Amazon Sponsored Display ads are now part of Amazon’s broader display ads offering, according to Amazon’s official product page, checked November 10, 2026. Amazon says existing Sponsored Display campaigns continue uninterrupted; new display campaigns use Campaigns → Create Campaign → Display, Video, and Audio → Display. If you searched for the old product name, the immediate task is choosing the right route—not rebuilding a campaign simply because its label changed.
This guide separates three decisions: finding an existing campaign, creating a new one, and interpreting current pricing without importing assumptions from older Sponsored Display tutorials. It is based on public Amazon documentation, not access to a seller’s advertising account.
Amazon Sponsored Display Ads: The Current Product Route
Amazon’s Sponsored Display page now serves as a transition page. Its headline says Sponsored Display is now known as display ads, and its FAQ places the former product within the wider display offering in Amazon Ads Agent. Amazon describes that workspace as bringing sponsored ads and Amazon DSP workflows together (data checked 2026-11-10).
That creates an important distinction: a shared workspace is not a universal campaign specification. Finding sponsored ads and DSP workflows in the same environment does not establish that every campaign has the same eligibility, billing, targeting, or service arrangement.
| What brought you here? | Current documented route | What to establish next |
|---|---|---|
| An existing Sponsored Display campaign | Display, Video, and Audio campaigns in Amazon Ads Agent | Match the existing campaign before editing anything |
| A new display campaign | Campaigns → Create Campaign → Display, Video, and Audio → Display | Check the setup options offered for the account and market |
| A question about the renamed product | Amazon’s Sponsored Display transition page | Separate the naming change from campaign-specific settings |
| A broader display purchase or service proposal | Current display ads product information | Identify the buying route before interpreting a minimum spend |
The route descriptions above are from Amazon’s transition FAQ, checked 2026-11-10. The final column is a working checklist for using that information.
For the wider advertising landscape, use the Amazon advertising guide for sellers. This page stays focused on the old Sponsored Display query and its current destination rather than repeating an overview of every ad type.
Existing Campaigns: Find and Reconcile Before Rebuilding
Amazon explicitly states that existing Sponsored Display campaigns will continue to run uninterrupted and can be accessed through Display, Video, and Audio campaigns in Amazon Ads Agent (data checked 2026-11-10). That statement supports continuity. It does not say a seller must duplicate every legacy campaign, transfer its budget, or start over to preserve delivery.
Start with a read-only reconciliation. Keep the existing campaign name, identifier if available, status, market, budget, and reporting period together. Match that record to the campaign you locate in the current workspace. The purpose is to distinguish a navigation problem from an actual campaign problem before changing spend.
Use this small handoff record:
Legacy campaign name:
Campaign identifier, if available:
Advertising account and marketplace:
Current workspace location:
Current status:
Budget and billing basis shown:
Reporting period used for comparison:
Owner responsible for the next change:
If a campaign is missing from view, check the selected account, marketplace, date range, and active filters before concluding that the campaign was removed. This is a diagnostic sequence, not a claim that Amazon has preserved a particular screen layout. Record what is actually visible in your account rather than expecting an older screenshot to match.
If delivery looks different, compare the same campaign over a consistent reporting window. Save the current settings before making a correction. A renamed navigation category is not evidence that targeting, billing, or attribution changed for that individual campaign.
Keep the investigation narrow: “Where is the existing campaign?” is a different question from “Should we replace its strategy?” Resolve the first before using the second to justify a new campaign. Otherwise a simple findability issue can turn into overlapping spend and a reporting comparison with no clean baseline.
New Campaigns: Use the Display Entry, Then Define the Brief
The current public creation instructions are specific: go to Campaigns, select Create Campaign, and choose Display under Display, Video, and Audio. Those labels come from the official transition FAQ, checked 2026-11-10. Treat them as the documented route, not as a promise that every account sees identical options at the same time.
Before entering a budget, decide what this campaign is meant to do and where the click should lead. Amazon’s current display ads page says destinations may include an Amazon product detail page or a custom landing page on an external website. It also says display supports image and video formats (data checked 2026-11-10). Those are capabilities of the broader offering; the actual creation workflow determines the choices available for your setup.
Build a short campaign brief with these fields:
- Destination: the product page or external landing page being considered.
- Outcome: the business result the campaign is supposed to support.
- Audience premise: who should encounter the message and why it is relevant.
- Creative: the assets available now, with an owner for any missing version.
- Budget owner: the person authorized to confirm the spend and billing route.
- Measurement: the reporting period and result that will be used to evaluate the campaign.
This brief prevents a common mismatch: copying an old Sponsored Display setup because the search term looks familiar, even though the destination or objective is different.
