Overview

Amazon introduced two major advertising upgrades this week: Sponsored Display Audiences, which adds a granular audience‑targeting layer to Sponsored Display campaigns, and Views Remarketing, a tool that automatically retargets shoppers who have visited a product detail page. At the same time, Amazon launched Amazon Garage, a curated storefront designed to surface niche brands. These changes give sellers tighter control over who sees their ads, a new way to recapture interested browsers, and an additional discovery channel for specialty products.

Key Points

• Sponsored Display Audiences — Sellers can now build audience groups such as “customers who bought ergonomic office chairs in the last 90 days” and serve ads specifically to those segments.
• Views Remarketing — Amazon automatically creates a remarketing pool from anyone who viewed a product detail page in the past 30 days, allowing ads to follow those shoppers across Amazon’s web and mobile properties.
• Audience‑Based Bidding — Each audience tier can carry its own bid; for example, a seller may set a $1.20 CPC for “high‑intent yoga‑accessory purchasers” while keeping a $0.80 CPC for a broader “fitness‑enthusiast” group.
• Amazon Garage Launch — The new “garage” storefront groups niche brands into themed collections (e.g., Outdoor Adventure, Eco‑Camping), giving sellers a dedicated landing page that sits outside the main marketplace search results.
• Reporting Enhancements — The Advertising console now surfaces metrics like audience reach, view‑through rate, and traffic contributed by garage collections, letting sellers evaluate performance at a more granular level.

How Sponsored Display Audiences and Views Remarketing Work

1. Audience Definition — Within the Sponsored Display campaign builder, sellers click “Create New Audience” and select criteria such as recent purchases, product interests, or browsing behavior. Example: A premium yoga‑mat brand chooses “customers who bought yoga accessories in the past 90 days” as its target audience.