Maximizing Reach: How Offsite Placements Elevate Your Amazon Sponsored Products

A New Chapter in Amazon Advertising

Amazon is opening a bold new chapter in its advertising playbook with the expansion of Sponsored Products ads beyond its own platform. Traditionally, these ads blend seamlessly into the Amazon shopping experience. They appear like organic listings, linking directly to product detail pages (PDPs), and featuring rich product info like reviews, ratings, and pricing. Now, Amazon is pushing the boundaries by allowing Sponsored Products to appear across high-traffic websites and apps outside its ecosystem.

Reaching Shoppers Earlier in the Funnel

This shift allows brands to reach potential buyers earlier in the purchasing journey. Instead of only engaging with consumers already deep in the funnel on Amazon, advertisers can now tap into broader discovery moments elsewhere online. As competition intensifies within Amazon’s native search results and product pages, this move offers sellers an important new avenue to grow brand visibility and influence purchasing decisions sooner.

Where Off-Amazon Ads Are Appearing

So, where exactly are these off-Amazon ads showing up? Amazon has started placing Sponsored Products on a curated list of premium third-party sites and mobile apps, including Pinterest, BuzzFeed, Lifehacker, and others. Pinterest, known for its discovery-driven audience, is especially valuable for advertisers aiming to spark interest before consumers head to Amazon to search.

Consistent Look, Seamless User Experience

Visually, off-Amazon Sponsored Products maintain the same recognizable look, being auto-generated from your product listing and packed with trusted info like Prime eligibility, pricing, and star ratings. The ad creative doesn’t require any extra design work, making it simple for advertisers to scale. These ads still link directly to the advertised product’s PDP on Amazon, keeping the path to purchase clear and direct.

Contextual Targeting Outside the Amazon Ecosystem

The real magic lies in how targeting works outside of Amazon. On discovery-based platforms, Amazon uses contextual signals, like relevant keywords or on-page content, to determine ad placement. That means your Sponsored Products can now appear alongside content that matches your campaign’s keywords or themes, even when the user isn’t actively searching.

No Extra Setup Required for Sellers

And what about campaign management? If you’re already running Sponsored Products campaigns on Amazon’s U.S. marketplace, you’re covered. Off-Amazon placements are rolling out gradually and require no additional setup. However, not all sellers will immediately see performance data, as Amazon is introducing this update in phases.

How to Track and Optimize Performance

To track performance, you’ll want to monitor your Sponsored Products Placement Report. Amazon now includes a category called “Off Amazon,” so you can compare impressions, clicks, conversions, ROAS, and more against traditional placements like Top of Search or PDPs.

Maintaining Control and Brand Safety

While these new placements are baked into existing campaigns, you still maintain a degree of control. You can adjust bid modifiers to influence where your budget goes and even opt out of specific websites or apps that don’t align with your brand. This ensures your ads appear in relevant, brand-safe environments.

A Top-of-Funnel Opportunity

It’s important to manage expectations, as off-Amazon ads are engaging users earlier in their journey, so conversion rates may differ from what you’re used to on Amazon. But that’s not a drawback; it’s an opportunity. These placements allow you to build awareness, drive consideration, and warm up future Amazon shoppers.

The Bigger Picture: Full-Funnel Strategy Potential

At SellerRocket, we believe this evolution of Sponsored Products could redefine how sellers approach full-funnel advertising. By merging the high-intent environment of Amazon with the reach of external content platforms, this new ad placement offers a hybrid model that can scale both demand generation and conversion.

What’s Next for Off-Amazon Ads

For now, this feature is limited to the U.S. market, but if history is any indicator, broader expansion is just around the corner. Whether you’re already running Sponsored Products or just getting started, this is a critical update worth watching closely.

Stay Ahead of the Ecommerce Curve

The landscape of ecommerce advertising is changing, so make sure you’re ahead of it.