Retail Media
Amazon Ads
Bottom-of-funnel retail media with purchase intent attached to the query.
Official ad managerHow I use it
Amazon closes the loop between the query and the till. Sponsored Products captures demand already in the basket-building phase; Sponsored Brands and Display defend the shelf and win share from competitors' product pages; the DSP extends the same first-party signal off-platform. The discipline is inventory- and margin-aware: ranking, review velocity and stock levels move performance more than bid strategy does, so the media plan has to sit next to the retail plan.
Measurement
ACOS/TACOS alongside new-to-brand metrics; Amazon Marketing Cloud for path and overlap analysis.
Watch out for
Performance is capped by listing quality, price and stock — media cannot fix a weak product page.
Primary intent
High purchase intent, bottom of funnel
Targeting
- Keyword and product (ASIN) targeting
- Category and brand targeting
- Shopper audiences and lifestyle segments
- Remarketing off-platform via Amazon DSP
- Placement control on shelf and detail pages
Best for
- Ecommerce and physical products
- Share-of-shelf defence
- Competitor conquesting
- Repeat-purchase categories
Use cases
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