Amazon Product Display Ads | A Comprehensive Guide

Amazon offers a variety of advertisement products to give control over who or what your ad is targeting, as well as where your ad can appear. Amazon product display advertisements are a part of the Amazon marketing services pack, that allows merchants, retailers, and sellers to advertise their products. 

Sponsored Display Ads (formerly “Product Display Ads”) are a unique re-marketing advertisement product from Amazon that allows you to show your ad to consumers who have previously viewed your product, similar products or relevant category.

Guide Amazon Product Display Ads DataHawk Blog
Guide Amazon Product Display Ads DataHawk Blog

While Amazon sponsored Product Ads and Sponsored Brand Ads use keywords to target audiences, Sponsored Display Ads use Amazon’s audience demographics data to target audiences based on their shopping behavior. They will appear according to the user’s interest or products list, meaning that they’re going to target your consumer down to the smallest possible detail.

They play an integral role in increasing the sales of your product, alongside visibility, and reputability. If a product is featured everywhere, it’s bound to be a good product, right?

Well, the answer to that question is fickle. If you’re smart enough and you play the Amazon marketing services right, you can have virtually any product featured anywhere. 

When you’re utilizing this form of advertising, being specific is the key. It is important to focus on specific niche and group in relevant product categories. Also, the marketing form is only available for vendors, so if you don’t fall within that category, you’re out of luck.

In this article, we’re going to be discussing this form of advertising, and we’re going to cover every nook that it has to offer.

Guide Amazon Product Display Ads DataHawk Blog

Amazon Product Display Ads | What Are They?

Guide Amazon Product Display Ads DataHawk Blog

Amazon Product Display Advertisements also known as cost per click advertising, works on a simple basis, which is, you only pay for as much as you get. Having a flat ad doesn’t do that, and this increases the ad value and utility by a marginal amount.

The major benefits of Amazon Product Display Ads are:

  1. They help vendors attract sellers to their brand, product or platform thus bringing traffic to the product page.
  2. They target the interests of shoppers, similar products, and competitive products, therefore increasing the brand awareness in your niche.
  3. It allows you to advertise directly on your competitor’s page.
  4. It boosts the exposure for new product listing. 

Because this allows you to place your ad under your competitor’s listings, you have an opportunity to place your best products against theirs. However, you should make sure to verify where you have a real chance of getting clicks and beating your competitor’s product. However, it is a fact that, since these ads do not display on the SERP (Amazon’s Search Engine Results Page) they tend to have a slightly less conversion rate.

This is a comprehensive approach to marketing that guarantees product visibility to as many potential shoppers as possible. The costs of this is also far more feasible than targeting advertisements. Product display ads allow a user to discover, fall in love, and eventually purchase your product.

Guide Amazon Product Display Ads DataHawk Blog

Amazon Product Display Ads |Where Do I Find Them?

Amazon product display ads generally appear on the right sidebar under the cart button. Actually, they are a little bit everywhere. You can find them on: 

  1. Customer review pages
  2. Top of product listing pages
  3. Product detail pages
Guide Amazon Product Display Ads DataHawk Blog

The top of the search results for relevant terms and keywords/phrases is also home to Amazon Product Display ads.

We can see the two different types of  Amazon Sponsored Ads.

The one on the right below the Add to Cart space is a customizable Product Display ad that allows you to include your logo and a headline in your ad. 

It is given that, proper investment is bound to make most of the magic behind your advertisement. If it is not placed correctly, the ROI could decrease significantly. If used efficiently,  in crucial places like the above, it could be very helpful for ROI and eventually increase your sales.

Guide Amazon Product Display Ads DataHawk Blog

What Can I Gain from Amazon Product Display Ads?

The Amazon Product Display Ads are very versatile and they offer certain benefits that come with using this form of Amazon advertising in your ad strategy. You can gain a lot of ROI and increase your sales by a marginal amount.

These advertisements allow you to advertise a product to a much larger audience. If a customer likes your product, they’re going to purchase it. If they don’t know it exists, such ads could be seen as useful interruptions.

These advertisements help you create well funneled and targeted audience ad campaigns and strategies. 

They’re also a great way to bring traffic to your product page and control your budget and bid. It facilitates the sellers to select the placement for ads precisely and target based on customer interests. 

And, it comes with an easy-to-use, grid-based, GUI dashboard, that enables you to gauge clicks, impressions, sales, etc. which will help you stay on the top. 

