Sponsored Display ads retarget shoppers on and off Amazon using audiences and product targeting instead of keywords.
Sponsored Display (SD) ads target audiences and products rather than keywords: shoppers who viewed your product (or a competitor's), bought from your category, or browse similar items — on Amazon and across the web.
SD is structured by ad group bids and targeting expressions instead of keyword bids. Its typical roles: retargeting viewers who didn't buy, and conquesting competitor product pages.
Because there are no keywords or search terms, optimization is about ad-group bids, audiences, and creative. Performance varies more than SP; treat it as a complement once SP is profitable, not a starting point.
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