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Amazon Retargeting Ads: Ultimate 2023 Guide (+ Conversion Tips)

Amazon Retargeting Ads: Ultimate 2023 Guide (+ Conversion Tips)


Are you aware of the potential profits slipping through your fingers when shoppers abandon their carts on Amazon? It’s time to face the reality: abandoned carts can cost you significant revenue and hinder the growth of your business. 🛒🍂

But fear not! This action-driven and informative blog will dive into Amazon retargeting ads designed specifically to win back those abandoned carts. 🎯🔁

We’ll explore advanced techniques, proven best practices, and data-driven insights that can help you reclaim lost sales and maximize your profits. 

So, if you’re ready to take charge and unlock the untapped potential of your abandoned carts, keep reading and discover the power of effective Amazon retargeting. 

What Are Amazon Retargeting Ads?

In simple terms, Amazon retargeting involves strategically displaying targeted ads to customers who have previously shown interest in your products or visited your Amazon store. 

By leveraging this powerful advertising technique, you can reach out to potential buyers already familiar with your brand, creating a higher likelihood of conversion.

Benefits Of Amazon Retargeting Ads

Here Is A Screenshotfor Amazoncart

Overview Amazon Cart

Firstly, it allows you to stay on top of mind with customers, increasing brand recall and trust. For example, when customers visit your Amazon store and add items to their cart but don’t complete the purchase, retargeting ads can remind them of the products they left behind. 

This gentle reminder can reignite their interest, prompting them to revisit your store and purchase. In addition, maintaining a consistent presence through retargeting ads increases the chances of turning window shoppers into paying customers.

Secondly, Amazon retargeting enables you to re-engage with potential customers who may have abandoned their carts, giving you another opportunity to convert them. Studies have shown that cart abandonment rates can be as high as 70% on average. 

However, with a well-crafted retargeting strategy, you can recapture the attention of these potential buyers. 

By displaying personalized ads showcasing abandoned products, offering limited-time discounts, or highlighting additional incentives such as free shipping, you can entice customers to return and complete their purchases.

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Amazon Retargeting vs. Traditional Retargeting

Audience Relevance

Amazon retargeting excels in relevance since it specifically targets users who have engaged with your products on Amazon. Traditional retargeting may cast a wider net but may not always reach users actively interested in your specific products.

Conversion Potential

Given that Amazon users are often in a buying mindset, Amazon retargeting campaigns can yield higher conversion rates. Traditional retargeting may face more challenges in converting users who may be browsing casually or not actively seeking to make a purchase.

Platform Limitations

Amazon retargeting is confined to the Amazon platform, limiting its reach beyond the Amazon ecosystem. Traditional retargeting, on the other hand, can extend your reach across various websites and platforms, increasing brand exposure.

Data & Analytics

Amazon provides robust data and analytics for monitoring and optimizing your retargeting campaigns within their platform.

Traditional retargeting relies on the data and analytics capabilities of the platforms and tools you use, which may vary in depth and comprehensiveness.

How To Setup Effective Amazon Retargeting Campaigns

Campaign Structure & Organization

Start by structuring and organizing your retargeting campaigns logically and strategically. 

Create separate campaigns for different product categories or groups to ensure targeted messaging and optimized budget allocation. 

This allows you to tailor your ads specifically to each audience segment, increasing the relevance and effectiveness of your retargeting efforts. 

Additionally, consider setting up separate campaigns for different stages of the buyer’s journey, such as awareness, consideration, and conversion, to deliver the right message at the right time.

Organize your ad groups within each campaign based on specific product lines, similar product features, or customer segments. This helps maintain a clear and organized structure, making it easier to monitor and optimize the performance of individual ad groups.

Here Is An Screenshot Of Setting Campaigns In Amazon Ads

Targeting Options & Keyword Research

Effective targeting is the key to reaching the right audience with your Amazon retargeting campaigns. Utilize the targeting options available on Amazon Advertising to narrow down your audience and maximize relevance. Consider the following targeting options:

a. Retargeting Audiences: Take advantage of Amazon’s retargeting capabilities to target users who have previously interacted with your products or visited your Amazon store. 

Here Is A Screenshot Of Retargeting Audience Option While Setting A Campaign On Amazon Ads
Retargeting Audience Option on Amazon Ads

This includes users who have viewed specific product pages, added items to their cart or made a purchase. Focusing on these engaged audiences increases the chances of converting them into customers.

b. Interest-based Targeting: Expand your reach by targeting users interested in similar products or categories. Amazon lets you target customers based on their browsing and purchase history, enabling you to tap into relevant audiences beyond your existing customer base.