Amazon’s display page describes placements across the Amazon store, Amazon properties, and third-party sites and apps, with placements automatically selected based on targeting tactic and optimized toward the desired outcome (data checked 2026-11-10). A list of possible placements is not a reservation for any specific placement. If a brief requires a particular environment, verify that requirement within the selected buying route rather than assuming it follows from the display label.
Pricing: Do Not Turn One Buying Route Into a Universal Rule
Current display pricing needs a route label. Amazon’s display ads FAQ distinguishes sponsored-ads execution from other display arrangements; it does not present one cost model for every product under the display umbrella (data checked 2026-11-10).
| Route described by Amazon | What the current page says | How to use the information |
|---|---|---|
| Display executed through sponsored ads | CPC and vCPM options; no minimum campaign spend requirements; self-service with no management fees | Check which option applies to the selected campaign rather than assuming CPC only |
| Display executed through Display, Video, and Audio, described there as managed service | Pricing varies by format and placement; typically a $50,000 minimum, which may vary by country | Establish the service arrangement before applying this figure |
| Native display ads | Multiple buying approaches, including share of voice, rotational media, and auction | Do not use this list as the specification for a legacy Sponsored Display campaign |
Source for all rows: Amazon display ads FAQ, data checked 2026-11-10.
The transition page uses Display, Video, and Audio as a navigation route. The pricing FAQ also uses that wording when describing a managed-service option. A navigation label alone therefore cannot settle the financial arrangement for a specific account. Keep the campaign’s actual buying route and the service description together when reviewing a quote or setup screen.
Two opposite shortcuts both fail. Saying every display campaign requires $50,000 ignores the FAQ’s self-service sponsored-ads description. Saying every display campaign has no minimum ignores its separately described managed-service arrangement. Neither claim is a sound interpretation of the current page.
Likewise, no minimum campaign spend is not a CPC forecast, a guarantee of delivery, or proof that every editable budget field accepts any value. It describes a spend requirement on the stated route. Budget controls, auction costs, and results still need their own evidence.
For a deeper discussion of the other workflow, see the Amazon DSP guide. Keep historical terminology and current purchasing decisions separate when moving between the two pages.
A Handoff Checklist for the Renamed Workflow
Use the following sequence when an operator, agency, or account owner receives a request to “set up Sponsored Display.” It turns an ambiguous legacy label into a decision someone can execute.
First, classify the request. Is it about locating an existing campaign, creating a new campaign, or evaluating a managed-service proposal? Write down the answer before discussing tactics. The same old product phrase can hide very different requests.
Second, attach the account context. Record the marketplace, account owner, and intended destination. Public product documentation explains the route; it does not establish that a particular account has access to every feature mentioned on a global product page.
Third, preserve the baseline. For a live campaign, keep the existing campaign identity and settings with the current reporting period. For a new campaign, record the brief and chosen billing option before launch. This makes later comparisons interpretable without inventing a migration event.
Fourth, confirm the spend arrangement. Use the pricing row that matches the actual route. If the route is unclear, obtain that clarification before treating a product-page minimum as a budget instruction.
Finally, assign the next action. A useful handoff ends with a concrete task: locate and document the legacy campaign, complete the new Display setup, or clarify the service proposal. “Research Sponsored Display” is too vague to resolve any of those outcomes.
Avoid attaching expected performance gains to the name change. Amazon’s continuity statement is about existing campaigns running, not a promise that a renamed workspace increases sales. Evaluate a strategy change against its own measurement plan rather than attributing a result to new terminology.
Frequently Asked Questions
Has Sponsored Display been discontinued?
Amazon’s official page says Sponsored Display is now part of the broader display ads offering. The same page says existing campaigns continue uninterrupted (data checked 2026-11-10). That is a product transition with documented campaign continuity, not a statement that all legacy campaigns have stopped.
Where do I find existing Sponsored Display campaigns?
Amazon directs advertisers to Display, Video, and Audio campaigns in Amazon Ads Agent, according to its transition FAQ checked 2026-11-10. Match the account and marketplace before comparing a campaign with an older record.
How do I create a new Sponsored Display campaign now?
Use the current display creation route: Campaigns → Create Campaign → Display, Video, and Audio → Display. Amazon gives this route as the alternative to Sponsored Display on its official page, checked 2026-11-10.
Are display ads CPC only?
No. Amazon’s display ads FAQ lists CPC and vCPM for display executed through sponsored ads, alongside other pricing descriptions for other display arrangements (data checked 2026-11-10). Confirm the billing basis for the campaign you are actually creating.
Sources and Verification Scope
Public documentation checked 2026-11-10: Sponsored Display transition FAQ and display ads product page and pricing FAQ. Navigation instructions and pricing distinctions above are drawn from those pages. Account-specific availability, live campaign behavior, and advertising results were not tested. This guide provides a route and reconciliation framework, not a reconstructed account interface.