Comparing Performance Metrics: Sponsored Display vs Sponsored Products and Key KPIs to Watch

Amazon is a giant among online retailers because it allows vendors to reach a massive customer base. However, along with these possibilities come difficulties, particularly in marketing. Sponsored Displays and Sponsored Products are two of Amazon’s most utilized forms of advertising. However, how do they compare? What performance indicators should you monitor? Let’s dive in.

Sponsored Display vs Sponsored Products: An Overview

Sponsored Display:

Reach Beyond Amazon:

Sponsored Display stands out because it can expose your ads to people who are not already Amazon customers. These ads will continue to promote your business even when consumers need to start using Amazon’s website or mobile app to make a purchase.

Dynamic Targeting:

Sponsored Display Ads make use of Amazon’s extensive database of customer activity. These ads can target users based on their shopping history, product views, and abandoned carts. Such precision keeps your ads relevant, increasing conversions.


The reach of these commercials goes beyond desktop computers. They have been made mobile and tablet-friendly to eliminate any disruptions in the viewing experience.

Sponsored Products:

Prime Real Estate on Amazon:

Sponsored Products are featured prominently throughout the Amazon site. These ads are placed at the top of search results and product detail pages to capture shoppers’ attention at crucial decision-making moments.

Keyword Optimization:

Keyword targeting makes Sponsored Products powerful. Advertisers can bid on keywords to appear when customers search for related products. This keyword-centric approach can be fine-tuned based on performance data, allowing for continuous optimization.

Direct Path to Purchase:

Sponsored Products are designed with one primary goal in mind: driving sales. These ads streamline buying by sending customers to the product’s detail page.

Performance Metrics: A Comparative Analysis

Several factors affect Sponsored Display vs. Sponsored Product performance metrics:

Reach: Sponsored Display appears online, while Sponsored Products are limited to Amazon. Sponsored Display gives you access to audiences even if they are not currently purchasing on Amazon.

Targeting: Sponsored Products rely heavily on keywords, making them more appropriate for sellers with a firm grasp of their intended market’s search habits. Sponsored Display tailors ads to shoppers’ habits, making it more dynamic.

Placement: Sponsored Products appear directly in Amazon search results, increasing conversion rates. Sponsored Display ads on non-shopping websites or apps may lower conversion rates but increase brand visibility.

Amazon KPIs to Watch

You must monitor the right KPIs to measure campaign success with Sponsored displays or Sponsored Products. These Amazon KPIs should be monitored:

ACoS (Advertising Cost of Sale): This denotes the ad spend to targeted sales ratio.

CTR: The number of clicks on your ad divided by the number of times it’s shown. If your CTR is high, people are paying attention to your ad.

Conversion Rate: This is the number of sales from clicks on your ad. A high conversion rate means your ad is attracting and converting customers.

Return on Ad Spend (ROAS): This metric shows how much money was made for every dollar spent on advertising.

Impressions: This shows how many times your ad is shown. Even though a higher number of impressions does not always mean more sales, it does mean that your brand is getting more attention.


Your advertising goals will determine whether you choose Sponsored Displays or Sponsored Products. Sponsored Display may help you promote your brand online. Amazon conversions may benefit from Sponsored Products.

Whatever you choose, monitoring the right Amazon KPIs will keep you on track and optimize your campaigns for maximum ROI. E-commerce success depends on data-driven decisions.

Choosing between Sponsored Display and Sponsored Products is crucial, but continuous analysis and optimization drive success. In e-commerce, where consumer behaviors and market trends change constantly, data-driven decisions are essential. By staying informed and agile, brands can confidently navigate the Amazon advertising landscape and achieve their desired outcomes.

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