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, or shopping results pages 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
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

Sponsored Display targeting options

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

Sponsored Display ad placements on desktop and mobile

Product targeting

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

How it works

Target similar or complementary products and categories with ads that appear on relevant product detail pages.

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: Views remarketing

If your goals are focused on remarketing to high-intent audiences, views can help you reengage audiences that have viewed your product's detail page or reach audiences that have viewed detail pages of similar products and categories.

How it works

Reach audiences who have viewed the detail pages of your products or similar products, or within a chosen category on Amazon in the past 30 days, but have not purchased your advertised products.

Eligibility

Vendors, sellers enrolled in Amazon Brand Registry (US only)

Where ads appear

On Amazon and off Amazon (on the Amazon home page, product detail pages, or shopping results pages, as well as third-party websites and apps)

Pricing

CPC

Users connected to various cosmetic items via dotted lines

Audiences: Interests

If you want to increase brand awareness and recognition, interest targeting can help introduce your products to new audiences whose shopping behaviors signal they might be interested in your products.

How it works

Reach audiences who have browsed or visited the detail page of products that fall within a specific interest segment in the past 90 days.

Eligibility

Vendors

Where ads appear

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

Pricing

CPC

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

Woman on the couch laughing while using her Amazon Fire

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

What are Sponsored Display ads on Amazon?

Sponsored Display is a self-service display advertising solution that helps you grow your business by quickly creating campaigns that reach relevant audiences both on and off Amazon.

What is Sponsored Display on Fire TV?

Sponsored Display on Fire TV, or Fire TV ads, are self-service display ads that allow you to promote apps, movies, and TV shows to viewers on Fire TV.

Who can use Sponsored Display ads?

Sponsored Display is available for professional sellers enrolled in Amazon Brand Registry, vendors, and agencies with clients who sell products on Amazon. In order to advertise, your products must be in one or more eligible categories.

Sellers will need (must meet ALL criteria):

  • An active Amazon professional seller account
  • Ability to ship to all US addresses
  • Vendors must sell products within approved hardlines, softlines, books, and consumable categories on Amazon. Vendors who do not sell products directly on Amazon are not eligible to use Sponsored Display.
  • Who can use Sponsored Display on Fire TV?

    Fire TV ads are available to Fire TV app developers, Prime Video Channels, and Prime Video Direct publishers.

    How do Sponsored Display ad campaigns work?

    Sponsored Display enables you to quickly—in just a few clicks–set up display campaigns that run both on and off Amazon.* Simply select your audience, set your bid and daily budget, choose your products to advertise, and create your campaign. Ad creatives are automatically generated with the same familiar features as Sponsored Products and Sponsored Brands, including a product image, pricing, badging, star rating, and Shop now button that links back to the product’s detail page, making it easy for customers to browse or buy.**

    Sponsored Display uses automation and machine learning to optimize your campaigns. Bids automatically adjust based on likelihood of conversion, while still allowing you to change your bid or pause your campaign. From the list of products you add to your campaign, the Sponsored Display Views strategy also dynamically promotes the most relevant ASIN that has the highest chance of conversion.

    *Ad creative displays on or off Amazon depending on the targeting strategy and audiences you choose.
    **Shop now button may be included in ad creative based on placement.

    How does Sponsored Display on Fire TV work?

    These ads appear as sponsored tiles in the “Sponsored” row on the Fire TV home screen. They are shown to viewers based on genre or app interest. Ad creatives are automatically generated using the image already associated with your app or content.

    Where do Sponsored Display ads appear?

    Your ads may appear both on and off Amazon on desktop, mobile sites, and apps based on the audiences or product targeting strategy you choose.

    How can I reach the most relevant audience for my business?

    Reach audiences who showed interest in categories related to your promoted product. Reengage audiences off Amazon who previously viewed your product detail page but haven’t yet purchased. You can also target the detail pages of specific products or product categories on Amazon.

    Where are customers taken to when they click my Sponsored
    Display ads?

    When customers click your ad, they will go to the product’s detail page where your offer is listed.

    Why should I use Sponsored Display?

    Without extensive resources you can quickly create a display ad campaign in minutes that reaches relevant audiences both on and off Amazon to help achieve your business objectives.

    Why should I use Sponsored Display on Fire TV?

    Fire TV ads help you reach cord-cutters as they watch and browse streaming TV content, and with interest-based targeting, you can engage viewers who are looking for content like yours. Campaigns can be created in a few minutes and use existing Fire TV catalog assets to automatically generate your ads.

    How much does Sponsored Display cost?

    Sponsored Display ads are purchased on a CPC (cost-per-click) basis. CPC advertising is a type of paid advertising where ads display at no charge—ad impressions, or views, are free—and you’re charged only when a customer clicks your ad. There is no minimum ad investment required. Advertisers choose their daily bid and budget.

    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.

    How much does Sponsored Display on Fire TV cost?

    Fire TV ads are cost-per-click (CPC), so you pay only when viewers click your ad. Advertisers choose their own bids and budget.

    What results can I expect from Sponsored Display?

    Sponsored Display can help you increase product awareness, consideration, and conversion by displaying your ad to shoppers both on and off Amazon. Ad creative may include a Shop now button that links back to the product’s your detail page on Amazon. Advertisers can use the same familiar campaign metrics available within our sponsored ads suite to understand campaign performance.

    What results can I expect from Sponsored Display on Fire TV?

    You can use Fire TV ads to help drive app installs or promote video streams, rentals, purchases, and channel subscriptions. A customizable reporting dashboard allows you to monitor your campaign performance.

    What products are eligible for Sponsored Display?

    Learn about product acceptability in the Sponsored Display policies.

    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.

    Can I customize my display ad creative?

    Vendors must customize the logo or headline of ad creatives that reach audiences based on interest, or which target specific products or product categories on Amazon.

    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.