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Amazon has recently released a new Sponsored Display product targeting capabilities. With these features, now available in Seller and Vendor Central, you can promote the product with ads that reach shoppers who are actively browsing similar or complementary products and categories on Amazon. You also have access to more campaign controls and reporting metrics to make your performance advertising strategy work more efficiently.

Sponsored display product targeting helps you build awareness among shoppers considering similar or complementary products and categories with ad placements that appear alongside customer reviews, shopping results pages, or on the far right side of product detail pages. Product targeting ads are enabled with deals and savings badges so shoppers can more easily spot special offers.

What does this mean for you? Here are four ways that Sponsored Display product targeting can help you grow your business:

  1. Promote product discovery

Let’s say you sell running wallets. You might choose product targeting to build awareness among shoppers who are actively browsing a similar wallet product detail page or focus your efforts on reaching shoppers in the broader men’s wallet or accessories category.

  1. Reach like-minded audiences

You might also use product targeting to drive consideration among shoppers who view specific product pages that are complementary to running. For example, you might try using Sponsored Display product targeting ads to reach shoppers who are browsing for money clips or other accessories.

  1. Promote relevant add-ons

Similarly, Sponsored Display product targeting can help you quickly and easily surface other relevant offerings to shoppers. If you also sell belts, product targeting placements on your wallet’s product detail page makes it easy for shoppers to add other accessories to their cart with just a few clicks.