What separates it from Sponsored Brands
Sponsored Brands are search-triggered. Sponsored Display is audience-triggered. You're not bidding on keywords — you're targeting shoppers based on what they've viewed, what they've purchased, what category they're browsing, or what competitor products they're considering. The off-Amazon placements expand reach beyond the marketplace, putting your creative in front of viewers on Amazon-owned and partner sites.
Where most CPG brands get this wrong
Sponsored Display is sold as self-serve DSP by most agencies, which under-states it. It's actually a retargeting-and-defense lever. The three highest-leverage use cases: re-engaging viewers who left without buying, defending your own product page against competitor ads, and going on offense against competitor product pages with your own creative. Most CPG brands run Sponsored Display as a small experiment line item — they should run it as the primary audience-engagement layer of the retail media plan.