Sponsored Display Audiences Explained
Product targeting reaches shoppers by what they’re looking at. Audiences reach them by who they are and what they’ve done — which is where re-engagement gets powerful.
Sponsored Display audiences let you target shoppers by behavior rather than by product — the three main types are views remarketing, purchases remarketing, and Amazon audiences. Views remarketing re-engages people who viewed products (lookback 7–90 days); purchases remarketing reaches past buyers (up to 365 days); and Amazon audiences reach in-market, lifestyle, and interest segments. See also retargeting.
01What Sponsored Display audiences are
Sponsored Display audiences target shoppers based on who they are and how they’ve behaved — not just the page they’re on. This is what makes Sponsored Display a re-engagement and prospecting tool: you can reach people who viewed your product but didn’t buy, past customers, or entirely new shoppers who match a profile. It requires Brand Registry.02Views remarketing
Views remarketing re-engages shoppers who viewed your (or related) product detail pages but didn’t purchase — the classic retargeting play. You set a lookback window of 7, 14, 30, 60, or 90 days, so you can reach recent viewers while their interest is warm. It’s usually the highest-ROI Sponsored Display audience.03Purchases remarketing
Purchases remarketing targets shoppers who already bought from you, with a lookback of up to 365 days. Use it for cross-sell (promote complementary products to past buyers), replenishment (reach consumable buyers when they’re due to reorder), and win-back. It turns your existing customers into a targetable audience.04Amazon audiences
Amazon audiences reach new shoppers by profile: in-market (actively shopping a category), lifestyle (broad interest groups), interests, and life events. These are prospecting audiences for finding new customers who resemble your buyers, rather than re-engaging people who already know you.05The audience types at a glance
| Audience type | What it targets | Lookback |
|---|---|---|
| Views remarketing | Shoppers who viewed products | 7–90 days |
| Purchases remarketing | Past buyers (cross-sell, win-back) | Up to 365 days |
| Amazon audiences | In-market, lifestyle, interests, life events | N/A (prospecting) |
06Choosing lookback windows
Shorter windows (7–14 days) reach the warmest, most recent viewers and usually convert best; longer windows (30–90 days) expand reach at lower intent. Start short for efficiency and widen if you need more volume. For purchases, match the window to your product’s repurchase cycle.07Audience strategy
Layer audiences by intent: views remarketing for warm re-engagement, purchases remarketing for loyalty and cross-sell, and Amazon audiences for prospecting new customers (watch new-to-brand here). Combine audience targeting with product targeting to cover both who the shopper is and what they’re browsing.- Sponsored Display audiences target shoppers by behavior and profile, not just the page.
- Views remarketing re-engages recent viewers with a 7–90 day lookback — usually the top ROI.
- Purchases remarketing reaches past buyers up to 365 days for cross-sell, replenishment, and win-back.
- Amazon audiences (in-market, lifestyle, interests, life events) prospect for new customers.
- Use shorter lookbacks for warmer, higher-converting reach; widen for volume.
Frequently asked questions
What are Sponsored Display audiences?
They’re targeting options that reach shoppers by behavior and profile rather than by product. The main types are views remarketing (past viewers), purchases remarketing (past buyers), and Amazon audiences (in-market, lifestyle, interests, life events). Brand Registry is required.
What is views remarketing?
Views remarketing re-engages shoppers who viewed your or related product pages but didn’t buy, with a lookback window of 7, 14, 30, 60, or 90 days. It’s the classic retargeting audience and usually the highest-ROI Sponsored Display option.
How far back can purchases remarketing reach?
Purchases remarketing can target past buyers with a lookback of up to 365 days, making it useful for cross-selling complementary products, replenishing consumables, and winning back lapsed customers.
What are Amazon audiences in Sponsored Display?
Amazon audiences are prospecting segments that reach new shoppers by profile: in-market (actively shopping a category), lifestyle, interests, and life events. They find new customers who resemble your buyers rather than re-engaging existing ones.
What lookback window should I use?
Shorter windows (7–14 days) reach the warmest, most recent viewers and usually convert best; longer windows (30–90 days) expand reach at lower intent. Start short for efficiency and widen for volume, matching purchase windows to your repurchase cycle.
Or return to Module 5: Sponsored Display or the course hub.