Sponsored Display contextual targeting

With contextual targeting, you can show ads to audiences who are currently visiting products and categories that you select and similar products. Your ads may serve on and off Amazon, including Amazon detail and shopping result pages, third-party websites and apps, and Twitch.

Based on your bid optimization and targeting strategy, Amazon will find the optimal opportunity to show contextually relevant ads. Ads will rotate on Amazon product pages and off Amazon on third-party websites and apps and Twitch. The selected targets within your campaign determine whether the ad will serve on or off Amazon:

• Category and “similar product targeting” serve ads both on and off Amazon: Contextual targeting is an evolution of product targeting with a new name and expanded reach on contextually relevant third-party websites and apps. You can reach new audiences across diverse contexts on their shopping and entertainment journey both on and off Amazon. You can also use product detail page strategies to sell your product or complementary products on Amazon.

• Category with refinements and product targeting serve ads on Amazon only: Product targeting allows you to reach audiences on Amazon product pages. In addition, if you’re targeting multiple products sharing common features, you can refine categories with brands, price, ratings, or shipping status. This allows you to show ads on those Amazon product pages. In both of these scenarios, your contextual targets will only show ads on Amazon product pages.

Individual products

Select individual products, including products within your brand to show ads on their product detail pages. When you advertise your brand on your own detail page, you can build brand loyalty by showing complementary products within your brand. This strategy may help you drive purchase consideration. You can also advertise your products on other popular detail pages to engage potentially new audiences and drive consideration and awareness for your products. Sponsored Display doesn’t restrict the categories where you can advertise. You can advertise on product detail pages even when they’re outside of your category to reach incremental audiences “outside the aisle.” Amazon uses relevancy guardrails to make sure that ads are shown on appropriate detail pages.

Categories

Select entire Amazon categories as targets to help increase your audience reach and discovery. By targeting categories, they will show ads on related products within the category on and off Amazon. For example, you can target the “Fitness and Exercise” category to show ads on detail pages and search results for running shoes or show ads to customers off Amazon on websites or mobile apps. You can also filter products within the Amazon category by refining by brand, price range, star rating, and shipping eligibility. When you refine categories, your ads will only show on Amazon product and result pages that match the refined attributes.

Dynamic segments

You can use the similar to advertised products dynamic segment to help you launch your campaign easily and effectively. The similar to advertised products dynamic segment leverages Amazon machine learning algorithms to show ads to customers who viewed the detail pages of products that are similar to your advertised products. This includes showing ads to customer off Amazon on websites and mobile apps with similar context to the advertised product.