Amazon Retargeting Ads: A Complete Guide to Maximize Conversions

If you’re an eCommerce seller, you know the pain of seeing thousands of shoppers browse your products—only to leave without buying.

Maybe you’ve invested heavily in Sponsored Products or optimized your listings, but conversions plateau. You’re not alone. In fact, over 96% of first-time visitors won’t convert on their first visit.

That’s where Amazon retargeting ads come in—a powerful, data-driven tool to bring those shoppers back and turn missed opportunities into measurable revenue.

This guide is your blueprint for mastering Amazon retargeting ads.

Whether you’re scaling a $1M+ Amazon business or managing a large eCommerce team, you’ll find actionable strategies, insider best practices, and advanced tips to maximize your ad spend and accelerate growth.

What is Amazon Retargeting?

Imagine this: a potential customer spends five minutes comparing your product to a competitor’s, maybe even adds it to their cart, but then gets distracted and leaves.

Retargeting is your second chance. It’s Amazon’s way of helping you “follow” these high-intent shoppers around the web and on Amazon, reminding them why your product is the best choice.

The Two Key Methods

1. Sponsored Display Retargeting

What is it?

Sponsored Display is Amazon’s self-serve, plug-and-play retargeting solution. It lets you target shoppers who viewed your product or similar items, or who previously purchased from you.

Where do ads show?

On Amazon (product pages, homepages) and off Amazon (third-party sites).

Who is it for?

Brands looking for quick setup and automated targeting.

2. Amazon DSP (Demand-Side Platform)

What is it?

Amazon DSP is a robust, programmatic platform for advanced advertisers. It allows you to build custom audience segments—like cart abandoners or competitor product viewers—and retarget them across Amazon, IMDb, Twitch, and thousands of other sites.

Where do ads show?

Both on Amazon and across the open web.

Who is it for?

Brands with larger budgets and a need for granular targeting and creative control.

Insight:

If you’re running a lean team or want to test retargeting quickly, start with Sponsored Display. If you’re ready to scale and want to own your audience data, DSP is your playground.

Types of Retargeting Audiences on Amazon

Not all shoppers are created equal. Amazon’s retargeting tools let you segment audiences based on their actions, so you can tailor your message and maximize impact.

1. Product Viewers

These are shoppers who checked out your product detail page but didn’t buy. They’re curious, but something held them back—price, reviews, or maybe just timing.

Use case: Remind them of your product’s benefits or offer a limited-time deal.

2. Past Purchasers

Your best customers are often your existing ones. Retarget them with new launches, accessories, or refills.

Use case: Upsell or cross-sell to increase customer lifetime value.

3. Interest-Based Audiences

These shoppers have browsed or bought in your category, or even from your competitors.

Use case: Expand your reach to high-intent shoppers who are “in the market” but haven’t discovered your brand yet.

4. Cart Abandoners (DSP only)

The holy grail of retargeting! These shoppers got as far as adding your product to their cart—then left.

Use case: Send a gentle nudge (“Still interested?”) or a special offer to seal the deal.

Pro tip:

Start with product viewers for volume, but allocate more budget to cart abandoners and past purchasers—they convert at the highest rates.

How to Set Up Amazon Retargeting Campaigns

Let’s walk through the process step by step, so you can launch with confidence.

Amazon DSP Retargeting

Get Access: DSP requires approval—either directly from Amazon or through a certified partner like SalesDuo.
Define Audiences: Use Amazon’s audience builder to segment by cart abandoners, competitor viewers, or custom lists.
Upload Creative: You can use static images, dynamic product ads, or even video.
Set Frequency Caps: Limit how often a user sees your ad to avoid fatigue.
Set Budget and Bid: DSP budgets are typically higher—start with $5,000/month for meaningful data.
Launch and Optimize: DSP offers real-time reporting—review and adjust weekly.

Insight:

Don’t be afraid to start small and scale up. Retargeting is about efficiency, not just reach.

Creative Best Practices for Amazon Retargeting Ads

Your ad creative is your handshake with the shopper. Make it count.

Showcase Ratings & Reviews: Social proof is powerful. Feature your star rating or a glowing review.
Create Urgency: Use phrases like “Limited Stock” or “Ends Soon” to prompt action.
Professional Visuals: Crisp, clear product images outperform lifestyle shots for retargeting.
Strong CTA: Be direct: “Buy Now,” “Shop the Deal,” or “Complete Your Purchase.”
Personalize: For cart abandoners, try “Still thinking it over?” For past purchasers, “You might also like…”
Relevance: Always show the product they viewed or a closely related one.

