Amazon Display Ads (Formerly Sponsored Display): A Guide for Sellers
If you have been looking for "Sponsored Display" in your Amazon ad console and can't find it, you're not imagining things. Amazon has folded it into a broader product simply called display ads, run through its Amazon Ads Agent platform. This guide explains what changed, how display ads work for marketplace sellers, what they cost, and when they are worth using alongside Sponsored Products and Sponsored Brands.
What changed
Amazon's Sponsored Display page now reads: "Sponsored Display is now known as display ads." Amazon says it is introducing "a single ad platform that connects your display campaigns with customers across Amazon properties including Twitch, Fire TV, and Echo Show, as well as premium placements across the open internet."
- "Existing Sponsored Display campaigns will continue to run uninterrupted," and can be found under Display, Video, and Audio campaigns in Amazon Ads Agent.
- To create a new one: go to Campaigns, click Create Campaign, then under "Display, Video, and Audio" click "Display."
How display ads work
According to Amazon's display ads page and display advertising guide:
| Topic | What Amazon says |
|---|---|
| Who can use it | "Available for any business to get started in minutes" |
| Where ads appear | Across the Amazon store (e.g. homepage and product detail pages), Amazon-owned sites like Twitch and IMDb, and "thousands of third-party apps and websites" |
| Targeting | Audiences built from "demographics and shopping signals," plus remarketing to shoppers "who have already viewed your products" |
| Pricing (self-service) | Cost-per-click (CPC) or cost-per-thousand viewable impressions (vCPM), "with no minimum campaign spend requirements" |
| Managed service | Display, Video, and Audio managed by Amazon "typically requires a minimum spend of $50,000 (minimum may vary per country)" |
| Formats | Images and video; standard sizes include 300×250, 728×90, 160×600 and 300×600 |
| Landing page | An Amazon product detail page or a custom external landing page |
| Retail rules | Ads "will not serve if the advertised ASIN is out of stock or not the Featured Offer" |
Source: Amazon Ads (accessed Nov 9, 2026). Features and minimums can change and vary by country.
What you pay per click
Amazon's CPC guide defines cost per click as "the amount paid when a shopper clicks on your ad," noting that "the final CPC is usually determined by an auction and is based on your adjusted bid plus additional factors." Maximum CPC is "the highest amount an advertiser could be charged for a click," and average CPC is "the average amount spent on each click." Amazon also says display ads use "automated bidding to adjust your bid based on conversion." With vCPM you pay for viewable impressions instead, which suits awareness goals.
Because display ads stop serving when your ASIN is out of stock or loses the Featured Offer, check inventory and pricing before blaming the campaign for low delivery.
When display ads make sense for sellers
- Remarketing. Reaching shoppers who viewed your product but didn't buy is often the most efficient starting point.
- Defending your listings. Showing ads on your own detail pages and related products can keep shoppers in your catalog.
- New launches. Display builds awareness when search volume for a new product is still low.
- Off-Amazon reach. Larger brands can reach Amazon audiences on third-party sites and send them back to Amazon.
For most small sellers, display ads complement rather than replace Sponsored Products bidding and Sponsored Brands. Search ads capture existing demand; display helps create and recapture it.
Setting up a first campaign
- Pick a clear goal: conversions for remarketing, reach for awareness.
- Start with a small group of best-selling ASINs that are in stock and win the Featured Offer.
- Use CPC for performance goals; consider vCPM for awareness.
- Upload clean images and, if you have it, short video.
- Set a modest daily budget and review results after a few weeks.
- Judge results by ACOS and by total sales impact; see our guide to ACOS and TACoS.
How Atronia Innovations can help
We manage Amazon ads across search and display for brands and factories, with budgets tied to margin and inventory. See our pricing or talk to our team.
