Sponsored Display enables Creative Editing

September 30, 2021

What launched?

Advertisers using Sponsored Display in US, CA, DE, ES, FR, IT, NL, UK, UAE, AU, IN, JP, MX and BR can now add or edit their headlines, logos or custom product images for existing campaigns. After editing campaign creative, Sponsored Display campaigns will continue to serve the last approved creative so your campaigns don’t get interrupted while new submissions await moderation approval. If your recent edit does get rejected, a prior approved version will continue to serve. This allows you to edit and update images, headlines and logos, without worrying about moderation rejections disrupting your campaign delivery.

Why is it important?

Advertisers can optimize campaign creative to better tell their story and increase performance without having to create new campaigns or pause delivery. If your goal is purchase rate, advertisers adding a Logo and Headline to autogenerated creative can see +37% better purchase rate onsite1, and if your goal is to increase Detail Page View Rate, custom image creatives outperform autogenerated creatives by +30% when serving offsite2. Rather than create new campaigns to reflect updated imagery, headlines or logos, advertisers will be able to refresh or edit them with creative elements based on their brand strategy, campaign learnings, or seasonal relevance.

1 Amazon US Internal, September 2021
2 Amazon US Internal, September 2021

Where is the feature available?

  • North America: United States, Canada, Mexico
  • South America: Brazil
  • Europe: Germany, Spain, France, Italy, Netherland, United Kingdom
  • Middle East: United Arab Emirates
  • Asia Pacific: Australia, India, Japan

Who can use it?

  • Vendors
  • Registered sellers

Where do I access it?

  • Advertising console
  • Amazon Ads API