Operator glossary
Sponsored Display
The self-service display format that retargets product-page viewers and reaches in-market audiences on and off Amazon — DSP's little sibling, billed CPC or vCPM.
Sponsored Display gives brand-registered sellers audience tools without DSP's minimums: retarget shoppers who viewed your products (or similar ones), reach in-market and lifestyle audiences, and target competitor detail pages — with placements on Amazon and on partner surfaces off it.
It earns budget in two places: views-remarketing on considered purchases (long decision cycles reward the reminder) and defensive placement on your own detail pages. Watch the cost type: CPC keeps it performance-shaped; vCPM bills for viewable impressions and belongs to deliberate awareness plays, not accidental defaults.
The numbers
- Audiences: views remarketing, purchases remarketing, in-market, lifestyle; targeting: audiences or products/categories.
- Billing: CPC or vCPM — check which each campaign uses before judging its numbers.
- Requires Brand Registry (sellers) and runs on and off Amazon.
Primary sources: Sponsored Display (Amazon Ads)
Related terms