Overview

Amazon has added a new series of free videos to Seller University that focus on Sponsored Display advertising. The tutorials, released in March 2024, walk sellers through contextual targeting, audience segmentation, views remarketing, bid tuning, and creative refreshes. Sellers who adopt the recommended tactics can tap into Amazon data showing a 16 % lift in return on ad spend (ROAS) when product and category targeting are combined, making the training directly relevant to profit margins.

Key Points

• Contextual targeting walkthrough — The videos demonstrate how to set up both product‑level and category‑level targets in a single Sponsored Display campaign, such as pairing a specific ASIN for a stainless‑steel skillet with the broader “Cookware” category.
• Audience campaign tutorials — Sellers learn to apply Amazon‑provided audience segments—like “Home‑cooking enthusiasts” or “Frequent buyers of outdoor gear”—to reach shoppers on Amazon sites and partner apps.
• Views remarketing setup — Step‑by‑step instructions show how to create ads that follow users who viewed a listing (e.g., a Bluetooth speaker) but did not purchase, displaying the ad on Amazon’s homepage, Fire TV, or Kindle devices.
• Bid optimization tips — The series outlines methods for adjusting bids based on placement performance, such as raising bids for high‑conversion product pages while lowering them for low‑traffic category pages.
• Creative refresh guidance — Best practices cover swapping out stale images, updating headlines to reflect seasonal promotions, and adding brand logos to improve click‑through rates during peak periods.

How Sponsored Display Training Works

1. Contextual Targeting Module — The video begins with a live demo of creating a Sponsored Display ad set, selecting a primary product ASIN, then adding a complementary category target. For example, a seller of organic baby formula adds the “Baby Food” category to capture shoppers browsing related items.
2. Audience Segmentation Module — Next, the tutorial shows how to choose from Amazon’s pre‑built audience lists, such as “Prime members who purchased pet supplies in the last 30 days,” and attach those lists to a new campaign. The seller can then allocate a dedicated budget to reach this high‑intent group across Amazon’s owned and operated sites.