Sponsored Display (Display Ads)
Amazon's self-service display advertising, which reaches shoppers by audience or product targeting on Amazon and on other sites and apps.
What Is Sponsored Display?
Sponsored Display is Amazon's self-service display advertising, alongside Sponsored Products and Sponsored Brands. Amazon Ads now refers to it simply as display ads; existing Sponsored Display campaigns keep running, and many tools and reports still use the original name. Instead of keywords, it targets audiences (for example shoppers who viewed your product but did not buy) and products or categories.
Where the Ads Appear
The ads can run on Amazon - product detail pages, shopping results and the home page - on other Amazon properties such as Twitch, and on third-party websites and apps. That makes it the usual choice for retargeting and for defending your own product pages.
How You Pay
- CPC - you pay per click, as with Sponsored Products
- vCPM - you pay per thousand viewable impressions, used for campaigns optimised for reach
Measuring It
Display ads often influence a sale without being the last click, so ACoS alone can undersell or oversell them. Look at new-to-brand orders and at profit after ad cost, not revenue only.
How SellerLegend Helps
SellerLegend shows each Sponsored Display campaign with its cost type (CPC or vCPM) and delivery profile, and tracks ACoS alongside ACoP so display cost is measured against profit rather than revenue alone.
Want to track this metric continuously?
SellerLegend gives you a frequently-updated dashboard with all the Amazon metrics that matter.
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