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Sponsored Display (beta)

Sponsored Display is a self-service advertising solution that gives advertisers the ability to quickly launch display campaigns and reach relevant audiences across the shopping 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.

Reach relevant audiences to grow your business

Engage audiences on or off Amazon who are in the mindset of browsing, discovering, or purchasing products.

Quickly create self-service display ads

Simple campaign creation and automatically generated creatives give you access to display advertising solutions that deliver results—no matter your budget size or experience with display advertising.

Access key performance metrics

Gain campaign insights that help you identify what’s driving your campaign success, and make adjustments in real time.

Who can use 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.

Countries where Sponsored Display ads are available

North America
  • CA
  • MX
  • US
  • DE
  • ES
  • FR
  • IT
  • UK
Middle East
  • UAE
Asia Pacific
  • AU
  • IN
  • JP

Sponsored Display targeting options

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

Views targeting

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 a similar product's detail page.

How it works

Reach audiences who have viewed the detail pages of your products or similar products in the past 30 days but did not purchase.


Vendors, sellers enrolled in Amazon Brand Registry

Where ads appear

Off Amazon (third-party websites and apps)


CPC (cost-per-click)

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.


Vendors, sellers

Where ads appear

On Amazon (on product detail pages or other product-related pages on desktop, mobile, and app)


CPC (cost-per-click)

Interest targeting

If your goals are focused on increasing 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.



Where ads appear

On Amazon (on product detail pages or other product-related pages on desktop, mobile, and app)


CPC (cost-per-click)

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.

Sponsored Display ads are also a great complement for advertisers who are already using display advertising. For example, if you promote your best-selling products with a DSP, but are looking for a fast and flexible way to advertise the rest of your product portfolio, Sponsored Display ads can be your solution.

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

How to create a Sponsored Display ad campaign


Select your targeting strategy (product, views, or interest).


Set your bid and daily budget.


Choose the products you’d like to promote.


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

Frequently asked questions

Where will my 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 much does Sponsored Display advertising cost?

Sponsored Display ads are purchased on a cost-per-click (CPC) 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.

How are my campaign results measured?

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

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 cost-per-click (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.