Product Display Ads Header

Creating Product Display Ads within Amazon Marketing Services

Product Display ads within Amazon Marketing Services (AMS) has given sellers an alternative method to advertise their products. AMS gives sellers a better way to highlight their brand, instead of just their product. In this post we’ll be talking about Product Display ads and how they compare to regular Sponsored Products ads. Let’s get started.

What Is Amazon Marketing Services?

Amazon Marketing Services (AMS) is Amazon’s product promotion service that enables merchants and vendors to create targeted advertisements for their products. The services offered by AMS are:

  1. Amazon Pages
  2. Product Display Ads
  3. Headline Search Ads
  4. Sponsored Products Ads

How to Sign Up for AMS

Only approved Amazon accounts are eligible for AMS. You need one of these five credentials to gain access:

  • A Vendor Central login
  • An Advantage Central login
  • A Vendor Express login
  • You can request an invitation to represent a vendor
  • A Kindle Direct Publishing (KDP) account

Tip: Vendor Express will typically be the easiest and most direct method of accessing AMS for most Amazon Merchants.

Anatomy of Product Display Ads

Upon clicking the Product Display option in the ad type menu, you will be confronted with two targeting methods: Product or Interest.




Interest Targeting

  • This option lets you target ads based on shopping behavior in order to reach a broader audience.
  • Target Specific Products: Select ASINs and related products where you want your ad to appear. This is useful if you want your product to appear on your competitors’ detail pages. You can add individual ASINs, UPCs or keywords. You can add hundreds of products to your targeting list here.
  • Campaign settings: In this section, you will name your campaign, set a CPC bid, daily or campaign budget, and the duration. Unlike Headline Search ads, you won’t be bidding on specific keywords. Remember, you’re focusing on specific products or interests.
  • You can create your ad with a custom headline, brand name and brand logo.
  • Save your draft or submit it for review when you’re satisfied.

Product Targeting

  • This option lets you select which detail pages your ad will be displayed on.
  • Target Interests: With this option, you can target your ad to appear in specific shopper interests (i.e. categories).
  • Once you’ve selected your main interests, the CPC budget and ad design options follow the same workflow as the Interest Targeting option.

How Ads Are Displayed on Amazon

Product Displayed ads are shown on an Amazon detail page on the right-hand rail below the buy box and shipping information, above “frequently bought together” section. The ads look slightly similar to a Sponsored Products ad but they highlight the brand more than the individual product. These ads can be displayed in 11 different sizes and/or styles, ranging from: 245×250,  402×250, 650×130, 300×250, 728×90, 160×600, 980×55, 270×150, Mobile (tablet), Mobile, and Email.

You can direct a Product Display ad to your product detail page or to a video—if you are afforded the capability—to show how the product works. This is a great use case for these types of ads because you can focus your ads on your brand, or around features of your product.

[one_half_first]Product Display Ad[/one_half_first][one_half_last]Sponsored Product Ad[/one_half_last] [one_half_first]product display ad[/one_half_first][one_half_last][/one_half_last]

Once Your Ad Is Live

When your ad has been live for a day or so you’ll start collecting data on its performance. The data you collect is similar to what you’d see in Sponsored Products. Here’s the information available:
product display ad

  • Impressions
  • Clicks
  • Click Through Rate
  • Detail Page Views
  • Total Spend
  • Average Cost per Click
  • Units Sold
  • Total Sales
  • Advertising Cost of Sales

You can download a CSV file of a report for each ad you’re running based on a start and end date. Reports are updated every five hours.

Product Display Ads vs. Sponsored Products Ads

We ran a Product Display ad and a Sponsored Products ad for a barbell collar to compare how each ad performs. Both ads ran for 10 days and each had a default bid of $2. Our results after the 10 days were polarizing.

Product Display Ad

Sponsored Products Ad

Time 10 days 10 days
Ad group ASINs 3 4
Impressions 5,408 70,046
Clicks 6 50
Default bid $2 $2
Ad Spend $8.76 $112
Avg. CPC $1.46 $2.24
Units Sold 0 42
Total Sales $0 $647.82
ACoS 0% 17.28%

It doesn’t take long to notice that our Product Display ad did poorly. We didn’t get a single sale. Whereas the Sponsored Products ads sold 42 barbell collars. We turned $112 into $647.82 with a respectable ACoS of 17.28%.

Not only did the Sponsored Products ads sell more—they received 8x the impressions! This means more eyeballs on the product. The results are pretty conclusive that Sponsored Products ads are still a great value if you have the money to invest.

Our Takeaway

If you’re new to advertising on Amazon then Sponsored Products is the best place to begin. But don’t let our experiment prevent you from running Product Display ads. We recommend that you understand and have some success with Sponsored Products ads before venturing into Amazon Marketing Services.

We still highly recommend running Headline Search ads within Amazon Marketing Services. We had tremendous success with our Headline Search ads where we spent $5,000 and made more than $15,000 in sales over five months.

Remember, an effective advertising strategy needs to be centered around the long game. You want to give yourself time to test bids and ad types with Product Display ads. Through optimization, you can develop profitable and effective advertising campaigns.

Cory Checketts

Cory is the content marketing manager at Seller Labs. He has more than five years of experience doing strategic communications and professional writing. When he’s not writing he’s getting dropped off the back of amateur cycling pelotons or yammering incessantly about Porsche.

This Post Has 4 Comments
  1. Sponsored Products Ad Data was wrong:
    1. With 250 click, Avg. CPC is $2.24, Total Ad spend should be $560 (not $112.33 in the chart), if so, the ACOS is only $560/$647.82=86.44%
    2. Please help to correct this so everyone can have a real data

    1. Yi, great catch. There was a typo in the data. The Sponsored Products ad actually received 50 clicks, not 250. So the math adds up with the avg. CPC and ACoS.

      Thanks for reading!

  2. Sorry but I totally disagree with the case study.

    Comparing the sponsored product ads with product display ads is like comparing apples and oranges. The sponsored product ad is while the customer is still in the shopping mode whereas the product display ad the customer is pretty much committed to a product and your presenting an alternative. As such you would never present the same ad and expect anything near the same results.

    Additionally, product display ads, along with headline search ads, provide the possibility of ad copy. In particular we have been able to produce a number of “Why buy x amount of these when you can buy one of these” product display ads that have been quite effective. For instance we have been running an ad since May 12 with the following results:

    Product Display 05/12/2017 08/31/2017 $500 18,155 105 $0.51 $53.96 $309.88 17.41%

    In another ad that we’ve been running since May 25 we targeting page 1 competitors for a given keyword.

    Product Display 05/25/2017 08/31/2017 $1,000 440,574 725 $0.83 $604.08 $1,425.46 42.38%

    The ACOS is a little high the 440,574 impressions is quite the opposite of what you saw above. The key to this ad was adding the automatic product selection (Items like this).

    While Product Display ads typically have a lower impression they are still quite viable. We found the key product display ads to be using effective counter purchase ad copy and including the “product like these” button.

    So while product display ads can be tricky at first we found that using the product display ad as a compliment to the sponsored product ad is quite effective.

    1. Roger, thanks for checking out the case study. I understand that you may disagree but these were the number I received after running the two ads. Granted, I didn’t really do any variations and the experiment was rather simple but I still stand by what I said. I would like to run some more experiments comparing ad copy (like counter purchase copy) like you did to see what kinds of results would emerge. Yes, I agree that using product display ads to compliment SP ads is an effective strategy. I’ll double check my numbers either way. Thanks for reading.

Leave a Reply

Your email address will not be published.