Retargeting
Advertising to shoppers who already viewed your product but did not buy, mainly through Sponsored Display.
Why it matters
Retargeted audiences convert at markedly higher rates than cold traffic because intent is already established. On Amazon, views-remarketing through Sponsored Display is usually the cheapest incremental revenue available to a brand already running search ads.
In practice
Lookback windows are configurable; shorter windows generally convert better while longer windows scale further. For consumables, purchases-remarketing to previous buyers around the expected replenishment point is frequently the single best-performing audience in the account.
Related terms
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