On Thursday last week, Amazon launched a new advertising campaign type for Vendors and professional Sellers on Amazon: Sponsored Display. According to Amazon’s announcement, “With this launch, advertisers are able to access Product Display Ads audience and product targeting features within Sponsored Display. All Product Display Ads campaigns are now part of Sponsored Display without any additional action required.”
The new ad type addresses a big gap in Amazon’s pay-per-click advertising suite: the ability to retarget Amazon shoppers. Retargeting is a popular feature for retail brands in particular, and has been long available on display ad networks, Facebook, and Google. It’s also a feature that has been available on Amazon’s programmatic media solution, its Demand Side Platform (DSP). But the DSP requires significant monthly spend in order for advertisers to access it, and ideally also a skilled media professional to effectively manage the channel.