Learn how Amazon retargeting works, how to reconnect with interested shoppers, and how sellers can use retargeting campaigns to support sales and business growth.

Getting a shopper to visit your Amazon product page is an important first step. However, not every visitor buys the product on their first visit. Some shoppers compare multiple products, check the price, read reviews, or simply leave the page and plan to return later.

This is where Amazon retargeting can help.

Amazon retargeting allows sellers to reach shoppers who have already shown interest in a product or a similar product. By showing relevant ads to these shoppers again, sellers can remind them about their products and encourage them to return and complete their purchase.

Because retargeting focuses on people who have already interacted with a product or brand, these shoppers may be more familiar with the product than someone seeing it for the first time. 

However, successful retargeting requires more than simply showing the same ad repeatedly. Sellers need to choose the right audience, use suitable ad formats, control their budget, and regularly review campaign performance.

In this guide, you will learn how Amazon retargeting works, the main advertising options available, the benefits of retargeting, best practices to follow, common challenges, and the key metrics you should monitor.

What Is Amazon Retargeting?

Amazon retargeting is an advertising strategy that helps sellers reconnect with shoppers who have previously shown interest in their products or related products.

Depending on the advertising solution and audience available to your account, retargeting can help reach shoppers who may have:

• Viewed a product but did not purchase it.
• Added a product to their cart but did not complete the order.
• Viewed similar products.
• Previously purchased from your brand.
• Shown interest in a particular product category.

These shoppers may see your ads again while browsing Amazon or, depending on the advertising campaign, while visiting other websites and apps.

For example, imagine a shopper views your product but leaves without buying. Later, they see an ad for the same product or another product from your brand. This reminder may encourage them to return to Amazon and complete the purchase.

Retargeting does not guarantee a sale, but it gives sellers another opportunity to reach shoppers who have already shown some level of interest.

How Does Amazon Retargeting Work?

Amazon retargeting uses shopper activity to help advertisers reach people who may be interested in a product.

The process generally works like this:

1. A shopper views a product or interacts with a product category.
2. The shopper leaves without completing a purchase.
3. The shopper becomes part of an eligible advertising audience.
4. A retargeting ad is later shown to that shopper.
5. The shopper clicks the ad and may return to Amazon to complete a purchase.

The timing and audience available depend on the advertising product being used. Some campaigns may focus on shoppers who recently viewed products, while others may use broader audience segments.

The main idea is simple: instead of letting interested shoppers disappear after one visit, retargeting gives sellers another chance to reach them.

Types of Amazon Retargeting Campaigns

Amazon offers various advertising solutions to help sellers reach shoppers who have previously shown interest in their products or related categories.

1. Sponsored Display Retargeting: Sponsored Display is one of the most accessible options for reaching relevant audiences through Amazon advertising.

Depending on the campaign setup and available targeting options, sellers can use Sponsored Display to reach shoppers who have viewed products or shown interest in related products and categories.

These ads can appear in different placements across Amazon and, depending on the campaign, may also reach shoppers outside Amazon.

Sponsored Display can be useful for:

• Re-engaging shoppers who viewed a product.
• Promoting products to relevant audiences.
• Reaching shoppers who are considering similar products.
• Supporting product launches and seasonal campaigns.

Sponsored Display is often a useful starting point for sellers who want to explore audience-based advertising without building a more complex advertising strategy.

2. Amazon DSP: Amazon DSP, or Demand-Side Platform, provides more advanced advertising and audience targeting options.

It can help advertisers reach specific audiences across Amazon-owned properties and selected third-party websites, apps, and other digital locations.

Depending on the campaign and eligibility, advertisers can use audience signals related to shopping behavior, product interest, and other relevant data.

Amazon DSP may be suitable for brands that want to:

• Build more advanced retargeting campaigns.
• Reach audiences across multiple digital channels.
• Promote products to shoppers who have shown relevant interest.
• Create broader brand awareness campaigns.
• Use more detailed audience targeting options.

Because DSP campaigns can be more complex, sellers should understand their audience, budget, and campaign goals before investing heavily in them.

3. Sponsored Products for Re-Engagement: Sponsored Products are primarily used to promote individual product listings in Amazon search results and other eligible placements.

Although they are not designed solely as a retargeting tool, they can still help reach shoppers who are already familiar with your product or are searching for similar products again.

For example, a shopper may have viewed your product earlier but later search for the same type of product. A Sponsored Products ad can help your listing appear when that shopper searches again.

Sponsored Products can be especially useful for:

• Reaching shoppers with strong purchase intent.
• Supporting product visibility in search results.
• Promoting products to shoppers searching for related keywords.
• Supporting a broader Amazon advertising strategy.

Using different advertising formats together can help sellers reach shoppers at different stages of the buying journey.

Why Should Amazon Sellers Use Retargeting?

Retargeting can be a valuable part of an Amazon advertising strategy because it focuses on shoppers who have already shown some interest.

