August 19, 2025

Amazon continues to evolve its advertising platform. Sponsored Products, traditionally confined to Amazon search results and product detail pages, are now appearing off-site on publisher websites and mobile apps. This update allows sellers to reach new audiences and drive incremental sales—but requires careful strategy and monitoring to maximize ROI. What’s Changing: Off-site placements include Pinterest, BuzzFeed, and mobile apps. No additional DSP setup or large budgets required. All campaigns are automatically opted into off-site placements unless adjusted. Why This Matters: Expand reach beyond Amazon’s ecosystem. Leverage first-party shopper data for intent-based targeting. Scale impressions without affecting on-site placements. Control Tips: Audit all campaigns to review placement settings. Use Maximize Reach or Minimize Spend strategically. Apply domain-level exclusions for brand safety. Monitor performance via Sponsored Products Placement Report. Risks: Conversion rate variance from off-site traffic Budget cannibalization for high-performing on-site ads Limited transparency in some external placements Advanced Strategies: Run test campaigns to measure off-site ROI Layer Amazon Attribution for cross-channel insight Adjust targeting and messaging based on external traffic Adobe reported that Amazon Prime Day 2025 drove a 3,300% increase in GenAI-powered traffic, highlighting the importance of integrating AI-driven campaigns and off-site reach for higher conversion potential. Off-site Sponsored Products are a powerful opportunity for sellers looking to expand reach and drive incremental revenue. By strategically monitoring placements, optimizing settings, and analyzing performance, advertisers can turn this new channel into a scalable growth engine. Schedule a call with our Amazon advertising experts to learn how to optimize your campaigns and unlock off-site sales. Follow BIE on Instagram & Linkedin to stay updated with the trends.