Guide Amazon Product Display Ads DataHawk Blog

Why Should I Use These Advertisements?


Amazon Product Display Ads impact a seller’s overall Marketplace presence:

  • Accelerating the growth of newer or low-exposure ASINs
  • Increasing visibility for your top Buy Box offers
  • Acting as an incremental revenue driver

If you’re already a seller on Amazon and have your very own selling portal/platform, you can benefit from these advertisements. If you’re looking to raise awareness and expose your product to the world, which is already listed, consider using the display ads.

They have been purposefully made to help drive people to your website and platform.  Consumers like to be pampered; there’s no doubt about it. Targeting a specific demographic through these advertisements is going to drive them to purchase your product, making some high ROI and ultimately resulting in sales.

If people purchase things from your website, they’re directly becoming your customers on Amazon. All the data that they provide will be given to you, which you can use for a myriad of things. Later advertisements, better investments, and improved marketing are all things you can expect from more customer data.


Guide Amazon Product Display Ads DataHawk Blog

How Do I Use Display Ads?

Setting up a Display Ad is a cakewalk. It is as easy as setting up an Amazon account, it won’t take a lot of time. You are supposed to give a detailed product feed including different attributes like the price, image, and a super-detailed description with carefully chosen keywords. 

Your description is perhaps the most critical piece of information that your product has. If you’re looking to convert your clicks into sales, you’ll have to grab the attention of your reader by using suitable keywords.

Sure, the images are a great “hook,” but a good description is going to instill confidence, inform, and make the consumer stick to your product.

To make a compelling description of your product will get easy with the following steps.

  1. Keep it informative
  2. Keep it interesting
  3. Keep it fun
  4. Fill up on keywords
  5. Fill up on keyphrases
  6. Make it coherent
  7. Revise and rework if necessary

 If you’ve filled up on all this information, you can expect the following benefits: 

  1. More Consumers
  2. Increased Product Traffic
  3. Targeted Advertisement
  4. Complex Strategies
  5. Better ROI
  6. Increased Individual Sales
  7. More User Data
Guide Amazon Product Display Ads DataHawk Blog

Amazon Product Display Ads | How Do I Create Them?

Creating an Amazon product display ads is very simple and requires completing only a few simple steps, which are as follows: 

  1. Targeting Mode Selection

The first step of your advertisement is choosing the right mode for targeting. Amazon offers you two options when it comes to targeting.

Product-Based Targeting

When you pick the product-based targeting, you select which product of your competitor you would like to advertise with. If you’re looking to ruin the day of your competitor, now is the time to choose his product. 

However, if you want to focus on your own products, you can choose similar or complementary products to appear in the same space. This will keep all your promotional and marketing efforts within one brand’s selection, further increasing brand recognition, internal marketing, and arguably a better ROI and campaign performance.

Interest-Based Targeting

If interest targeting appeals more to you, the algorithm is going to target your product based on user and consumer interests automatically. This might not be that great with respect to sales, but it’s a great way to market your brand. 

Guide Amazon Product Display Ads DataHawk Blog

Picking The Right Product

After choosing the targeting mode comes the more important step of selecting the right product. You need to pick the perfect product for your advertising efforts. Note that, you’re only permitted to advertise one product with Display Ads. You can also use it’s ASIN or the name of the product to choose it for the campaign.

Make sure you’re picking only the best product you offer. If you think you have a rough diamond that only needs a slight push, you should market that. Don’t sell already successful products, as that might prove to be a waste of time and not really the optimal use of the ad.


Guide Amazon Product Display Ads DataHawk Blog

Funnel down the Selection

Amazon is absolutely nothing, if not in-depth. You will have to select another level of targeting that is going to target either product directly or people. This is based on the category that you’re selling your product within and will show up in that category exclusively.

If you want to increase sales, the product-based targeting option is the one for you; and if you want to raise brand awareness, you can individually target any other product.

 The second tier of targeting allows you to target by:


The product-based targeting is for you if you’re looking to promote your product or include it in your promotional strategy. You can select the width of this marketing effort, depending on the reach you want to achieve. If you’re looking to target a smaller niche or a bigger populace, you’re permitted to do so.


If you’ve picked the category targeting, you’re in for no effort at all. This fantastic and automatic targeting tactic reaches the complete product category on Amazon.

However, it is important to note that you cannot aim at the product page that you are promoting.

