Amazon Sponsored Products Go Beyond Amazon - What Sellers Need to Know?

Most Amazon sellers don’t just sell on Amazon. Many have their websites, list products on other marketplaces, and even stock inventory with third-party retailers. But if there’s one thing almost every Amazon seller has in common, it’s this—they run Sponsored Product ads. Sponsored ads are practically the backbone of Amazon’s advertising ecosystem, helping sellers drive visibility and sales in a highly competitive space.

So, it’s no surprise that Amazon wants to expand that success beyond its platform. With Sponsored Products Across Retailers (Beta), Amazon is letting brands advertise their products on other retailers’ websites and apps—even if they don’t sell on Amazon. But is this just Amazon looking to cash in, or is it a real opportunity for sellers? Let’s break it down.

What is Sponsored Products Across Retailers (Beta)?

Amazon’s Sponsored Products Across Retailers (Beta) is an expansion of its Sponsored Products ad format, allowing sellers to run ads on other retailers’ websites and apps—not just Amazon. This means your ads can show up while shoppers browse participating retailers, even if you don’t sell on Amazon at all.

How it works

• You choose the retailer – During campaign setup, you select where you want your ads to appear.

• Retailer-sourced products – The ads promote products from the retailer’s catalog, not Amazon listings.

• Native ad placements – Ads appear within search results, browse pages, and product detail pages of the selected retailer’s site.

• Checkout happens off Amazon – Shoppers who click your ad complete their purchase directly on the retailer’s website or app.

Who can use it?

• Brands that already sell on participating retailers can advertise their products.

• You do not need to sell on Amazon to use this feature, but you do need an Amazon Ads account.

Why this matters

Amazon knows sellers rely heavily on Sponsored Products to drive sales. Now, it’s expanding that power beyond its platform—letting sellers reach more shoppers where they’re already buying. But is it worth it? Let’s find out.

Why is Amazon expanding Sponsored Products beyond its platform?

Amazon isn’t just being generous by offering its ad tech to other retailers—it’s a strategic move that benefits Amazon, advertisers, and participating retailers. Here’s why this expansion makes sense:

1. More ad revenue for Amazon

Amazon’s advertising business is a massive revenue driver, and Sponsored Products are one of its most successful ad formats. By allowing these ads to run beyond Amazon, Amazon collects ad revenue from sellers even when purchases happen elsewhere. More placements = more clicks = more revenue.

2. Keeping sellers in the Amazon Ads ecosystem

Many Amazon sellers don’t just sell on Amazon—they have their own websites, listed on Walmart, Target, and other retailers. Instead of losing advertisers to Google Shopping, Meta, or other ad platforms, Amazon is making sure sellers keep spending their ad dollars within its ecosystem, even when selling elsewhere.

3. Helping retailers compete with Amazon (while still profiting from them)

Retailers that participate in this program get access to Amazon’s advanced ad tech, which means better targeting, more ad revenue, and increased sales for them. In a way, Amazon is monetizing competitors by offering them its ad infrastructure while keeping control of the data and technology.

4. Expanding Amazon’s ad tech dominance

Amazon’s machine learning-driven ad platform is one of the most powerful in e-commerce. By bringing more retailers into its ad network, Amazon strengthens its position against Google, Meta, and TikTok in the battle for e-commerce advertising dollars.

What does this mean for sellers?

Amazon’s expansion of Sponsored Products beyond its platform is not just a new ad option—it’s a shift in Amazon’s overall advertising strategy. The key question for sellers is: Will this help you sell more, or is it just another way to spend more on ads? Let’s dig into how it works.

How does it work?

Amazon has made Sponsored Products one of the most effective ad formats on its platform, and now it’s rolling out that same system across other retailers’ websites and apps. Here’s how it functions:

1. You choose where to advertise

• During campaign setup, you select the participating retailer(s) where you want your Sponsored Product ads to appear.

• Unlike regular Amazon ads, these don’t promote your Amazon listings—they promote products from the retailer’s catalog.

2. Ads appear natively on retailer sites

• Your Sponsored Product ads will show up in familiar placements: search results, product detail pages, and browse pages of the retailer’s website or app.

• The retailer controls the look and feel of the ads to make them blend into their platform’s shopping experience.

3. Customers shop directly on the retailer’s site

• If a shopper clicks your ad, they are taken to the retailer’s product page (not Amazon).

• They complete their purchase directly on that retailer’s website or app, just like any other customer.

4. Campaign setup is similar to regular Sponsored Products

• You manage these ads within Amazon’s advertising console or API—just like you do for Amazon ads.

• You can use automatic targeting or manually select keywords.

• Campaigns include bidding options, daily budgets, and reporting tools, just like on Amazon.

Key differences from Amazon’s Sponsored Products

Who can use it?

Amazon’s Sponsored Products Across Retailers (Beta) isn’t open to everyone—there are specific eligibility requirements. Here’s who can take advantage of it:

1. Sellers who have products listed on participating retailers

• You must already be selling products on the retailer’s website or app to run ads there.

• Your ads promote products from the retailer’s catalog, not your Amazon listings.

