The e-commerce giant is hosting a three-day marketer event that will showcase its growing roster of data services, which advertisers use to analyze campaigns. Amazon also is showing off new ad offerings, including an expansion of “sponsored display” ads, which will soon open to brands that don’t sell within Amazon’s online store. That means brands, outside of Amazon sellers, could run sponsored display ads on Amazon.com.
The new sponsored display ads, from outside brands, will first appear on Twitch, before being available for placement on Amazon.com, according to Alan Moss, VP of global advertising sales at Amazon Ads. The update was made for brands in “verticals that aren’t available on Amazon, like restaurants or hotels,” Moss said.
Amazon also made an ad unit called “rewarded sponsored display” ads, which are ads that promote offers, like a coupon. Moss said that marketers would be able to buy rewarded sponsored display ads on a cost-per-click basis, which means they pay only when the ad induces a click. Rewarded display ads are reserved for Amazon sellers. There have been other types of ads, with reward offers, available to brands off of Amazon that appear in inventory in places like Fire TV and Twitch—just not on Amazon.com.