SSPA

SSPA is part of Amazon’s broader advertising suite and is designed to make display advertising accessible, scalable, and performance driven.
Unlike Sponsored Ads, which appear primarily on Amazon search and product pages, SSPA placements can appear:

• across Amazon shopping surfaces
• on homepages and category pages
• within product browsing flows
• in audience-driven placements

This allows advertisers to engage relevant audiences at multiple stages of the shopping journey.

Who Can Use SSPA:

• Endemic advertisers products sold on Amazon
• Nonendemic advertisers brands or services not sold on Amazon but who want access to Amazon audiences

This makes SSPA unique because it opens Amazon’s shopping audience to service brands, apps, financial services, travel, and more.

Key Features of SSPA:

• Self-service platform: No need for Amazon managed service.
• Performance focused: Optimized for measurable outcomes such as conversions, signups, or sales.
• Audience targeting: Access to Amazon shopping audiences based on behaviors and interests.
• Flexible budgets: Suitable for both small and large advertisers.
• Display ad formats: Visual ads served across Amazon’s retail properties.

What SSPA Enables Advertisers To Do:

• Reach high intent Amazon shoppers
• Retarget shoppers based on browsing or purchase behavior
• Acquire new customers using Amazon’s audience data
• Scale campaigns efficiently without heavy manual management
• Measure performance through clear metrics

Common Campaign Goals:

• Sales or conversions (for endemic advertisers)
• Lead generation
• App installs
• Awareness and consideration in Amazon’s ecosystem

Benefits for Amazon:

• Expands advertising revenue beyond sellers and vendors
• Opens Amazon’s audience to more industries
• Strengthens Amazon as a performance advertising platform

Benefits for Advertisers:

• Access to Amazon’s high quality audience data
• No need for agency or account manager involvement
• Real time reporting and optimization
• Cost efficient display advertising with strong performance metrics

Example:
A home security brand uses SSPA to run display ads targeting shoppers who recently viewed smart home products.
Over a month, the campaign generates high click through rates and leads to increased product sales both on and off Amazon.

Why It Matters:
SSPA democratizes access to Amazon’s powerful audience and allows any advertiser to run scalable, performance focused display ads without managed service requirements.
It is a major component of Amazon’s evolution beyond search ads into broader retail media.

In short:
SSPA (Self-Service Performance Advertising) is Amazon’s self-service display ad platform that lets both Amazon sellers and nonendemic brands run performance driven campaigns using Amazon’s audience data across shopping surfaces.