Sponsored Display product targeting has evolved to contextual targeting

June 23, 2022

What launched?

We are evolving Sponsored Display’s product targeting into contextual targeting, allowing advertisers to reach more of their audiences at more points in their shopping and entertainment journey. The contextual targeting strategy will now allow advertisers to reach audiences both in the Amazon store and outside the Amazon store when customers view content related to targeting strategies. Advertisers do not need to change their targeted products or categories to enable the new feature: Sponsored Display will find the right opportunities to expand advertiser reach beyond the store, to web pages and mobile apps.

Sponsored Display ad placement displayed off Amazon

Example of where a Sponsored Display ad placement may be displayed anywhere

Why is it important?

Vendors and registered sellers can use Sponsored Display to reach their audiences throughout their shopping and entertainment journeys to drive product consideration and awareness. Previously, contextually targeted campaigns would only show on the Amazon store (e.g. on product pages in the “Fitness and Exercise” category). However, there are many opportunities to reach fitness enthusiasts at other points in their day, as they browse other web pages or use their favorite mobile apps. Our machine learning models will now automatically find more opportunities to deliver campaigns, while still adhering to advertiser bidding strategies and objectives: for instance, when optimizing for page views, we will help find additional opportunities beyond Amazon to serve ads at the same or improved cost per click. Advertisers can pair contextual targeting with page view optimization strategies, alongside a remarketing strategy that can help drive additional reach and conversions from the increased visitors to their detail pages.

For full technical details, please see our Sponsored Display documentation in the advanced tools center, including the updated documentation to reflect the name change for product targeting to contextual targeting. For additional examples, please visit our Contextual Targeting Developer guide in the Amazon Ads API.

Where is the feature available?

  • North America: United States, Canada, Mexico
  • South America: Brazil
  • Europe: Germany, Spain, France, Italy, Netherlands, United Kingdom,
  • Middle East: United Arab Emirates

Who can use it?

  • Vendors
  • Sellers

Where do I access it?

  • Advertising console