Retargeted ads are shown to people who have already interacted with your products or brand in the recent past. These people have already shown interest in you and are the most likely to convert with a little extra push.
Retargeting increases conversion rates and impressions because it allows Amazon sellers to advertise to third-party websites and apps. This way, your best potential customers can see your products anywhere on the internet. This is a win-win situation for everyone.
With ad retargeting, you can now reach customers off of Amazon and build brand awareness more effectively. But, does it really work, or does it have any downside?
Typically, boosting impressions lowers conversion rates, but because ad retargeting shows ads to people already in your funnel, it actually gets you higher quality impressions.