Create Sponsored Display (SD) campaigns

On this page you can build a new Sponsored Display (SD: Sponsored Display) campaign. SD ads appear on product pages and on placements off Amazon, and their defining characteristic is that you choose the tactic (audience targeting / contextual targeting) first. It covers everything from checking your existing structure, to building a full campaign set, to adding targeting and negative targeting.

About this page

Item	Details
What you can do	Check existing SD campaigns, build a full set from campaign → ad group → product ads → targeting, and add targeting or negative targeting to an existing campaign
Applies to	Sponsored Display (SD)
Data & connection needed	A connected Amazon Ads account (because it writes). The ASINs of the products to feature, and the products / categories you want to target
Scope	Varies by prompt. Checking the existing structure = read-only / building a new set, adding targeting, adding negative targeting = changes ad settings after approval (created in a paused state (PAUSED) by default). Each prompt states its own in “Changes”

When to use this

Before building anything new, you want to see the structure of your existing SD campaigns in a list
You want to build an SD campaign as a full set, from the campaign through to the targeting
You want to add product or category targeting to an SD campaign you already have
You want to specify products or categories you do not want to show on as negative targeting on an existing SD campaign

Before you run

Target account … if you handle multiple accounts, check first that the account you write to is the correct one.
Tactic … whether to deliver with audience targeting or contextual targeting (see the note above).
ASINs of the products to feature … the ASINs of your own products to put in the ads.
Products / categories to target … the competitor ASINs or categories to specify for contextual targeting.
Setting up your naming rules first helps you avoid building duplicates (Classify ads with labels and naming rules).

Prompt quick reference

What you want to do	What you learn / what gets created	Changes	Prompt
Check the structure of existing SD campaigns	A table of SD campaigns	No change (read-only)	Prompt 1
Build a full new SD campaign set in one go	A preview of the campaign-through-targeting structure	Changes ad settings after approval (new creation, created paused)	Prompt 2
Add targeting to an existing SD campaign	A preview of the targeting and bids to be added	Changes ad settings after approval (addition)	Prompt 3
Add negative targeting to an existing SD campaign	A preview of the targeting to be excluded	Changes ad settings after approval (adds an exclusion)	Prompt 4

Prompt 1: Check the structure of existing SD campaigns

Before building anything new, list the SD campaigns you already have.

When to use — when, before building anything new, you want to understand the structure and naming of your current SD campaigns.

What you need — nothing (use it as is).

List the existing Sponsored Display (SD) campaigns.
Show campaign name, state, tactic (audience / contextual), and budget.

What you can change — (none; this only displays)

What you get back — a table of SD campaign name, state, tactic, and budget.

Changes — no change (read-only). Nothing is written to the Amazon Ads side.

Next steps — build new campaigns with Prompt 2.

Prompt 2: Build a full new SD campaign set in one go

Builds everything from the campaign through to the product ads and targeting at once. Review the proposal before you approve.

When to use — when you want to launch an SD campaign from scratch as a full set, from the campaign through to the targeting.

What you need — the campaign name, tactic, daily budget, start date, the ASINs of the products to feature, and the targets.

Build a new Sponsored Display (SD) campaign.
- Campaign name: {{CAMPAIGN_NAME}}
- Tactic: {{TACTIC (audience / contextual)}}
- Daily budget: {{DAILY_BUDGET (e.g., 2000)}} JPY
- Start date: {{START_DATE (e.g., 2026-08-01)}}
- Products to feature: {{TARGET_ASINS (one or more)}}
- Targets: {{TARGETS (e.g., competitor ASINs, categories)}}

Build it in the order campaign → ad group → product ads → targeting,
and show me the proposal first. Do not reflect anything to Amazon Ads
until I approve. Leave the state paused on creation.

What you can change — the campaign name, tactic (audience / contextual), daily budget, start date, the ASINs of the products to feature, and the targets.

What you get back — a preview of the campaign / ad group / product ad / targeting structure.

Changes — after approval, creates a full new Amazon Ads campaign set. The state on creation is a paused state (PAUSED) by default.

Next steps — after building, add targeting with Prompt 3 and add negative targeting with Prompt 4. To review bids, use Adjust bids.

Prompt 3: Add targeting to an existing SD campaign

Adds product or category targeting to an SD campaign you already have.

When to use — when you want to add products (ASINs) or categories you are targeting to a running SD campaign.

What you need — the campaign name, the targets to add (ASINs / categories), and the starting bid.

Add the following targeting to the ad group of SD campaign
"{{CAMPAIGN_NAME}}":
{{TARGETS (ASINs or categories, one or more)}}

Set the starting bid to {{STARTING_BID (e.g., 60)}} JPY.
Show me the proposal first, and do not apply anything until I approve.

What you can change — the campaign name, the targets to add (ASINs / categories), and the starting bid.

What you get back — a preview listing the targeting to be added and the bids.

Changes — after approval, adds the targeting to the specified ad group.

Next steps — to optimize the bids after adding, use Adjust bids.

Prompt 4: Add negative targeting to an existing SD campaign

Specify products or categories you do not want to deliver on (e.g., placements that are not performing) and add them as negative targeting on the SD campaign.

When to use — when you want to stop showing on a specific product or category.

What you need — the campaign name, and the ASINs or categories to exclude.

Add the following as negative targeting to SD campaign "{{CAMPAIGN_NAME}}":
{{NEGATIVE_ASINS_OR_CATEGORIES (one or more)}}

Show me the proposal first, and do not apply anything until I approve.

What you can change — the campaign name, and the ASINs or categories to exclude.

What you get back — a preview listing the negative targeting to be added.

Changes — after approval, adds the negative targeting to the specified campaign.

Next steps — if you want to identify low-performing placements from actual results data, use Find high-performing keywords and product targeting.

Create Sponsored Products (SP) campaigns — building new SP campaigns
Create Sponsored Brands (SB) campaigns — building new SB campaigns
Classify ads with labels and naming rules — set up campaign naming rules before building
Find high-performing keywords and product targeting — reviewing targeting after the build
Adjust bids — post-build bid optimization