Insight:

Think about what would convince you to come back and buy. Authenticity wins.

Budgeting and Bidding Strategy While Retargeting on Amazon

Retargeting is about squeezing the most value from every dollar. Here’s how to do it:

Prioritize High-Intent Audiences: Allocate more budget to cart abandoners and past purchasers—they’re closest to converting.
Start with Conservative Bids: Test and learn. Increase bids on audiences or products that show strong ROAS.
Dynamic Bidding: Let Amazon adjust bids in real time for conversions.
Set Frequency Caps: Don’t annoy shoppers—3-5 impressions per user per week is a good starting point.
Scale What Works: Double down on campaigns with high conversion rates and low ACoS.

Insight:

Retargeting isn’t about spending more—it’s about spending smarter. Let data, not gut, guide your budget.

Measuring Campaign Performance for Amazon Retargeting Ads

What gets measured, gets improved. Here are the KPIs that matter:

Click-Through Rate (CTR): Are your ads engaging?
Conversion Rate: Are those clicks turning into sales?
Return on Ad Spend (ROAS): For every $1 spent, how much are you earning?
Advertising Cost of Sales (ACoS): What percentage of sales is eaten up by ad spend?
Cost Per Click (CPC): Are you paying too much for traffic?

Optimization Tips

A/B Test Creatives: Rotate images and copy to see what resonates.
Refine Audiences: Exclude low-performing segments and double down on winners.
Monitor Frequency: Watch for signs of ad fatigue (falling CTR, rising CPC).
Leverage Dashboards: Tools like SalesDuo’s BI dashboard provide real-time insights for smarter decisions.

Insight:

Don’t chase vanity metrics. Focus on what moves the needle—conversions and profitable growth.

Advanced Amazon Retargeting Strategies

Ready to level up? Here’s how top brands get ahead:

Layer Audiences: Combine product viewers with interest-based segments for hyper-targeted campaigns.
Combine SD + DSP: Use Sponsored Display for Amazon-only retargeting and DSP for broader reach.
Cross-Channel Retargeting: Retarget Amazon audiences on third-party sites, social media, or even via email.
Test Lookback Windows: Short windows (7 days) catch hot leads; longer windows (30 days) re-engage slow deciders.
Integrate with CRM: Sync your Amazon retargeting with your broader marketing stack for a seamless customer journey.

Human insight:

The best retargeting feels like a helpful reminder, not a hard sell. Respect your shopper’s journey.

Conclusion

Retargeting on Amazon isn’t just another lever—it’s the lever for turning browsers into buyers and maximizing every dollar you invest in advertising. By understanding your audiences, crafting irresistible creative, and optimizing relentlessly, you can turn lost opportunities into loyal customers.

If you are ready to see what expert retargeting can do for your brand, an Amazon Ads Verified Partner like SalesDuo can be your best choice.

Here’s what sets SalesDuo apart:

Trusted by 250+ Amazon brands across the U.S., UK, EU, UAE, and global marketplaces.
Powered by ex-Amazon professionals who understand the platform inside and out, offering a unique edge in strategizing.
Proprietary BI dashboard that surfaces hidden keyword opportunities, pricing trends, ad efficiencies, and more, ensuring you never miss key growth opportunities.
Data-backed strategy customized for your goals—whether it’s scaling ads, improving margins, or launching new SKUs.
Competitor tracking and keyword intelligence are done weekly, not once a quarter, keeping you ahead of the curve.
End-to-end support—from listings and SEO to PPC, reporting, and catalog health—ensuring a seamless experience from start to finish.
Dedicated account managers for proactive communication and fast response times, providing a personalized approach to your brand’s success.

When you partner with SalesDuo, you tap into their deep expertise, AI-driven insights, and hands-on support, all working toward your brand’s growth and success on Amazon.

Schedule a call with our Amazon expert and let us unlock the next level of growth for your business.

Frequently Asked Questions

About the Author

Badal Tharayil is an Amazon advertising professional, expertly turning first impressions into lasting partnerships. Known for proactive communication and flawless onboarding, he’s the bridge between client satisfaction and operational excellence. Outside work, Badal loves exploring cinema, expressing himself on the dance floor, and staying energized through fitness pursuits.

Amazon Retargeting Ads: A Complete Guide to Maximize Conversions

What is Amazon Retargeting?