Sponsored Display is the third self-service ad type in the Amazon campaign manager, alongside Sponsored Products and Sponsored Brands. Instead of matching a search query, it places an image or video ad based on what the shopper is looking at (contextual targeting) or what they have done before (audience targeting, including remarketing to people who viewed your product). Ads appear on Amazon product pages and home page, and on Amazon-owned properties and third-party sites and apps. In 2026 Amazon has begun referring to it as "display ads" inside its unified ads console, but existing Sponsored Display campaigns continue to run.
How Sponsored Display works
Eligibility matches Sponsored Brands: professional sellers enrolled in Brand Registry, vendors and agencies. Two targeting families are available. Contextual targeting shows the ad on detail pages of chosen products or categories, including competitors. Audiences covers views remarketing (shoppers who viewed your product or similar products in a recent window), purchases remarketing (past buyers, useful for consumables) and Amazon's in-market and lifestyle audiences.
Pricing can be cost-per-click, or cost per thousand viewable impressions (vCPM) where the campaign goal is reach. Attribution is 14 days. Creative can be auto-generated from the listing or customised with a headline, logo and lifestyle image.
Worked example: a protein-supplement brand runs a purchases-remarketing campaign at ₹5 CPC targeting shoppers who bought its 1 kg pack 30 to 60 days ago. A ₹6,000 monthly spend produces 1,200 clicks and 96 reorders at ₹1,499, or ₹1,43,904 in sales, an ACoS of about 4%. The campaign works because it reaches people who already trust the product just as they run out.
Why Sponsored Display matters for sellers
Search ads only reach shoppers actively searching. Sponsored Display reaches the ones who looked and left, the ones on a competitor's page, and past customers due to reorder. For consumables, replenishables and any product with a long consideration cycle, it is the cheapest way to recover lost demand. It also gives brand-registered sellers a defensive tool: placing your ad on your own detail pages blocks rival ads from appearing there.
How to run Sponsored Display well
- Start with views remarketing on your own ASINs; it has the highest intent and lowest ACoS.
- Use purchases remarketing for repeat-buy products, with a window that matches typical usage (30, 60 or 90 days).
- Defend your own detail pages with contextual targeting so competitors cannot buy the placement.
- Choose CPC for sales campaigns and vCPM only for awareness, and keep the two in separate campaigns so ACoS stays readable.
- Refresh creative every few weeks. Display fatigue is real; a new lifestyle image lifts CTR.
Blooprint sets up remarketing and defensive Sponsored Display campaigns under marketplace ads management; see the Amazon ads guide for India for how the three ad types fit together.