1. Reconnect with Interested Shoppers: Not every shopper is ready to buy during their first visit. They may be comparing prices, checking product reviews, researching alternatives, or waiting until a later time to make a decision.

Retargeting gives sellers another opportunity to reach these shoppers. A well-timed ad can remind them about a product they previously viewed and encourage them to return. Since these shoppers have already interacted with a product or category, they may need less effort than someone who has never seen the product before.

2. Recover Some Missed Sales Opportunities: Every product page visit does not result in a sale. Some shoppers leave before purchasing, creating missed opportunities for sellers.

Retargeting can help bring some of these shoppers back to the product page.

However, sellers should not assume that every visitor will eventually buy. The goal is to use advertising efficiently by focusing on audiences that are more likely to show interest again.

3. Build Brand Recognition: Shoppers often need multiple interactions with a brand before they feel comfortable making a purchase. Retargeting can help keep your brand and products visible to people who have already shown interest.

When shoppers see consistent branding and useful products over time, they may become more familiar with your business. This can be particularly helpful for brands that sell multiple related products.

However, showing the same ad too often can have the opposite effect. Retargeting works best when ads remain relevant and are not shown excessively.

4. Make Better Use of Advertising Spend: Retargeting can help sellers focus their advertising on audiences who have already shown some level of interest. Instead of treating every shopper the same, you can create different strategies for different audiences.

For example:

• Recent product viewers may need a reminder.
• Cart abandoners may need additional motivation.
• Previous customers may be interested in related products.
• Shoppers who viewed similar products may need a reason to choose your brand.

This type of audience-based approach can help you make more informed advertising decisions.

5. Encourage Cross-Selling and Repeat Purchases: Retargeting is not only useful for recovering missed sales. It can also help you promote related products to existing customers.

For example, if a customer purchases a camera, you may later promote a compatible case or memory card. If someone buys a fitness product, you may promote another related item from your catalog.

This can help increase the value of each customer over time. However, the products you promote should be genuinely relevant. Showing unrelated products can waste advertising spend and create a poor customer experience.

Best Practices for Amazon Retargeting Campaigns

A successful retargeting campaign requires regular planning and optimization. The following strategies can help you make better use of your advertising budget.

1. Divide Your Audience into Relevant Groups: Different shoppers have different levels of purchase intent. Someone who viewed a product once may need a different message from someone who added the product to their cart. Similarly, a previous customer may be more interested in a complementary product than the product they already purchased.

Whenever possible, organize your campaigns around different audience groups, such as:

• Product viewers.
• Shoppers interested in similar products.
• Cart abandoners, where eligible targeting is available.
• Previous customers.
• Shoppers interested in a specific category.

Audience segmentation helps you create more relevant advertising strategies instead of showing the same message to everyone.

2. Create Ads That Give Shoppers a Reason to Return: A retargeting ad should do more than simply show the product again.

Think about why a shopper may have left the product page. Maybe they were comparing products, waiting to buy, or unsure whether the product was right for them. Your ad should show the product’s most important benefits.

Focus on:

• A clear product image.
• A strong product benefit.
• A relevant message.
• A consistent brand identity.

If you use an offer or promotion, make sure it is genuine and follows Amazon’s advertising policies. The best ad message will depend on your product and audience, so testing different approaches can help you understand what works best.

3. Control Your Bids and Budget Carefully: Retargeting audiences may be valuable, but that does not mean every audience deserves the same bid. Review campaign performance and compare your advertising spend with the sales and profit generated.

If a campaign consistently generates profitable sales, you may consider increasing its budget gradually. If an audience receives clicks but generates few sales, review the targeting, product listing, pricing, and bid strategy.

Your advertising goal should not simply be to get the most impressions or clicks. The goal is to generate results that make sense for your business. Always consider your profit margin when deciding how much you can afford to spend on advertising.

4. Use Amazon DSP When Advanced Targeting Is Needed: Amazon DSP may offer more advanced targeting and campaign options than standard Amazon advertising formats.

It can be useful for brands that want to reach specific audiences across multiple digital environments.

However, more advanced targeting also requires better planning. Before starting a DSP campaign, clearly define:

• Which audience you want to reach.
• What action you want shoppers to take.
• How much you are willing to spend.
• How you will measure success.

A more complex advertising platform does not automatically guarantee better results. The campaign strategy, audience quality, creative, product, and budget all play important roles.

5. Test and Improve Your Campaigns Regularly: Retargeting campaigns should not be launched and forgotten. Review your performance data regularly and look for ways to improve.

You can test:

• Different ad images.
• Different messages.
• Different audience groups.
• Different bids.
• Different products.
• Different campaign formats.

Make changes carefully so you can understand what affected the results. Testing one or two important changes at a time can make it easier to identify which strategy is working.

How to Measure the Success of Amazon Retargeting Campaigns

Measuring campaign performance helps you understand whether your advertising is achieving its goals. There is no single metric that works for every seller. The most important metrics depend on whether your goal is sales, profitability, brand awareness, or customer growth.

