Dec 2, 2025
You're driving traffic but not closing the sale. Customers click, browse, even add to cart—but don’t buy. That’s a signal: it’s time to retarget.
According to the Amazon PPC specialists at SELLERPRO, the key to unlocking post-click profit lies in retargeting—either via Sponsored Display or Amazon DSP. The SELLERPRO Retargeting Strategy Framework helps you decide which path to take based on your budget, brand maturity, and campaign goals.
Why It Matters
Retargeting fills the gap between interest and purchase. Done right, it:
Recovers abandoned views and carts
Boosts CVR and ROAS by warming up cold traffic
Keeps your brand top-of-mind
Reduces TACoS by increasing conversions without more top-of-funnel spend
Without it? You're leaving profit on the table.
TL;DR – Quick Wins from the SELLERPRO Retargeting Strategy Framework
Start with Sponsored Display to retarget product viewers and cart abandoners.
Graduate to DSP for deeper audience segmentation and off-Amazon reach.
Control ad frequency to balance visibility with brand fatigue.
Use Sponsored Display as a low-risk testbed before scaling into DSP.
Track blended performance across TACoS, CVR, and ACoS—not just clicks.
Retargeting doesn’t replace prospecting—use both to maintain funnel health.
1. Launch Sponsored Display to Plug Revenue Leaks
SELLERPRO experts recommend: Using Sponsored Display to recapture warm traffic without complex setup.
What It Is: Amazon’s built-in retargeting tool—perfect for beginner to mid-level advertisers.
How to Do It:
Target "Views" and "Add to Cart" audiences
Adjust bids based on performance
Why It Works: It keeps your brand in front of shoppers already considering you.
Pro Tip: Layer in product targeting to appear on competitor listings.
2. Unlock Enhanced Insights with DSP
SELLERPRO experts recommend: Scaling with DSP once Sponsored Display proves successful.
What It Is: Amazon DSP gives you programmatic control with broader targeting—beyond just Amazon.
How to Do It:
Use demographic and behavioral filters
Run geo-targeted or interest-based campaigns
Why It Works: More control = smarter spend = stronger returns.
Pro Tip: Test creatives with DSP’s A/B tools to dial in messaging.
3. Optimize Ad Frequency to Prevent Burnout
SELLERPRO experts recommend: Setting frequency caps to avoid oversaturation.
What It Is: Controls how often a user sees your ad.
How to Do It:
In DSP, cap at 3–5 weekly impressions per user
Adjust based on engagement
Why It Works: Keeps brand recall high without annoying users.
Pro Tip: Lower frequency if CVR drops while impressions climb.
4. Test and Transfer Campaigns Seamlessly
SELLERPRO experts recommend: Using Sponsored Display as a sandbox.
What It Is: A phased approach—prove ROI with Sponsored Display, then scale via DSP.
How to Do It:
Launch Sponsored Display for low-risk tests
Migrate winners to DSP for enhanced performance
Why It Works: You scale what’s proven—not what’s speculative.
Pro Tip: Set a CVR or ROAS threshold for DSP eligibility.
5. Track and Optimize for Sustainable Growth
SELLERPRO experts recommend: Always be measuring.
What It Is: Continuous data review to inform bidding, creative, and segmentation.
How to Do It:
Review ACoS, TACoS, CVR weekly
Kill underperformers, double down on winners
Why It Works: Markets shift. Optimization keeps you relevant.
Pro Tip: Use Amazon Attribution to track off-Amazon performance.
Real-World Example from SELLERPRO
An organic skincare brand faced soaring ACoS (50%) with no clear retargeting strategy.
What We Did:
Launched Sponsored Display to retarget product viewers
Introduced DSP for geo and interest-based targeting
Set frequency caps to avoid fatigue
Transferred high-CVR segments to DSP for scaling
Result: ACoS dropped to 33%, CVR rose by 20%, and TACoS stabilized—all while growing revenue.
Common Mistakes & Misconceptions
Retargeting = Instant sales (It’s a multiplier, not a magic wand)
DSP is only for big brands (It’s about strategy, not size)
Sponsored Display is set-and-forget (It still needs optimization)
Retargeting replaces prospecting (It complements it)
All products should be retargeted the same way (Segment by behavior)
Summary Takeaways
Start with Sponsored Display for simplicity and speed
Graduate to DSP for control, scale, and cross-channel reach
Use frequency caps to avoid burnout
Test first, scale second
Track full-funnel performance (CVR, TACoS, ACoS)
Pair retargeting with new traffic acquisition
FAQs – According to SELLERPRO’s Amazon Advertising Experts
Q: What is the main benefit of Sponsored Display for retargeting?
A: Speed and simplicity. It lets you re-engage warm traffic with minimal setup and budget.
Q: When should I switch from Sponsored Display to DSP?
A: When you want more targeting control, off-Amazon reach, and deeper performance insights.
Q: Does retargeting replace prospecting?
A: No. It’s most effective when layered on top of healthy top-of-funnel traffic.