Sponsored Display audiences expands with purchases remarketing and custom lookback windows

October 4, 2021

What launched?

We have expanded Sponsored Display’s custom-built audiences with “purchases remarketing” for advertisers to drive repeat purchases and cultivate brand loyalty. The purchases remarketing strategy helps reach audiences based on historical purchase behaviors on Amazon. Advertisers can now remarket to previous purchasers of their own products, related products, as well as products from specific retail categories. Like other custom-built audiences, advertisers can tailor campaigns based on the product insights, such as price and star rating.

With this launch, we also added customizable “lookback windows” for both views and purchases remarketing audiences. For each audience, advertisers can specify a time period- up to 30 days, to include those who performed the shopping action (visited a detail page or purchased a product).

Why is it important?

Vendors and registered sellers are now better equipped to help drive brand and product loyalty using Sponsored Display. Advertisers can now leverage purchases remarketing audiences to encourage repeat purchases by remarketing to existing purchasers. It also helps drive product consideration by cross-sell to audiences who recently bought related products.

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
  • Asia Pacific: Australia, India, Japan

Who can use it?

  • Vendors
  • Registered sellers

Where do I access it?

  • Advertising console
  • Amazon Ads API