2. Businesses with an Amazon Ads account

• Even though these ads don’t appear on Amazon, you still need an Amazon Ads account to access this feature.

• If you’re already running Sponsored Products on Amazon, setting up these campaigns will feel familiar.

3. Brands that want to expand beyond Amazon

• If you sell on multiple platforms (e.g., Amazon, Walmart, Target, Best Buy), this gives you a way to run ads outside Amazon while staying within Amazon’s ad system.

• It’s also an option for brands that don’t sell on Amazon at all but want to use Amazon’s ad technology for visibility on other retailers.

Who can’t use it (yet)?

• Sellers who only sell on Amazon – If you don’t have your products listed on a participating retailer’s site, you can’t advertise there.

• Retailers that haven’t partnered with Amazon – Only select U.S.-based retailers are included in the beta program for now.

• Sellers without an Amazon Ads account – You need access to Amazon’s advertising console to set up these campaigns.

What this means for sellers

If you’re already selling on a retailer’s website and using Amazon Ads, this could be an easy way to extend your reach. But if you’re only on Amazon, this feature isn’t for you—unless you start selling on other platforms.

Where do these ads appear?

Amazon’s Sponsored Products Across Retailers (Beta) places ads directly within the shopping experience of participating retailers. These aren’t banner ads or random pop-ups—they appear natively within search, browse, and product pages, just like Sponsored Products on Amazon.

1. Search results pages

• Your ads appear when shoppers search for related products on the retailer’s website or app.

• Placement is similar to Amazon’s Sponsored Products—usually at the top or within search results.

• This ensures high visibility for products relevant to what the customer is actively looking for.

2. Product detail pages

• Ads can show up on competing product pages, just like on Amazon.

• This means your product could appear as a recommended alternative when a shopper is looking at a similar item.

• A key difference is that retailers decide how and where these ads show up—so placements may vary by platform.

3. Browse/category pages

• Your ads can also appear when shoppers are browsing a category or department within a retailer’s site or app.

• This is useful for brand discovery, as it reaches shoppers who haven’t searched for a specific product but are exploring options.

Retailer control over ad placements

Unlike Amazon, where Sponsored product placements are standardized, each retailer has control over how ads integrate into their platform. That means:

• Ad placement rules may differ from one retailer to another.

• Visibility could vary based on the retailer’s site design, traffic, and competition.

• Some retailers may prioritize their brands over third-party advertisers, affecting how often your ads are shown.

Since placements are retailer-controlled, results may not be as predictable as Amazon’s Sponsored Products. However, appearing where shoppers are already searching and browsing can give sellers a competitive advantage—if the targeting and bidding are optimized correctly.

Next, let’s explore whether this expansion benefits Amazon sellers or if it’s just another way to spend more on ads.

Potential benefits for Amazon sellers

For sellers working with an Amazon PPC management agency or handling ads in-house, Sponsored Products Across Retailers (Beta) opens up new opportunities beyond Amazon. Here’s how it could be beneficial:

1. Expanded reach without extra complexity

If you’re already using Amazon PPC advertising management, this feature lets you advertise on other retailers’ websites without learning a new ad system. You still manage everything through the Amazon Ads console, keeping things simple.

2. Access to Amazon’s ad tech on other platforms

Amazon’s machine learning-driven ad system is one of the best for e-commerce. Now, even when selling on other platforms, you can leverage Amazon’s targeting, bidding, and ad optimization tools to drive sales.

3. More visibility where customers are shopping

Many Amazon sellers also have products listed on other retailers like Walmart, Target, or Best Buy. Instead of running separate ad campaigns for each retailer, you can use Amazon’s system to advertise across multiple sites.

4. First-mover advantage

Since this feature is still in beta, competition is lower, meaning cheaper CPCs and better ad placements for early adopters. Over time, as more sellers join, ad costs will likely rise—so getting in early could be a strategic advantage.

Possible drawbacks and limitations

While this expansion might seem like an easy win, there are real limitations sellers and Amazon advertising specialists need to consider:

1. No control over ad placement

Unlike Amazon, where you know exactly how Sponsored Products work, retailers decide where and how your ads appear here. Your ad might not get prime real estate, reducing its effectiveness.

2. Unclear data and reporting limitations

Since ads run on third-party retailer sites, sellers may not get the same level of performance insights as they do with Amazon PPC. It’s unclear how much control sellers will have over optimization and real-time adjustments.

3. Potentially lower conversion rates

Amazon shoppers are already primed to buy, whereas customers on other retailer sites may behave differently. Clicking on an ad doesn’t guarantee a sale, and conversion rates may vary significantly by retailer.

4. Not ideal for sellers who only use Amazon

If you don’t sell on other retailers, this feature won’t benefit you at all. It’s only useful if you have products listed on participating retailers and want to boost visibility there.

Should you try it?

If you have the budget, product availability, and willingness to test, this could be a low-risk way to increase visibility outside Amazon while still using Amazon’s ad system. But if control, data, and budget efficiency are your top priorities, it may be worth waiting until more details emerge.

Before diving in, discussing your strategy with Amazon consultants who can analyze whether this feature aligns with your goals is smart.