Interest-based Targeting on Amazon Ads

c. Keyword Research: Thorough keyword research is crucial for reaching the right audience and optimizing your Amazon retargeting campaigns. Identify the keywords and search terms that align with your products and target audience. 

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Amazon’s KW research tool

Consider using tools like Amazon’s auto-suggest feature, third-party keyword research tools, and analyzing competitor listings to uncover relevant keywords. 

Then, incorporate these keywords strategically into your ad copy, product titles, and backend search terms to enhance visibility and improve click-through rates.

Remember, thorough keyword research is essential for understanding your target audience’s language and search patterns. It enables you to optimize your ad targeting, increase the relevancy of your ads, and ultimately drive more conversions.

How To Use Amazon DSP For Retargeting Ads

Step 1: Understand Amazon DSP & Its Benefits

Before diving into the implementation process, please familiarize yourself with Amazon DSP and its advantages. DSP provides access to Amazon’s first-party data, enabling you to reach customers both on and off the Amazon platform. 

With this data, you can create highly targeted audiences based on demographics, interests, behaviors, and purchase history. This precise targeting helps you deliver personalized retargeting ads to the right audience at the right time, increasing the chances of conversion.

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Example of Amazon DSP Ads

Step 2: Define Your Campaign Objectives & Audience

Clearly define your retargeting campaign objectives. Are you aiming to re-engage with customers who abandoned their carts? Or perhaps you want to upsell or cross-sell to existing customers? 

Determine your specific goals to guide your campaign strategy. Next, identify your target audience. Utilize Amazon’s rich data to create custom audience segments based on customer behavior, product interests, or specific actions they’ve taken on your Amazon store.

Step 3: Set Up Your Campaign in Amazon DSP

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Setting DSP ads on Amazon

Access the Amazon DSP platform and start setting up your retargeting campaign. Select the appropriate campaign type that aligns with your objectives, such as “Retargeting” or “Dynamic eCommerce.” 

Next, define your campaign budget, duration, and targeting parameters. Take advantage of Amazon DSP’s advanced targeting options, including retargeting pixels, CRM data integration, and lookalike modeling, to further refine your audience targeting.

Step 4: Design Engaging Retargeting Ads

Craft compelling and visually appealing retargeting ads that grab your audience’s attention. Ensure your ads are consistent with your brand’s messaging and visual identity. 

Leverage high-quality product images, engaging headlines, and compelling calls-to-action (CTAs) to entice customers to click and revisit your products or website. Keep your ads concise, clear, and focused on the unique value propositions of your products.

Step 5: Monitor and Optimize Your Campaign

Regularly monitor the performance of your retargeting campaign to ensure optimal results. Leverage Amazon DSP’s reporting and analytics tools to track key metrics like impressions, clicks, conversion rates, and return on ad spend (ROAS). 

Find the trends and patterns in your data to optimize your campaign over time. Then, adjust your targeting parameters, ad creative, and bidding strategies based on performance insights to maximize your campaign’s effectiveness.

How To Segment Your Audience For Amazon Retargeting Ads

Step 1: Define Your Target Customer Profiles

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Customer insights on Amazon reporting tool

Define your target customer profiles based on relevant demographics, interests, behaviors, and purchase history. Consider factors such as age, gender, location, product preferences, and previous interactions with your brand. 

Next, use data from Amazon’s reporting tools, customer insights, and any available first-party data to identify key attributes of your target audience. This step lays the foundation for effective audience segmentation.

Step 2: Identify Customer Segments For Retargeting

Based on your defined target customer profiles, identify the most relevant segments for retargeting. For example, you might want to retarget customers who have abandoned their carts, viewed specific product categories, or made previous purchases. 

Next, analyze your available data to uncover patterns and behaviors that indicate potential retargeting opportunities.

Step 3: Leverage Amazon’s Audience Targeting Options

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Audience targeting options on Amazon Ads

Utilize Amazon’s audience targeting options to implement your segmentation strategy. Amazon offers various targeting options, including retargeting pixels, which allow you to create custom audiences based on specific actions taken on your Amazon store. 

For instance, you can create an audience segment of customers that added products to their cart but haven’t made a purchase. 

Additionally, consider leveraging Amazon’s lookalike modeling to expand your reach to similar customers who exhibit characteristics of your existing customer segments.

