What Sponsored Display Does
Sponsored Display ads appear on Amazon product pages, in search results, and on third-party websites and apps in Amazon's advertising network. Unlike Sponsored Products (which target keywords) or Sponsored Brands (which target search terms), Sponsored Display targets audiences based on shopping behaviour, interests, and product views. This makes it a retargeting and audience-building tool.
Targeting Options
Sponsored Display offers two primary targeting approaches. Product targeting lets you show ads on specific product pages — your competitors' pages, complementary product pages, or related category pages. Audience targeting lets you reach people who viewed your products but did not buy, people who viewed similar products, or people with specific shopping interests.
The retargeting capability is particularly powerful. When a customer views your product but does not purchase, Sponsored Display can follow them around the internet with your ad, keeping your product top of mind until they are ready to buy.
Where Ads Appear
Sponsored Display ads appear in multiple placements: on competitor product detail pages (below the Buy Box), on your own product pages (defending against competitor ads), in Amazon search results, and on external websites and apps that are part of Amazon's advertising network. This breadth means you reach potential customers at multiple points in their buying journey.
When to Add Sponsored Display
Start with Sponsored Products to capture demand from customers actively searching for your product type. Add Sponsored Brands when you want to build brand awareness. Then add Sponsored Display to retarget interested shoppers, defend your product pages from competitors, and reach new audiences. Sponsored Display typically works best as a complement to your other ad types rather than a standalone strategy.
Budget and Expectations
Sponsored Display often has lower click-through rates but broader reach than Sponsored Products. Cost per click tends to be lower but so does immediate conversion rate — because you are reaching people earlier in their decision process. Set realistic expectations and measure success over longer time periods. A customer who sees your Sponsored Display ad today might buy three days later through an organic search.
Start with a modest budget, test different targeting approaches, and scale what works. Sponsored Display is a learning tool as much as a sales driver — it teaches you about who your customers are and how they shop.