How to use Sponsored Display on Amazon?

1. ¿Qué son las pantallas patrocinadas en Amazon?

Amazon Sponsored Display ads allow us to target shoppers both on and off Amazon based on the specific detail pages the customer has viewed.

By showing ads to a small audience that has shown interest in our product (remarketing), Sponsored Display ads help us increase sales.

Why use Sponsored Displays on Amazon?

Sponsored Display ads are “retail aware” ads. They are displayed only if our products are in stock and the Featured Offer. Sponsored Display remarketing tools also automatically exclude customers who have already purchased the products we are advertising.

Below are more details on the two targeting approaches available through Sponsored Display ads: product targeting and view remarketing.

Segmentation by products (ASIN or category)

Using ASIN or category targeting, Sponsored Display ads can appear in:

• Amazon product detail pages

• Search results on desktop, mobile and the Amazon app.

• The Amazon home page

Remarketing views

View remarketing allows us to re-engage customers who have viewed our product detail page or similar product and category detail pages in the last 30 days.

In addition to placements on Amazon (product detail pages, search results and the Amazon home page), view remarketing allows us to show ads outside of Amazon, on third-party websites and applications.

Because the potential customer has already expressed interest in the product category, there is a greater likelihood that they will make a purchase.

Even if the customer does not make an immediate purchase, remarketing our product to high-intent audiences is a powerful tool to create brand awareness and keep the product in the minds of potential customers.

Setting up a Sponsored Display campaign on Amazon

We created the first Sponsored Display campaign with product targeting for offensive ASIN targets. For offensive ASIN targets, we targeted substitute and complementary products sold by our competitors.

To get an idea of who our competitors are, we type some of the terms from the product description into the Amazon search bar and then browse the results.

Offensive ASIN targets will give us the opportunity to leverage traffic from our competitors’ product detail page or take their customers directly.

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FAQ: Sponsored Display Ads on Amazon

What does “retail aware” mean for Sponsored Display ads?

It means Sponsored Display ads only display when your product is in stock and is the Featured Offer. The remarketing tool also automatically excludes customers who already purchased the product being advertised.

What are the two targeting methods available with Sponsored Display?

Segmentation by product (ASIN or category) shows ads on product detail pages, search results, and Amazon’s home page. Remarketing views re-engage shoppers who viewed your product detail page or similar listings within the last 30 days.

Can Sponsored Display reach shoppers outside Amazon?

Yes. In addition to on-Amazon placements, view remarketing can show ads on third-party websites and apps to people who already expressed interest in your product category.

How do you identify offensive ASIN targets for a Sponsored Display campaign?

Type terms from your product description into the Amazon search bar, browse the results, and identify the competing products (ASINs) that come up — these become your offensive targeting opportunities.

Is remarketing worth it if the customer doesn’t buy right away?

Yes. Even without an immediate sale, remarketing to high-intent audiences builds brand awareness and keeps your product in front of shoppers who already showed interest, increasing the odds of a future purchase.