A shopper viewed your product, added it to cart, didn't buy
By Noah Wickham · June 30, 2026 · Curated by George's Blog
A shopper viewed your product, added it to cart, didn't buy
You can pay $40 a click to put your product back in front of them through Google or Meta
Or you can pay $0.45 a click to do it through Sponsored Display
The math should be obvious and somehow most brands run Sponsored Product and Sponsored Brand exclusively and ignore the highest-intent retargeting tool Amazon offers
Sponsored Display is Amazon's retargeting and audience-based ad product
It places display banners on Amazon and across the open web, targeting shoppers based on actual behavior, not just keywords
Three audience modes that matter
Views remarketing
Shoppers who viewed your product detail page in the last 30 to 90 days but didn't buy
The warmest audience on Amazon, conversion rates typically 2 to 4x search ads
Purchase remarketing
Shoppers who bought from your brand and are coming up for a likely repurchase or cross-sell window
The cheapest LTV expansion audience available
Product targeting
Your ad on competitor product pages
Conquest at the moment of decision, last-look advertising at scale
Where it wins
➝ Display retargeting is cheaper than search because the auction has fewer bidders
➝ View-based audiences convert higher than keyword-based because intent is already established
➝ Off-Amazon placements let you stay top-of-mind even when shoppers leave the platform
➝ Cross-sell campaigns work with audience segmentation that search ads can't replicate
Search ads find shoppers searching for a category
Display ads find shoppers who already showed interest in you specifically or a direct competitor
A brand running only SP and SB is fishing in the open water
A brand running SD on top is fishing in a stocked pond
Both fish bite, but the second one fills the boat faster