Step 4: Customize Ad Content For Each Segment

Craft personalized ad content that speaks directly to each audience segment’s specific needs, interests, and behaviors. Tailor your messaging, visuals, and calls to action to resonate with each segment. 

Highlight product features or benefits that align with their preferences or address the reasons for their previous interactions, such as abandoned carts. By delivering relevant and personalized content, you increase the chances of capturing their attention and driving engagement.

Step 5: Test & Refine Your Segmentation Strategy

Continuously test and refine your segmentation strategy to optimize your Amazon retargeting ads further. Experiment with different audience segments, messaging approaches, and creative variations to identify what generates the best results. 

Monitor key performance metrics such as click-through rates, conversion rates, and return on ad spend (ROAS) to evaluate the impact of different segmentations. Use this data-driven approach to make informed decisions and refine your segmentation strategy over time.

How To Use Sponsored Product Ads For Retargeting On Amazon

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Sponsored Product Ads used for Retargeting

Follow these steps to effectively use Sponsored Product Ads for retargeting on Amazon and drive impactful results.

Step 1: Define Your Retargeting Strategy

Clearly define your retargeting objectives and identify the audience you want to target. Determine whether you want to focus on customers who have abandoned their carts, viewed your product listings, or engaged with your brand in other ways. 

By doing so, you can tailor your retargeting strategy to achieve the desired results.

Step 2: Enable The Retargeting Feature In Sponsored Product Ads

Retargeting Feature in Sponsored Product Ads
Retargeting Feature in Sponsored Product Ads

Ensure that you have the retargeting feature enabled in your Sponsored Product Ads campaign. This will allow you to retarget customers based on their previous interactions with your products or brand. 

Access the advertising platform on Amazon and navigate to the Sponsored Product Ads section to enable this powerful feature.

Step 3: Select The Targeting Options

Choose the appropriate targeting options for your retargeting efforts within your Sponsored Product Ads campaign. 

You can target customers that viewed your product detail pages, added items to their carts, or purchased in the past. Select the desired targeting options that align with your retargeting objectives and audience segmentation.

Step 4: Optimize Your Ad Creative

Craft compelling and attention-grabbing ad creative that encourages customers to take action. Leverage high-quality product images, compelling headlines, and persuasive ad copy that highlights the unique selling points of your products. 

Ensure your ad creative aligns with your brand’s messaging and visual identity to establish trust and consistency.

Step 5: Set Competitive Bids & Budgets

Determine competitive bids and allocate appropriate budgets for your Sponsored Product Ads retargeting campaign. Set bids that align with your advertising goals and the value you place on reaching customers who have already shown interest in your products. 

Monitor your ads’ performance and adjust your bids and budgets as needed to maximize the impact of your retargeting campaign.

Here's The Top 3 Ways To Improve Conversion Rates On Amazon Through Retargeting

Our Top 3 Amazon Retargeting Tips To Improve Conversions 

Conversion Tip 1: Audience Segmentation

Segmenting your retargeting audience is crucial for delivering personalized and relevant messages. You should not waste any money on marketing or ad spend to shoppers who do not meet your product’s ideal shopper profile.

Amazon provides several targeting options, such as targeting by product or category, previous purchase history, or engagement with specific listings.

By segmenting your audience based on their behavior and preferences, you can tailor your retargeting campaigns to their specific needs and increase the likelihood of conversions.

Conversion Tip 2: Create Compelling Ads That Shoppers Want To Click On

The ad creative you use in your retargeting campaigns plays a significant role in capturing shoppers’ attention and enticing them to convert.

Make sure your ad creative is visually appealing, features high-quality product images, and highlights the unique selling points of your products.

Including customer reviews or testimonials can also help build trust and confidence in your brand.

Additionally, use clear and compelling calls to action (CTAs) that encourage shoppers to take the desired action, such as “Shop Now” or “Limited Time Offer.”

Conversion Tip 3: Focus On Optimizing Your Product Listings & Landing Pages

Now that you have already segmented your audiences, created compelling ads & are currently spending money to win back shoppers, you must now focus on converting those customers.

When shoppers click on your retargeting ads, whether going directly to your Amazon listing or you’re spring-loading traffic to Amazon from another URL like a landing page, it’s essential to provide them with a seamless experience.

If you’re using an external URL, the landing page should be relevant to the ad they clicked on, featuring the same product or promotion.

Ensure your product listing or landing page is visually appealing, highlights the benefits & addresses any potential concerns. Use social proof as a way to increase trust & sales. 

