Sponsored Display

Discover, engage, and inspire

Reach relevant audiences throughout their shopping and entertainment journeys with self-service, programmatic display ads that can be created in just a few clicks.

white laptop with example of a sponsored display ad on the twitch website
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Drive discovery to purchase

Use Amazon’s rich shopping and contextual signals to help create brand awareness, consideration, purchase, or even loyalty with relevant audiences.

graphic of amazon retail website on mobile phone with a sponsored display placement highlighted

Make connections that matter

Engage audiences browsing specific detail pages, on the Amazon home page, on Twitch, and across third-party apps and websites.

graph of the advertising console UI showing campaign results

Reach your goals

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.

illustration of women in pink clothes sitting down and using computer

Course

This learning path for beginners will provide you with an overview of Sponsored Display, how it benefits your advertising strategy, best practices for campaign set-up, and available metrics for optimization.

Help grow your business with easy-to-use display

graphic showing 2x higher impressions

2x higher impressions

On average, campaigns using Amazon’s contextual targeting recommendations saw 2x higher impressions and 1.5x the number of clicks.1

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82% of sales from new-to-brand customers

Advertisers who use Sponsored Display audiences on average see up to 82% of their sales driven by new-to-brand customers.2

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+15% YoY sales

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

Get started with Sponsored Display ads

In four steps, you can create eye-catching Sponsored Display ads. Learn how to start building your campaigns.

1

Set your daily budget.

2

Choose your products.

3

Select your tactic: Contextual targeting or Audiences

4

Specify your bids.

FAQs

What is Sponsored Display?

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.

Who can use Sponsored Display ads?

Sponsored Display ads

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

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

Sponsored Display on Fire TV (beta)

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.

North America
  • CA
  • MX
  • US
South America
  • BR
Europe
  • DE
  • ES
  • FR
  • IT
  • NL
  • SE
  • UK
Middle East
  • KSA
  • UAE
Asia Pacific
  • AU
  • IN
  • JP
  • SG
Where will my Sponsored Display ads appear?

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).

How much does Sponsored Display cost?

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.

Should I add keywords to my Sponsored Display campaign?

No. Sponsored Display uses rich shopping and contextual signals to help advertisers reach relevant audiences.

Do I need to create my own ad creative?

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.

How are my Sponsored Display results measured?

Sponsored Display results are measured using metrics such as return on ad spend (ROAS), new-to-brand orders, and click-through rate.

Sponsored Display ads are "retail aware,” but what does that mean?

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.

What is the difference between Sponsored Display audiences and contextual targeting? Can I use them together?

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.

What is the difference between Sponsored Display and Amazon DSP?

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.

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

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.

Sources

1 Amazon internal data, US, 2021
2 Amazon internal data, US, 2021
3 Amazon internal data, US, 2021