Sponsored Display audiences and remarketing — the audience-targeting lever.

Audience targeting is what makes Sponsored Display different from SP and SB. Where SP and SB target queries and pages, SD can target people: shoppers Amazon classifies into one of several audience buckets. Four audience types are exposed in the campaign builder.

1. Views remarketing

Shoppers who viewed your ASIN or a similar ASIN in the last N days (window configurable 7–90 days) without purchasing. The classic remarketing audience. Conversion rate is typically the highest of the four audiences because intent is already documented — these shoppers were on the page.

2. Purchases remarketing

Shoppers who purchased the ASIN (or a related one) in the past. Useful for cross-sell to existing customers (consumables, accessories) and replenishment of subscription-style products. Never bid this audience at the same level as views remarketing — the use-case is different.

3. Amazon audiences (in-market, lifestyle, interests)

Amazon's pre-built audiences derived from shopper behaviour: in-market for a category, lifestyle audiences (e.g. fitness enthusiasts), interest audiences. Top-of-funnel discovery. Conversion rates are low; pair with vCPM cost type when the goal is reach.

4. Lookalike and custom audiences

Lookalike audiences derived from your purchaser data, or custom audiences uploaded via Amazon DSP. Available on a subset of accounts; useful for scaled brands with sizeable first-party data.

The remarketing window

The lookback window for views remarketing is the lever that decides how aggressive the campaign is. A 7-day window gets you only the most recent intent — conversion rates high, audience size small. A 90-day window gets you a much larger audience with weaker intent. Default starting point: 30 days, with bids derived from the resulting realised CVR.

Cost-type choice for each audience

Views and purchases remarketing: CPC, optimise for conversions. In-market / lifestyle / interest audiences: vCPM, optimise for reach. Lookalikes: depends on intent strength — start CPC, switch to vCPM if CVR is structurally low.

Why SD remarketing is the second campaign every account should add after the SP foundation

Once SP is producing detail-page traffic, that traffic seeds the remarketing audience. A small SD remarketing campaign on views-not-purchased typically returns the highest ROAS of any campaign in the account, because it is harvesting an intent signal that SP itself created.