Amazon Ads launched new configuration options for off-Amazon ad placements in Sponsored Products (SP) campaigns, accessible through the Campaign Settings tab. The update introduces two strategic optimization choices for advertisers managing their off-Amazon presence.
New Optimization Settings
Maximize Reach Option
The platform's default setting prioritizes broader exposure by:
- Utilizing existing targeting parameters to expand reach
- Increasing potential impressions off Amazon
- Creating more opportunities for sales beyond Amazon's marketplace
Minimize Spend Option
This alternative setting focuses on cost control through:
- Optimized ad delivery for reduced spending
- Controlled impression frequency off Amazon
- Strategic budget management for external placements
Amazon has automatically set Maximize Reach as the default option for all existing SP campaigns. The platform encourages advertisers to review their current campaign settings to ensure alignment with their advertising objectives and campaign structures.
