Introduction to Sponsored Display


Table of Contents

Introduction to Sponsored Display

In this course you will explore Sponsored Display and how it can help your advertising strategy. Sponsored Display allows you to reach audiences across multiple placements to engage shoppers at each stage of the shoppers’ journey.

Upon completion of this course, you will know how to…

Recognize the basic components of Sponsored Display
Identify key differences between Sponsored Display and the Amazon DSP
Explain the benefit of incorporating Sponsored Display into your advertising strategy

What is Sponsored Display?

Sponsored Display is Amazon’s retail-centric display marketing solution that helps brands grow their business on Amazon by reaching addressable audiences with relevant ads at the moments that matter most across the customers’ journey, with placements both on and off Amazon. Unlike Sponsored Brands and Sponsored Products that leverage keyword targeting, display ads can use Amazon’s first-party shopping insights to reach audiences at each stage of the shopping journey. This means Sponsored Display can play a key role in advertising objectives across awareness, consideration, purchase, and loyalty.



Sponsored Display ads are automatically generated from the product detail page and include the product features like the image, price, star ratings, and more. This gives shoppers the information they need to make more informed buying decisions.


Depending upon the audience you choose to reach, your ads can appear on owned and operated (O&O) Amazon properties (such as Amazon’s retail site, the Amazon mobile app and IMDb), or on third party sites. They will appear on both mobile and desktop.


Sponsored Display uses Amazon’s first-party shopping insights to reach audiences at each stage of the shopping journey. Campaigns are optimized through automation and machine learning. Bids automatically adjust based on relevance, while still allowing you to change your bid or pause your campaign.


Engage audiences whenever and wherever they shop or consume content. It is available for professional sellers enrolled in Amazon Brand Registry, vendors, and agencies with clients who sell products on Amazon. Click here to view availability.

Your advertising strategy and Sponsored Display

Let’s look at some examples. Reach new audiences by driving awareness

The advertiser experience

Soft-Touch, Inc. wants to engage shoppers that are currently not browsing the home & kitchen category so they can promote their new line of luxury pillows. Historically, they only focused on Sponsored Products campaigns to engage shoppers actively browsing their category for product and searching for relevant terms.

They use Sponsored Display with product targeting to engage shoppers who are browsing other related categories and products that are not in their category to help make shoppers aware of their brand’s offerings.

The customer experience

Now, customers who previously had to enter shopping queries for “pillows” or “bedding” can see ads with key details about Soft-Touch Inc.’s products when looking at other related product detail pages.

Drive consideration by engaging shoppers in aisle

The advertiser experience

Retro Gaming Co. wants to engage shoppers that are currently browsing the electronics categories to encourage consideration of their products, such as USB controllers and gaming accessories.

To help shoppers consider their brand, they used product targeting to engage shoppers on detail pages of similar or related products, like gaming consoles, in their category and sub-category.

The customer experience

Now, shoppers who previously needed to enter specific shopping queries to find Retro Gaming Co.’s products will see Sponsored Display ads when browsing the category, including related and complementary products.


To measure their ability to drive consideration with Sponsored Display ads, Retro Gaming Co., they assessed their detail page views and sales.

After running this campaign for a month, they learned that their detail page views increased by 36%, with sales increasing by 19%, indicating that the ads were contextually placed on pages that helped encourage shoppers to consider and purchase from their brand.

To capitalize on this, Retro Gaming Co. continues to invest and expand on this strategy, optimizing the product pages they target to further increase detail page views and sales.

Sponsored Display and the Amazon DSP

The Amazon DSP helps advertisers reach audiences with multiple ad and creative types. Like Sponsored Display, audiences can be reached on Amazon sites, across the web and in mobile apps. Let’s review the key differences between Sponsored Display and the Amazon DSP.


Sponsored Display

Sponsored Display

  • Advertisers that sell on Amazon
  • Reach shoppers contextually on product detail pages
  • No minimum ad spend
  • Quick, self-service campaign creation and management
  • Cost-per-click (CPC)
  • Campaign setup in Seller
  • Central or the advertising console
  • Ad types: display ads

Amazon DSP

Amazon DSP

  • Advertisers that sell on Amazon and those that don’t (like financial services)
  • Reach shoppers on and off Amazon based on shopping interactions
  • Minimum ad spend for managed services
  • Increased customization for reporting
  • Campaign setup in the Amazon DSP
  • Ad type: display, mobile, and video ads
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