Attribution Modeling: Understanding the Impact of Sponsored Display and Sponsored Products on Sales


In the ever-changing e-commerce landscape, brands and businesses need to comprehend the effects of various advertising strategies on sales. The relative merits of sponsored displays and products are hotly contested topics. Businesses can gain a thorough understanding of their advertising efforts when combined with the significance of tracking Amazon KPIs. Learn how attribution modeling can shed light on the results of these two advertising approaches in this post.

Sponsored Display vs Sponsored Products: The Basics

Understanding sponsored display vs sponsored products is a prerequisite to delving into the nuances of attribution modeling.

Sponsored Display: CPC self-service ads on and off Amazon. They are made to reach people interested in particular products or categories in a store’s online store. Sponsored display ads are great for retargeting because they allow businesses to show interested customers reminders of products they previously viewed.

Sponsored Products: Amazon search results and product detail pages only display these CPC ads. They are displayed according to keywords and serve to advertise specific listings. Your sponsored product ad can appear when a shopper searches for a keyword related to your product, increasing brand awareness and the possibility of a purchase.

The Role of Attribution Modeling

The effectiveness of various promotional tactics on final sales can be gauged with attribution modeling. It reveals the customer’s journey and pinpoints the advertisements that led directly to the sale. The efficiency of a company’s advertising spend can be improved by studying sponsored displays and sponsored products.

Sponsored Display vs Sponsored Products: Which Drives More Sales

This question does not have a simple answer. Several factors affect how effective these advertising strategies are:

Audience: Sponsored-content banner ads are more behavior-driven, focusing on users based on their previous purchasing patterns. Sponsored goods, however, are directed at users according to the keywords they have entered. One may be more appropriate than the other for your product and intended audience. 

Placement: Sponsored products are limited to Amazon’s platform, while sponsored display ads have a broader reach, appearing on and off Amazon. Because of this, people are more likely to recognize the brand, which could result in more purchases.

Intent: Sponsored products cater to users actively searching for specific products on Amazon, indicating a higher purchase intent. Sponsored display ads are geared more toward retargeting, so they only show to people who have already shown interest.

The Importance of Amazon KPIs

Amazon KPI is essential for measuring campaign success. Here are some important KPIs to think about:

Advertising Cost of Sale (ACoS): This metric tells you how profitable your ads are by showing you the ratio of the money you spend on ads to the number of sales you want.

Click-Through Rate (CTR): People are interested in your ads if your CTR is high.

Conversion Rate: This KPI tells you how many ad clicks result in selling something. A higher conversion rate means the ads are more relevant and targeted.

Return on Ad Spend (ROAS): This metric provides insights into the revenue generated for every dollar spent on advertising.

By closely monitoring these KPIs, businesses can fine-tune their advertising strategies for maximum ROI.


Attribution modeling is useful because it allows businesses to understand the impact of advertising on sales better. There are benefits to both sponsored displays and sponsored products. Still, the success of each model depends on the specifics of the advertised product, the characteristics of the target audience, and the advertising approach taken as a whole. Businesses can fine-tune their advertising strategies for maximum impact using the metrics provided by Amazon Key Performance Indicators.