Sponsored Display

Sponsored Display is a self-service display advertising solution that helps you grow your business and brand on Amazon by engaging shoppers across the purchase journey, on and off Amazon.

Why use Sponsored Display

Reach the right audience for your business both on and off Amazon with display campaigns you can create in minutes.

Help grow your on-Amazon business

Reach relevant audiences who are browsing, discovering, or purchasing products on or off Amazon with ads that may appear on the Amazon home page, product detail pages, shopping results pages, or Twitch, as well as third-party websites and apps.

Access self-service display advertising

Simple campaign creation and automatically generated creatives help you quickly and easily create display ads that deliver results—no matter your budget size.

Control costs with retail-aware CPC ads

Sponsored Display ads only show when your products are in stock and the Featured Offer, and you only pay when customers click on your ads. Control how much you spend by setting your budget and bid per click.

Who can use Sponsored Display ads

Sponsored Display ad placements on desktop and mobile

Sponsored Display ads

Sponsored Display ads are available to professional sellers enrolled in Amazon Brand Registry, vendors, and agencies with clients who sell products on Amazon.

Sponsored Display ads are available in:

North America
  • CA
  • MX
  • US
South America
  • BR
Europe
  • DE
  • ES
  • FR
  • IT
  • NL
  • UK
Middle East
  • KSA
  • UAE
Asia Pacific
  • AU
  • IN
  • JP
  • SG

Note: Feature availability varies across marketplaces

Fire TV screen and remote

Sponsored Display on Fire TV (beta)

Promote your apps, movies, and TV shows with self-service display ads on Fire TV. Available to Fire TV app developers, Prime Video Channels, Prime Video Direct publishers, and film distributors.

Sponsored Display on Fire TV is available in:

North America
  • CA
  • MX
  • US
South America
  • BR
Europe
  • DE
  • ES
  • FR
  • IT
  • NL
  • UK
Middle East
  • KSA
  • UAE
Asia Pacific
  • AU
  • IN
  • JP
  • SG

Sponsored Display targeting options

Sponsored Display ads offers two targeting options. Availability varies by targeting type.

Sponsored Display ad placements on desktop and mobile

Product targeting

If you’re looking to drive consideration, product targeting can help you promote or cross-sell your product among audiences who are actively browsing your product or similar products and categories.

How it works

Target specific products or categories with ads that may appear on product detail pages on Amazon. Product targeting allows you to target products within your advertised product’s category as well as complementary categories. You can refine targeting by price, star rating, brand name, and Prime eligibility.

Eligibility

Vendors, sellers enrolled in Amazon Brand Registry

Where ads appear

On Amazon (on product detail pages or shopping results on desktop, mobile, and app)

Pricing

CPC (cost-per-click)

Magnifying glass looking over results page

Audiences

If you are looking to engage new customers or reengage those who have viewed your product, audiences can help you reach relevant shoppers both on and off Amazon.

How it works

Reach shoppers using custom-built audiences or Amazon audiences. Custom-built audiences, such as views remarketing, allow you to reach high-intent shoppers or engage new customers using customizable controls, such as star rating refinements. Amazon audiences, including interests, lifestyle, in-market, and life stage audiences, allow you to reach audiences with pre-built segments based on a variety of first-party shopping and streaming signals from Amazon, Twitch, IMDb, and Prime Video.

Eligibility

Vendors, sellers enrolled in Amazon Brand Registry

Where ads appear

On Amazon (on the Amazon home page, product detail pages, or shopping results pages) or off Amazon on third-party websites and apps (currently not available in IN or JP)

Pricing

CPC

Woman on the couch laughing while using her Amazon Fire tablet

How advertisers can use Sponsored Display

If you've considered display advertising in the past but needed more time, investment, or resources to get started, Sponsored Display is a simple, easy-to-use option that doesn't require a large budget or the ability to design your own ad creatives. You can also use Sponsored Display as a fast and flexible way to advertise your entire product portfolio.

Sponsored Display ads are a great complement for advertisers who are already using display advertising. For example, if you are using a DSP to reach new audiences with programmatic display, you can extend your reach to specific Amazon product detail pages by using Sponsored Display product targeting.

64% of shoppers use multiple channels to make a single purchase.1 Sponsored Display ads can help increase your presence in multiple channels to keep your brand and products top of mind for shoppers looking to buy.

1The State of the Connected Consumer 2019 Report, Salesforce, 2019

Case study

How Osmo used Sponsored Display

Learn how an educational gaming company leveraged Sponsored Display with other Amazon Advertising solutions to help reach relevant audiences by creating a full-funnel marketing strategy.

Sponsored Display and Amazon Advertising are a key part of our brand awareness and new customer acquisition.– Ram Sharan, Digital Marketing Manager, Osmo

How to create a Sponsored Display ad campaign

1

Select your targeting strategy (product targeting or audiences).

2

Set your bid and daily budget.

3

Choose the products you’d like to promote or select the audiences you would like to reach.

4

Your ad is automatically created and will appear on or off Amazon, depending on the targeting strategy.

FAQs

Where will my Sponsored Display ads appear?

Your ads may appear both on Amazon and off Amazon (currently not available in IN or JP), on desktop, mobile sites, and apps based on the audiences or product targeting strategy you choose.

How much does Sponsored Display advertising cost?

Sponsored Display ads are purchased on a CPC (cost-per-click) basis. There is no minimum ad investment required. Advertisers choose their daily bid and budget. Bids automatically adjust based on likelihood of conversion, while still allowing you to change your bid or pause your campaign.

Do I need to add keywords to my Sponsored Display campaign?

No. Sponsored Display uses browsing and buying signals to automatically reach audiences who may be interested in your promoted product. With views targeting, Sponsored Display also dynamically promotes the most relevant product that has the highest chance of conversion from the list of products you add to your campaign.

Do I need to create my own ad creative?

No. Ad creatives are automatically generated and include a product image, pricing, deals and savings badging, star rating, and "Shop now" button that links back to your product detail page. Advertisers also have the option to add a custom logo and headline for product targeting creatives if desired.

How are my campaign results measured?

Advertisers can use the same familiar campaign metrics available for sponsored ads, including ACOS (advertising cost of sales), orders, detail page views, and glance views. Advertisers will soon see additional Amazon Advertising display metrics.

What does "retail aware" mean?

Sponsored Display ads are retail aware, so they only show when your products are in stock and the Featured Offer. The ads will automatically stop serving if your products are out of stock or not the Featured Offer. Sponsored Display remarketing strategies exclude audience segments who have already bought advertised products, and our machine learning algorithms will adjust bids to account for delivery promises.

What is the difference between Sponsored Display audiences and product targeting? How can I use them together?

Product targeting allows you to target specific products and/or categories of detail pages on Amazon to help reach new customers. Product targeting can be used in conjunction with Sponsored Display audiences. Use product targeting to help generate detail page traffic, and then Sponsored Display audiences views remarketing to reengage any missed sales opportunities.

What is the difference between Sponsored Display and Amazon DSP?

Sponsored Display is a self-service advertising product where ad creative is generated automatically and individual campaigns can be launched quickly. Sponsored Display ads are purchased on a CPC basis. Amazon DSP is a demand-side platform that allows advertisers to programmatically buy ads at scale. Pricing for display ads purchased through Amazon DSP vary by format and placement.

What is the difference between Sponsored Display, Sponsored Brands, and Sponsored Products?

All three products are self-service advertising solutions. Sponsored Display ads appear in different locations and differ from Sponsored Brands and Sponsored Products by reaching audiences on and off Amazon based on a variety of shopping signals.