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Amazon Sponsored Display Updates in 2022: What You Need to Know

Get Amazon’s new round-up of Sponsored Display updates in 2022. Learn the updates you need to know to optimize and improve your Sponsored Display campaigns with Amazon. By Rachel Van Clepper March 7, 2022
Sponsored Display Updates on Amazon

Amazon Sponsored Display started as a beta in September of 2019 and has expanded to a self-service advertising solution, helping to increase discoverability and customer reach on and off Amazon. This has enabled brands and sellers to take control over their Amazon advertising in one place and enhance their retargeting and customer behavior strategy for their Amazon business. 

Amazon advertisers who use Sponsored Display audiences on average see up to 82% of their sales driven by new-to-brand customers. The success of Sponsored Display is also evident by the time and energy Amazon puts into updates and enhancements to the ad type. So much so that this guide is all about the updates and features now available in 2022 for Amazon Sponsored Display Ads.

Further Reading: The Amazon Sponsored Display Advertising Basics

Keep reading for the latest updates and features for Sponsored Display on Amazon in 2022.

2022 Sponsored Display & Amazon Advertising Updates 

1. Amazon Sponsored Display Expands Bid Recommendations

When: February 23, 2022

What: Sponsored Display vCPM-based campaigns can now use suggested bids in the Amazon Advertising console

How Does it Help?

Bid recommendations are helpful for new CPC-based or vCPM-based Sponsored Display product targeting or views-based remarketing campaigns. The machine learning bid recommendation gives you a suggested bid and bid range that is updated daily. This is a great way to get a campaign bid and range for new categories or products without having to do your own bid or competitive research. 

Learn more

2. Ad Groups Available for Vendors in Amazon Sponsored Display

When: February 21, 2022

What: Sponsored Display launched new ad groups for Amazon vendors and sellers in the advertising console, giving them the ability to better organize and manage campaigns.

How Does it Help?

Ad groups are used to organize ads based on brand, product, category, price range, theme, or targeting strategy. This will give you a clear vision of which Amazon Sponsored Display campaigns are working based on these ad groups to optimize future campaigns further.

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3. Globally Available Amazon Sponsored Display Budget Rules

When: February 7, 2022

What: Amazon Advertisers, including both Vendors and Sellers, are now able to set campaign budget rules for Sponsored Display. The budgets can be placed in advance using two types of rules, similar to those available for Sponsored Products.

The two new types of budget rules include:

  • Schedule-based rules
  • Performance-based rules

How Does it Help?

Budget rules reduce the time it takes to adjust budgets and allow for rules to be set for specific dates or events, which helps prevent campaigns from going over budget or missing opportunities due to a lack of funding on important sales events.

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 4. Amazon Display and Video Line Item Types Available

When: February 2, 2022

What: Advertisers can now create new and edit existing line items in the updated line item settings page for both display and video. 

In the new interface, you get:

  • Quick summary of applied settings
  • Simplified edit workflow
  • Streamlined view for advertisers
  • New grouping and ordering for easier troubleshooting
  • Panel-based experience for features

How Does it Help?

The new line item detail page, a self-service feature, can be accessed in the Amazon DSP. It can be used to improve campaign manager efficiency by easily applying, updating, and reviewing settings in the line item detail page.

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5. Bulksheets Available For Amazon Campaigns in the Ad Console

When: January 31, 2022

What: The new bulksheets support Amazon Sponsored Display, giving vendors and sellers the ability to create and optimize sponsored ad campaigns at scale and update campaign names in bulk, along with a new spreadsheet template for improving data formatting and faster uploading time.

You can also use the following performance metrics down to the keyword level:

How Does it Help?

The new bulksheets help you manage thousands of keywords simultaneously and can be used for campaign optimization, creation, and reporting each part of the campaign journey. This update saves time and minimizes the effort needed to manage Amazon Sponsored Display campaigns.

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Even More Amazon Updates to Sponsored Display in 2022

Yes, you read that right. There are even more new product updates and features for Sponsored Display. Here are a few more updates that became available in 2022:

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About the Author

Rachel Van Clepper is a content marketing writer for Feedvisor, where she contributes to the company’s content marketing initiatives. Before joining Feedvisor, she was a senior content marketing writer for a nonprofit software company.

Final Thoughts

Sponsored Display is just one of the many Amazon ad types. Now that you’ve reviewed Sponsored Display, it’s time to explore all successful Amazon advertising types in our new Comprehensive Guide to Amazon Ads: 2022 Edition.

Download the guide and find out everything you need or want to know about Amazon ads, along with which new strategies you can use for each available ad type in Amazon. Unlock your Amazon advertising potential.

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