Sponsored Display templates

Sponsored Display reaches shoppers away from the search results — on product pages, in categories, and back on Amazon after they have already seen you. Campaign Builder supports Image and Video creative, with four targeting lanes for each family.

Pattern	What it targets
Contextual Category	Shoppers browsing a category
Contextual Product	Pages of specific products
Remarketing	Shoppers who already viewed or bought
Custom audiences	User-built audiences from Amazon Marketing Cloud (AMC)

Remarketing needs its audience chosen

Contextual targeting is derived from the categories and products you select. Remarketing is not — it needs you to choose which audience you are pursuing, because “people who viewed” and “people who purchased” are different shoppers with different economics.

If your template includes Remarketing, the targeting step asks for viewed and purchased scopes and their lookback windows before it can continue. Contextual Product and Contextual Category use the products or categories you select.

The audience picker is on the targeting step of both routes — see Create a campaign or Campaign Sets.

Custom audiences from AMC

Custom-audience targeting uses the audiences already catalogued for the seller profile. Select only user-built AMC audiences; Amazon built-in audiences and audiences marked Assigned only are not targetable in this lane. A campaign can contain up to 100 audience targets. Custom audiences do not use a lookback window.

You can also hand off selected AMC audiences into Campaign Builder from AMC Studio. That handoff is a preview-only proposal until you choose a destination or create a Campaign.

Conversion, Reach, or both

This is the setting that makes Display different from the other two ad types.

Optimization	Priced as	Pursues
Conversion	CPC — per click	Orders
Reach	vCPM — per thousand viewable impressions	Visibility
Conversion + Reach	Both, separately	Two campaigns per selected type

Conversion + Reach creates two independent campaigns for each SD type you selected. Targeting and creative stay shared; optimization and bid are separate. Reach bids must be at least $1 vCPM.

That is deliberate. The same audience pursued for orders and pursued for visibility should not share a budget, because one of them will always look worse on ACOS and it is not the one that is failing.

The bids are not comparable

A vCPM bid buys a thousand viewable impressions. A CPC bid buys one click. Entering the same number in both fields is not a consistent decision — it is two very different amounts of money.

Reach campaigns will not produce an ACOS you can read against a Conversion campaign either. Judge them on what they were bought for.

Creative

Sponsored Display can use Amazon product creative, a custom image, or video. Select the Display creative explicitly for each campaign or Campaign Set; it does not inherit an image from a Sponsored Brands Image creative. See Sponsored Brands templates for the separate Sponsored Brands options.

Considerations

• Display inventory behaves differently from search. A pattern that works in Sponsored Products does not transfer, and the first weeks are worth watching rather than automating.
• Remarketing depends on having a targetable audience to remarket to. On a new product there may not be one yet; AMC custom audiences must be user-built and available in the seller profile catalog.
• Placement adjustments and audience boosts on Display can be changed in bulk afterwards — see the Performance workspace.