Amazon Sponsored Display ads help sellers expand their reach by targeting relevant audiences both on and off Amazon. This guide explores how Sponsored Display works, its benefits, and best practices to maximize your advertising success.

What are Amazon Sponsored Display ads?

Amazon Sponsored Display ads are a self-service advertising solution that enables sellers to promote their products across Amazon and third-party websites. Unlike Sponsored Products and Sponsored Brands, which appear mainly in Amazon search results and product pages, Sponsored Display allows you to reach shoppers beyond Amazon’s platform.

These ads use Amazon’s audience insights to target shoppers who have viewed your products, similar products, or relevant categories. Sponsored Display ads can appear on Amazon’s homepage, product detail pages, and third-party websites and apps within Amazon’s advertising network.

Benefits of Amazon Sponsored Display ads

Expanded reach

Sponsored Display ads allow sellers to target shoppers at different stages of the buying journey, even when they’re browsing other websites and apps.

Retargeting potential

Sellers can re-engage shoppers who have previously viewed their products or similar items, increasing the chances of conversion.

Automated targeting

Amazon automatically generates audience segments based on browsing and shopping behavior, making it easier to reach the right shoppers.

Customizable creative assets

Sellers can create eye-catching ad creatives with product images, headlines, and branding elements to drive engagement.

Measurable performance

Sponsored Display provides performance metrics, including impressions, clicks, and conversions, helping sellers optimize their campaigns.

How to create an Amazon Sponsored Display campaign

Step 1: Choose your targeting strategy

Amazon offers two main targeting options for Sponsored Display ads:

• Product targeting: Targets specific products or categories relevant to your product.
• Audience targeting: Uses Amazon’s audience insights to target shoppers based on browsing behavior and past purchases.

Learn more about Amazon DSP for advanced audience targeting.

Step 2: Select products to advertise

Choose the products you want to promote. Prioritize high-performing listings with strong reviews and competitive pricing. Check out this guide for keyword optimization tips.

Step 3: Set your budget and bids

Determine your daily or total campaign budget and adjust bids based on performance goals. Amazon’s bidding algorithm can help automate bid adjustments.

Step 4: Customize your ad creative

Add a compelling product image, engaging headline, and brand logo to make your ad stand out. Explore Amazon’s Video Ads and Audio Ads for additional ad formats.

Step 5: Launch and monitor performance

Once your campaign is live, track key metrics like impressions, click-through rate (CTR), and return on ad spend (ROAS). Optimize bids and targeting as needed.

Best practices for Amazon Sponsored Display ads

Target relevant audiences

Use audience insights to focus on shoppers who are most likely to convert. Leverage demographic and behavioral data to refine your targeting strategy.

Optimize product listings

Ensure your advertised product pages have high-quality images, compelling descriptions, and strong customer reviews. Learn more about optimizing your Amazon listings.

Adjust bids based on performance

Monitor your campaigns and refine bids to improve efficiency and maximize ROI. Experiment with bid adjustments to determine what works best for different audience segments.

A/B test creatives

Experiment with different headlines, images, and messaging to identify the most effective ad variations. Run A/B tests to compare performance and refine your ad creative based on data-driven insights.

Monitor performance metrics

Regularly analyze key performance indicators such as CTR, ROAS, and conversion rates. Use Amazon’s reporting tools to identify trends and optimize campaigns for better results.

How Amify can help

Navigating Amazon’s advertising ecosystem can be complex, but Amify simplifies the process. Our team of Amazon experts helps brands develop data-driven Sponsored Display strategies to maximize visibility, increase conversions, and improve return on ad spend. Whether you need assistance with campaign setup, audience targeting, or ongoing optimization, we provide tailored solutions to help you succeed. Contact us today to get started: Amify.