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.
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