Introducing the New Sponsored Display Product Targeting Open Beta for Sellers

By Tinuiti Team

Amazon Sponsored Display ads is Amazon’s newest self-service display advertising solution that allows brands to target and retarget shoppers both on and off of Amazon with auto-generated, product-focused ads.

As a participant in Amazon’s latest open beta, Tinuiti now has access to the new Product Targeting feature within Seller Central. 

What is the Sponsored Display Product targeting (beta)?

According to Amazon, Product Targeting allows brands to promote product discovery, measure campaigns more effectively by targeting specific products or relevant product categories on Amazon, and gain a greater line of sight into campaign optimization.

For example, you can use product targeting to reach shoppers who are actively browsing similar or complementary products and categories, e.g, a shoe company could target similar ASINs or the running shoe category or even its own ASINs if they want to introduce shoppers to a newer edition of their shoes.

Benefits include:


Where do product targeting placements appear?

Product targeted ads appear alongside relevant ad placements such as product detail pages, customer reviews, search results pages, or under the featured offer. Product targeting ads appear in places that are pivotal in the customer journey (reviews, buy box, etc.) making product targeting placements a great way to stay top of mind.

More on Sponsored Display Ads

Amazon Sponsored Display campaigns are a great way to access display inventory without the time and financial requirements of Amazon DSP.

Brands can use Sponsored Display targeting options to reach audiences based on interest segments as well as product page views, which can give you an edge in competitor targeting.

“Sponsored Display presents an easier, faster way to access Amazon’s display inventory without the stringent requirements of Amazon DSP, although it has less control than DSP. We are already seeing brands pivot spend into Sponsored Display ads to engage mobile and desktop shoppers in new areas across Amazon and its network.”

—Andy Taylor, Director of Research at Tinuiti


andy taylor amazon ads researcher


Interested in learning how to set up Sponsored Display Ads? 

Learn more in our recent blog post: “Amazon Sponsored Display Ads: How-to & Strategy Guide

Amazon’s Sponsored Display Ads Best Practices

Amazon recently released 5 tips on how to get the most out of your Sponsored Display campaigns. Let’s dive in!

1. Separate similar and product views

Sponsored Display now enables you to separately manage the two default audience segments for views targeting tactics – audiences who viewed your advertised products (product views) and audiences who viewed similar products (similar product views).

Product views and similar product views audiences are available for all Sponsored Display views targeting tactics created on or after October 30, 2019. If you are a seller, click on the targeting tab in your ad group page to see the performance of the two audience segment options. If you are a vendor, click on the targeting tab in your campaign page to see the performance of the two targeting options. You can also add separate bids or pause/restart any of the audience segments from the same page.

2. Ensure your campaign has enough budget to stay live throughout the day

Monitor campaigns that frequently run out of daily budget—they might be missing out on potential impressions. Consider increasing budgets that frequently run out to help continuously drive traffic to your ads, especially for your high-performing campaigns. If you can’t increase your daily budget, consider reducing your bid to help maintain visibility throughout the entire day.

3. Use campaign metrics to make informed ASINs and bidding optimizations

Actively managing your bids is an important step in helping your campaigns perform at optimal levels. Your bid should strike a balance between how much you’re willing to pay for a click and how much traffic you’d like to drive to your ads.

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