Frequency capping on Amazon

Provides marketers with some guidelines on what they need to know about frequency capping when advertising on Amazon.

Frequency: How much is too much?

This article is part of a series of articles on frequency. Read more.

Need to know

  • Frequency capping is important but its importance will vary depending on the advertisers’ primary purpose – is it to drive Amazon sales? Or is it brand building?
  • Think about the sensitivity and application of frequency capping - is this a paid search environment where the ad is being returned based on a customer’s search query? Or is the brand proactively engaging a consumer with a DSP ad based on their previous view or purchase history?
  • There...

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