• by Laurie Sullivan  @lauriesullivan, July 11, 2024

Amazon Ads launched a beta for businesses allowing businesses that do sell products on its platform to generate leads through display ads across its network.

Jeffrey Cohen, Amazon Ads Tech Evangelist, announced the rollout on Wednesday on his LinkedIn page. Sponsored Display is a lead-generation feature for businesses that do not sell in the Amazon store. 

It captures shopper intent, those who have shown interest in a brand or product. The feature is built into the ad experience, helping brands not selling on the network to collect customer leads.

Through lead-generation ads, Cohen explains, “customers can engage with ads to sign up for information directly in the ad creative. Customers will not be diverted from the website where they interact with the ad.”

Consumers can sign up to get information they want and then continue on shopping, looking at entertainment content, or browse without interruption.

Cohn said the ads are found across the Amazon Ads’ vast network of properties and billions of signals such as its marketplace, along with thousands of apps and websites.

Placements are found on the Amazon home and product detail pages, owned and operated sites like Twitch and IMDb, and third-party destinations. Placements are selected based on the advertiser’s targeting tactic and how the ads are optimized.

Cohen also posted links to videos that demonstrate how two partners — Optmyzr and Fluency — work with Sponsored Display. Fluency integrated the feature into its ad automation platform.