Leverage Stores for brand growth
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Reach relevant audiences throughout their shopping and entertainment journeys with self-service, programmatic display ads that can be created in just a few clicks.
Use Amazon’s rich shopping and contextual signals to help create brand awareness, consideration, purchase, or even loyalty with relevant audiences.
Engage audiences browsing specific detail pages, on the Amazon home page, on Twitch, and across third-party apps and websites.
Use intuitive, retail-centric controls for your unique campaign needs. Retail-aware ads help drive performance, only serving when products are in stock or the Featured Offer.
On average, campaigns using Amazon’s contextual targeting recommendations saw 2x higher impressions and 1.5x the number of clicks.1
Advertisers who use Sponsored Display audiences on average see up to 82% of their sales driven by new-to-brand customers.2
Advertisers with a balanced investment across Sponsored Products ads, Sponsored Brands ads, and Sponsored Display ads see up to +15% year-over-year (YoY) sales at a better return on ad spend (ROAS) compared to those only using Sponsored Products.3
In four steps, you can create eye-catching Sponsored Display ads. Learn how to start building your campaigns.
Set your daily budget.
Choose your products.
Select your tactic: Contextual targeting or Audiences
Specify your bids.
Sponsored Display is a self-service display advertising solution that helps you grow your business and brand by engaging shoppers across the purchase journey, on and off Amazon.
Sponsored Display ads are available to sellers enrolled in Amazon Brand Registry, book vendors, vendors, and agencies with clients who sell products on Amazon.
Professional brands can also feature their apps, TV shows, or movies on Fire TV. This offering is made for Fire TV app developers, Prime Video Channels, Prime Video Direct publishers, and film distributors. Learn more about Sponsored Display on Fire TV.
Reach audiences as they browse, research, or buy products on the Amazon home page, product detail pages, shopping results pages, or Twitch, as well as third-party websites and apps in select marketplaces (offsite ads currently not available in IN, JP, AU).
Sponsored Display ads are purchased on a CPC (cost-per-click) or vCPM (cost per thousand viewable impressions) basis. There is no minimum budget required, and you can specify your daily bid and budget. You can also change your bid or pause your campaign whenever you want.
No. Sponsored Display uses rich shopping and contextual signals to help advertisers reach relevant audiences.
There are two ad creative formats advertisers can choose. The first is automatically generated and includes a product image, pricing, deals and savings badging, star rating, and "Shop now" button that links back to your product detail page. For this option, advertisers may also choose to add a custom logo and headline for contextual targeting creatives if desired. The second creative option supports a custom product image, allowing brands to upload their own graphics to help convey their brand and product story, including those with bespoke background colors and art direction.
Sponsored Display results are measured using metrics such as return on ad spend (ROAS), new-to-brand orders, and click-through rate.
Retail aware means that your Sponsored Display ads may appear only 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. Our machine learning algorithms also will adjust bids to account for delivery promises to help you spend your advertising dollars efficiently.
Both help you reach relevant audiences. Contextual targeting allows you to target specific products and/or categories of detail pages on Amazon to help drive consideration or sales. Sponsored Display audiences allows you to use Amazon’s rich shopping and streaming signals to help grow your business. Contextual targeting can be used in conjunction with Sponsored Display audiences. Use contextual targeting to help generate detail page traffic, and then Sponsored Display audiences to reengage audiences and help secure missed sales opportunities or further cultivate brand loyalty.
Sponsored Display is a self-service advertising product that allows any brand owner on Amazon to use display advertising to grow their business. Sponsored Display ads are purchased on a CPC or vCPM basis, and some unique capabilities of Sponsored Display include the ability to help reach audiences on prominent detail pages placements outside of your category as well as on your own detail pages. Amazon DSP is a demand-side platform that allows advertisers to programmatically buy ads at scale. Display ads purchased through Amazon DSP are sold on a CPM (cost per thousand impressions) basis.
All three products are self-service advertising options. Sponsored Display ads appear in different locations and differ from Sponsored Brands and Sponsored Products by reaching audiences beyond shopping results on and off Amazon based on a variety of shopping signals. Advertisers may want to consider a multi-solution strategy by investing in Sponsored Products ads, Sponsored Brands ads, and Sponsored Display ads in order to help read and engage audiences. Advertisers who implemented all three solutions saw up to +15% year-over-year (YoY) sales at a better return on ad spend (ROAS) compared to those only using Sponsored Products.
1 Amazon internal data, US, 2021
2 Amazon internal data, US, 2021
3 Amazon internal data, US, 2021