How To Measure The Success Of Retargeting Ads On Amazon

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Amazon Ads report

Define Your Key Performance Indicators (KPIs)

Before delving into tracking and analysis, clearly define your KPIs. These metrics help you measure the success of your retargeting campaigns. 

Common KPIs for Amazon retargeting include :

  • Click-Through Rate (CTR)
  • Conversion Rate
  • Return On Ad Spend (ROAS)
  • Revenue Generated

Determine which metrics align with your campaign objectives and business goals.

Use Amazon Advertising Reports

Amazon provides robust reporting tools that allow you to access valuable data about your retargeting ads. Navigate to the advertising dashboard and locate the reports section. 

Explore the different reports available, such as the Sponsored Brands Report, Sponsored Display Report, or Sponsored Products Report. These reports offer insights into impressions, clicks, conversions, and other relevant metrics.

Evaluate Ad Creative & Messaging

Assess the performance of your ad creative and messaging elements. Analyze which visuals, headlines, and call-to-action (CTA) phrases resonate best with your target audience. 

Look for patterns and trends to identify high-performing creative variations. 

Consider conducting A/B tests to compare different ad versions and determine which ones drive the highest engagement and conversion rates.

Monitor Conversion Tracking

Ensure that your conversion tracking is properly implemented. Amazon provides tools like the Amazon Attribution feature to track conversions across different advertising channels. This allows you to attribute sales and conversions to specific retargeting ads. 

Monitor the data to understand which ads are driving the most conversions and revenue. This information will guide your optimization efforts and help you allocate your budget effectively.

Track Performance By Placement & Device

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Example of Amazon Ads displayed on a mobile device

Evaluate the performance of your retargeting ads based on their placements and devices. Analyze whether your ads perform better on desktop, mobile, or specific placements within the Amazon platform. 

Understanding these nuances allows you to optimize your ad placements and device targeting to maximize engagement and conversions.

Utilize A/B Testing & Experimentation

Continuously test and experiment with different elements of your retargeting campaigns. Conduct A/B tests to compare different ad creatives, headlines, CTAs, or targeting strategies. 

Monitor the performance of each variation and identify the ones that yield the best results. Incorporate these learnings into future campaigns and optimizations.


Mastering Amazon retargeting strategies can help you win back abandoned carts, boost conversions, and maximize your advertising ROI. Stay vigilant with monitoring, optimization, and experimentation to stay ahead. 

To level up your Amazon brand, subscribe to Eva’s Weekly Newsletter for expert tips and industry insights. Don’t miss out on this opportunity to unlock the secrets to success. Start your retargeting journey today and watch your profits soar with Eva by your side. 


What Are Amazon Retargeting Ads?

Amazon Retargeting Ads are a type of online advertising that lets you show your ads to people who have previously visited your Amazon product listing pages. These ads can appear on Amazon.com and other websites participating in the Amazon Advertising Network.

How Do Amazon Retargeting Ads Work?

When someone visits your Amazon product listing page, a small code called a “cookie” is saved on their computer. It allows you to show them your ads on other websites. The ads that you show will be based on the products that they viewed on your listing page.

Why Should I Use Amazon Retargeting Ads?

First, they can help you to reach people already interested in your products. This means that they are more likely to click on your ads and buy.

Second, Amazon Retargeting Ads can help you to increase brand awareness. When people see your ads on other websites, they will be reminded of your products and more likely to consider buying them from you in the future.

Third, Amazon Retargeting Ads can help you to improve your return on investment (ROI). That’s because you only pay when your ads get clicked, which means you can be sure your ad budget is being used effectively.

How Do I Set Up Amazon Retargeting Ads?

You must create an Amazon Advertising account to set up Amazon Retargeting Ads. When you create an account, you can add your products to your campaign and show ads to people visiting your listing pages.

How Much Do Amazon Retargeting Ads Cost?

Amazon Retargeting Ads are pay-per-click (PPC) ads, meaning you only pay when someone clicks. The cost will depend on various factors, including the keywords you target and the competition for those keywords.

Can You Do Retargeting On Amazon?

Yes. Retargeting on Amazon is a powerful advertising strategy that allows sellers to re-engage with potential customers who have already interacted with their products or visited their Amazon store. 

Is Retargeting Going Away?

No, retargeting is not going away anytime soon. Retargeting remains an essential and effective marketing technique for businesses across various platforms, including Amazon. 

While there have been some privacy-related changes in the digital advertising landscape, such as stricter cookie policies and increased user privacy concerns, retargeting strategies have adapted to these changes. 


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