Amazon Display Ads for off-Amazon retargeting with on-Amazon data.

Amazon Display Ads run through Amazon's DSP to place banner and native creative across the open web and apps — outside Amazon itself — using Amazon's first-party shopping and browsing data to build the targeting audiences. This is distinct from Sponsored Ads (which run inside Amazon search results) in both placement and purpose: Display Ads exist specifically to bring shoppers who viewed or almost-purchased a listing back to complete the purchase, wherever they happen to be browsing next, on or off Amazon.

The targeting advantage here is real first-party purchase-intent data, not third-party cookie inference — which has become increasingly important as cookie-based display targeting degrades across the open web. We build this into a full-funnel structure: prospecting to new audiences with Amazon-informed interest signals, retargeting shoppers who viewed but did not buy, and cross-sell/upsell display to existing customers, all measured against actual conversion and ROAS, not just impressions served.

A gap we see constantly in Amazon-selling brands is running Sponsored Ads diligently inside Amazon search while leaving the entire off-Amazon retargeting opportunity untouched — meaning a shopper who viewed a product listing, clicked away without buying, and would likely convert with a simple reminder never sees the brand again. This is pure abandoned-opportunity revenue, since the shopping-intent data already exists inside Amazon's ecosystem; Display Ads is simply the mechanism for acting on it across the rest of the web the shopper visits next. We also see brands confuse this service with general programmatic display, missing the specific advantage Amazon DSP offers: audience segments built from real purchase and browsing behaviour on the world's largest shopping platform, rather than third-party inferred interest data of uncertain quality. As third-party cookies continue to degrade across Chrome and other browsers, this first-party-data advantage becomes more valuable over time, not less, which is why we recommend Amazon Display as a durable part of a retargeting stack rather than a short-term tactic.

This naturally pairs with and extends our Amazon Marketing Services (Sponsored Ads) work — it needs an existing Amazon presence with real shopping-signal data to build audiences from, which means it is best added once Sponsored Ads is already running and generating that data, rather than as a first step before any Amazon ads activity exists.