What is Sponsored Display?

Sponsored Display is Amazon's self-service display advertising solution. Unlike Sponsored Products (keyword-targeted), Sponsored Display uses audience and product targeting to reach shoppers throughout their journey.

How Sponsored Display Works

1. Choose targeting (audiences or products)
2. Set bids (CPC or vCPM)
3. Amazon creates ads automatically from your listing
4. Ads appear on Amazon, Twitch, and third-party sites

Targeting Options

Audience Targeting

• Views remarketing - Shoppers who viewed your products
• Purchases remarketing - Past customers
• Amazon audiences - Interest and lifestyle segments
• Similar to viewed - Lookalike targeting

Product Targeting

• Specific ASINs - Competitor products
• Categories - Browse similar products
• Your own products - Cross-sell

Where Sponsored Display Ads Appear

On Amazon

• Product detail pages
• Customer review pages
• Search results (below the fold)
• Amazon homepage

Off Amazon

• Twitch
• Third-party websites
• Mobile apps

Bidding Options

Cost Per Click (CPC)

• Pay when someone clicks
• Best for direct response

Viewable Cost Per Mille (vCPM)

• Pay per 1,000 viewable impressions
• Best for awareness campaigns

Sponsored Display Best Practices

1. Start with views remarketing - Warm audience, high intent
2. Use product targeting defensively - Protect your detail pages
3. Test audiences gradually - Start narrow, expand winners
4. Enable vCPM for awareness - When building brand
5. Review placements - Some placements work better than others