Views remarketing

Views remarketing runs in Display campaigns — the product the Ads API still calls Sponsored Display, under tactic T00030 — and Amazon gates it: you must sell products or services on Amazon to use remarketing audiences in Display campaigns. Targeting reads views(exactProduct lookback=30) or views(similarProduct lookback=14); the API accepts 7, 14, 30, 60 or 90 days and nothing longer, while purchases remarketing stretches to 180 and 365. Amazon states separately that Display campaigns that use Audiences will always exclude past customers who purchased your advertised products or similar products in the past 30-day window. Read the footnote too: Amazon says all lookback windows include consumers currently browsing content related to the specified categories, so a category audience is never purely historical.

Two things break the read. Amazon documents that exclusion as a flat 30 days, never as something that tracks your lookback, so widening to 60 or 90 leaves the 31–90-day tail uncovered by anything Amazon has published — repeat-buyer revenue lands in a campaign you are reading as rescued abandoners. Then the cost type: Amazon enables view attribution for Display only under vCPM billing, with a standard 14-day view window, so flipping from CPC folds view-through conversions into the same Purchases, Sales and ROAS columns. How much that inflates the number is not published; measure it, do not assume a ratio. Compare the clicks-only breakouts Amazon labels separately — ROAS from clicks — and defend the line item with a holdout or an AMC incrementality read, never with ACOS.