How does Amazon Sponsored Display retargeting work?
Amazon Sponsored Display retargeting shows your ad to shoppers who viewed (up to 90 days) or bought (up to 365 days) products you pick, on and off Amazon.
Amazon Sponsored Display retargeting, which Amazon calls remarketing, shows your ad to shoppers who viewed or bought products you choose. Views remarketing looks back up to 90 days, purchases remarketing up to 365 days, and the ads follow those shoppers on Amazon and on other sites and apps. It is only available to advertisers who sell on Amazon.
Checked against Amazon's help pages in October 2026. New to Display? Start with what Sponsored Display is.
Views or purchases?
| Views | Purchases | |
|---|---|---|
| Reaches | Shoppers who viewed product pages | Shoppers who bought |
| Looks back | Up to 90 days | Up to 365 days |
| Use it to | Win back shoppers who did not buy, support a launch | Repeat sales, cross-selling, loyalty |
You can use one or both in the same campaign.
What you can target
- Categories: shoppers who viewed or bought in a category, refined by brand, price band, Prime or star rating. Amazon's examples: shoppers who bought household supplies under $50 in the past 14 days, or viewed children's running shoes under $250 in the past 30 days.
- Dynamic segments, chosen by Amazon's machine learning:
| Segment | Strategy | Who it reaches |
|---|---|---|
| Advertised products | Both | Shoppers who viewed or bought your advertised products |
| Similar to advertised products | Views | Shoppers who viewed products very similar to yours |
| Related to advertised products | Purchases | Shoppers who bought products that go with yours |
Dynamic segments cannot be refined by brand, price or rating.
How to set it up
- In a Display campaign, choose audience targeting.
- Pick Views or Purchases, then the lookback window.
- Add categories or dynamic segments, and a bid for each.
- Choose the conversions strategy to optimize for sales: Amazon names it for remarketing with views.
If Amazon says the audience is too narrow, pick another category, remove refinements, or lengthen the window.
Good to know
- Recent buyers are left out: Amazon says audience campaigns always exclude shoppers who bought the advertised product, or a similar one, in the last 30 days.
- Every window includes shoppers browsing those categories right now.
- Sales are credited for 14 days after a click, or after a view with the reach strategy.
- Remarketing needs products sold on Amazon: brands that do not sell there get Amazon audiences only.
Sources
- Understand remarketing audience segments, Amazon Ads
- Understand targeting in Display campaigns, Amazon Ads
- Display set-up (views and purchases remarketing), Amazon Ads
- Optimization strategies for Display, Amazon Ads
- Ad campaign attribution, Amazon Ads
Gloriads is an Amazon Ads automation platform that creates, monitors and optimizes Sponsored Products campaigns for sellers, brands, authors and agencies, by rules you control. See how it works.