1. Click-Through Rate (CTR): CTR shows how often shoppers click your ad after seeing it.

A higher CTR may indicate that your ad is relevant and attracts attention. A low CTR may suggest that your creative, product, audience, or message needs improvement.

To improve CTR, you can test:

• Different images.
• Different ad messages.
• Different products.
• Different audiences.

Always compare CTR with other metrics. A high CTR does not necessarily mean a campaign is profitable if the clicks do not lead to sales.

2. Conversion Rate: Conversion rate measures how many shoppers complete a desired action after clicking your ad. For product advertising, this usually means making a purchase.

A low conversion rate may indicate issues with:

• Product pricing.
• Product listing quality.
• Customer reviews.
• Product-market fit.
• Audience targeting.

If your ads receive clicks but generate few sales, review the entire customer journey instead of changing only the advertising campaign.

3. Return on Ad Spend (ROAS): ROAS shows how much attributed revenue is generated for the amount spent on advertising. 

For example, if you spend $100 on advertising and generate $400 in attributed sales, your ROAS is 4.

ROAS can help you compare the revenue generated by different campaigns and audiences.

However, revenue is not the same as profit. Always consider your product cost, Amazon fees, shipping expenses, and other costs when deciding whether a campaign is profitable. 

4. Advertising Cost of Sales (ACoS): ACoS compares advertising spend with advertising-attributed sales. It can help sellers understand how much of their advertising revenue is being used to pay for advertising.

A target ACoS should be based on your profit margin and business goals. A campaign with a higher ACoS may still be useful if it supports a new product launch or brand growth.

Similarly, a low ACoS does not always mean a campaign is successful if it generates very few sales.

5. Audience Performance: Compare how different audience groups respond to your ads.

For example, one audience may generate many clicks but few purchases, while another may generate fewer clicks but more profitable sales.

Review audience performance to identify:

• Which audiences generate the most sales.
• Which audiences have the best conversion rates.
• Which audiences are expensive to reach.
• Which audiences should receive more or less budget.

This information can help you improve future campaigns.

6. New and Repeat Customer Results: If your goal is brand growth, you may also want to understand whether your advertising is reaching new customers or encouraging existing customers to buy again.

This can help you create different strategies for customer acquisition and retention.

For example, a campaign designed to introduce your brand to new shoppers may have a different goal from a campaign promoting complementary products to existing customers.

To sum up, Amazon retargeting gives sellers another opportunity to connect with shoppers who have already shown interest in their products or related products. By using suitable advertising solutions, creating relevant ads, segmenting audiences, managing bids carefully, and monitoring performance, sellers can make better use of their advertising budgets. With a well-planned strategy, Amazon retargeting can become a useful part of your overall advertising approach and help you reconnect with shoppers who may not have been ready to buy the first time.

Disclaimer:
Amazon is the registered trademark of the e-commerce brand.

Frequently Asked Questions (FAQs)

1. What is the difference between Amazon retargeting and remarketing?

Amazon retargeting usually focuses on reaching shoppers who recently interacted with a product or brand but did not purchase. Remarketing is a broader term that can include reconnecting with previous customers to encourage repeat purchases or promote related products. 

2. Is Amazon retargeting available to all sellers?

Not every Amazon seller has access to the same retargeting features. Availability depends on factors such as the advertising solution, seller or brand eligibility, product eligibility, marketplace, and account requirements. Sellers should check the options available in their Amazon Ads account.

3. How much does Amazon retargeting cost?

Amazon retargeting does not have one fixed price. The cost depends on factors such as the advertising format, audience, competition, bids, budget, and campaign settings. Sellers should set a budget based on their profit margins and regularly monitor campaign performance.

4. Is Amazon retargeting worth it for small businesses?

Amazon retargeting can be useful for small businesses if it is used carefully. It allows sellers to focus on shoppers who have already shown interest in a product or related category. However, the campaign should be monitored closely to make sure the advertising cost is justified by the results.

5. Can Amazon retarget shoppers outside Amazon?

Some Amazon advertising solutions can reach audiences beyond Amazon, depending on the campaign type and available placements. Amazon DSP, for example, can provide broader advertising opportunities across selected digital channels and websites.

6. How long does Amazon retarget shoppers after they view a product?

The retargeting period can vary depending on the advertising solution, audience type, campaign settings, and Amazon’s available targeting options. There is no single retargeting time period that applies to every Amazon campaign.

7. Can Amazon retarget customers who viewed my product?

Yes, eligible Amazon advertising solutions can help sellers reach audiences who have previously shown interest in products or related products. The exact audience options depend on the advertising format, campaign settings, eligibility, and available Amazon targeting options. 

8. What is the best Amazon retargeting strategy for beginners?

Beginners should start with a clear goal, choose a relevant advertising solution, target audiences that are closely related to their products, and set a budget they can afford. Regularly reviewing campaign performance is important before increasing spending.