Sponsored Products vs Sponsored Display: what is the difference?
Sponsored Products shows your product in Amazon search for chosen keywords. Sponsored Display reaches audiences and product pages, on and off Amazon.
Sponsored Products answers a search: you bid on keywords or products, and your listing appears in Amazon search results and on product pages. Sponsored Display follows a shopper: it targets audiences or product pages instead of keywords, on and off Amazon, including people who already viewed your products. Sponsored Products sells to people who are looking; Sponsored Display reaches people who are not looking anymore, and brings them back.
Amazon now calls Sponsored Display simply "Display". Checked against Amazon's help pages in October 2026.
Side by side
| Sponsored Products | Sponsored Display | |
|---|---|---|
| Targets | Keywords or products | Audiences or products |
| Appears | Amazon search, product pages, off Amazon | Amazon pages, off Amazon |
| The ad | Your product listing | Made from your product, or your creative |
| Retargets visitors | No | Yes |
| Pricing | Per click | Per click or per 1,000 views |
| Who | Sellers, vendors, authors | Registered brands, vendors, KDP authors |
| Sales credited | After a click | After a click or a view |
Details: Sponsored Products also runs off Amazon by default, in 14 countries; Display has no keywords, and reaches brands that do not sell on Amazon. Sponsored Products credits sales for 7 days after a click for sellers, 14 for vendors and authors; Display, 14 days.
When to use Sponsored Products
- The shopper is searching. Your product appears for the words they type, and the click lands on the page where they buy.
- You are starting. No Brand Registry, no creative to design, and automatic targeting can pick the searches for you. What Sponsored Products are.
- You want to measure each keyword. Every keyword and search has its own clicks, cost and sales.
When to add Sponsored Display
- Shoppers viewed your product and left. Remarketing audiences reach them again, on Amazon and off it. Amazon leaves out anyone who bought the product in the last 30 days. What Sponsored Display is.
- You want to sit on chosen product pages without keywords: target products or categories, refined by brand, price, rating or Prime.
- You want to reach people by interest or life event, before they search.
Amazon's own order is Sponsored Products first, then Sponsored Brands and Display once those campaigns run efficiently.
Frequently asked questions
Can Sponsored Products ads also show off Amazon?
Yes. By default they also appear on third-party sites, apps and creator content in 14 countries, using the same keywords, bid and budget. How it works.
And Sponsored Brands?
Sponsored Brands promotes your brand with a logo, a headline and several products, mostly at the top of search. Sponsored Brands vs Sponsored Display.
Sources
- Understand Sponsored Products, Amazon Ads
- Understand Display, Amazon Ads
- Understand targeting in Display campaigns, Amazon Ads
- Understand Sponsored Products off-Amazon advertising, Amazon Ads
- Ad campaign attribution, Amazon Ads
- Understand bidding on Sponsored ads, Amazon Ads
- Create multi ad product campaigns, 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.