Guide Amazon Product Display Ads DataHawk Blog

4. The Advertisement Campaign Setting

You need to set up a campaign. It is explained into  three different fields that you will need to fill up:  

The Title Of Your Campaign

When you are assigning a title to your advertisement campaign, you need to make it easy, simple, and understandable. It should be instantly recognizable, and you only get one shot at doing that. You won’t be allowed to change this name later, so put some effort into making it fun, unique, and utilitarian.

The CPC Bid

The CPC bidding is the amount that you will pay for every click on your advertisement. This is the only place where you have to bid for your ad. You don’t offer for keywords, just clicks on your ad, increasing organic traffic and getting a better ROI.

The Campaign Budget

PDA gives you two options to either set your campaign budget or daily budget. 

In the daily budget, there is an option to choose the date range for the campaign whereas in the campaign budget, with this date option, you also get to set the ad campaign with two additional features: deliver evenly / deliver as soon as possible. 

Guide Amazon Product Display Ads DataHawk Blog

5. The Script Effort (Creating an ad.)

Following are the points you should keep in mind while crafting an ad:

Headline: Give it a proper headline. This should be a unique, creative headline that follows all the Amazon guidelines. It shouldn’t exceed the limit of 50 characters. In case it is rejected, there could be a deeper reason, so contact customer support.

Name of the Brand: Choose a brand name, and as the ad goes live it will be displayed on various places in the format – Sponsored by YYY. 

Product Description: Although there is no boundation in terms of the number of characters you shouldn’t make it long, drab or boring. Keep things spicy and keep refreshing. Build reliability and interest within your customer base with an exciting description.

Logo: Visuals are going to bring customers in, and the description is going to make them stay. Upload your logo to be displayed next to your product.

Guide Amazon Product Display Ads DataHawk Blog

6. Previewing the Advertisement

The Display ads that you have created can be viewed in nine different formats. Although you can’t choose the size of your advertisement, you can control it through your bid and your added budget.

The bigger the bid, the bigger the budget, the bigger your advertisement. And better will be the finances that are backing your advertisement strategy and effort. Getting a better, more dominant spot on the website could be achieved with this.

Guide Amazon Product Display Ads DataHawk Blog

7. Submitting the Ad Campaign

When you’re done with all the above steps and ready to post, you can select to submit your campaign to the preview of the Amazon moderator team or save it as a draft.

It’s best to thoroughly review your advertisement effort a couple of times before submitting it to the Amazon moderator team. This is your effort, money, and time you’re investing in the advertisement.

Amazon doesn’t let you modify the advertisement much once in the running stage. This means that what is submitted is pretty much final which means no room for modification.

When you submit your Amazon advertisement campaign, you are likely to be answered within three days. If it’s accepted by the moderator team, it’s automatically going to be live.

Guide Amazon Product Display Ads DataHawk Blog


Like all Amazon PPC ads, there are many strategies you can take. Just allow yourself time to test out strategies to see what works. 

Amazon Display Ads allow you to set the budget per day and help you monitor your spendings which is different from other available models.

Creating campaigns targeting competitor’s ASINs, choosing ASINs of products you know are really going to bring sales, or recently launched products are the options you can look to bid on. However, your best selling product is your trump card to pitch against your competitors' product, given that it is backed with images and description a notch above that of the competitor.

Viewing daily sales data of a product on Seller Central and understanding how it affects your BSR and keyword rankings is critical to run your business.

DataHawk Finance provides a minimalist and helpful Amazon sales reporting tool for Seller Central merchants to quickly analyze performance.

Guide Amazon Product Display Ads DataHawk Blog

 If boosting brand awareness and competing right under the buy box are your objectives, you can’t go without display ads.

To learn about the other Amazon ad types you can use, check out our article about Sponsored Product Ads

Read also

January 20, 2019 Educational
The Ultimate Guide to Amazon Sponsored Product Targeting Ads

Learn how to best implement Amazon Sponsored Product Targeting Ads and...

December 16, 2020 Educational
Amazon Sponsored Display Audiences

Amazon Advertising's Sponsored Display Audiences enables sellers and v...

March 10, 2020 Educational
The Ultimate Guide to Amazon Sponsored Brands Ads

Your ultimate guide to mastering Amazon sponsored brand ads....

Get the latest eCommerce and Amazon insights and trends delivered straight to your inbox

IE Notice
Please note that DataHawk no longer supports Internet Explorer.

We recommend upgrading to the latest Microsoft Edge, Google Chrome, or Firefox.