Not Everyone Buys on the First Visit
Most ecommerce visitors do not buy the first time they see your product. They browse, compare, get distracted and leave. Retargeting puts your products back in front of those visitors as they browse other websites, scroll social media or watch videos. It is one of the highest-ROI advertising strategies available to ecommerce sellers.
How Retargeting Works
When someone visits your website or views your product on a marketplace, a tracking pixel records their visit. Later, you can show them targeted ads reminding them of the product they looked at. Because these people have already shown interest, they convert at much higher rates than cold audiences.
Retargeting typically delivers 2-5x higher conversion rates than prospecting ads because you are reaching people who already know your brand and have expressed interest in your products.
Retargeting on Amazon
Amazon offers Sponsored Display retargeting which shows ads to shoppers who viewed your product listing or similar products but did not purchase. This is available through Seller Central and is one of the most underused Amazon ad types. The targeting is automatic — Amazon handles the audience building.
For Sponsored Display retargeting, I recommend starting with a modest daily budget and views remarketing (people who viewed your product). Product targeting (people who viewed competitors) is also powerful but needs more careful bid management.
Retargeting for Shopify and DTC Sellers
If you sell on your own website, Facebook and Instagram retargeting is extremely effective. Install the Meta Pixel on your Shopify store and create custom audiences of website visitors, add-to-cart abandoners and past purchasers. Your retargeting ads should address common objections — free shipping reminders, review highlights or limited-time offers.
Multi-Platform Retargeting Strategy
If you sell across multiple platforms, think about how retargeting fits into your broader strategy. Someone who viewed your product on Amazon might see your retargeting ad on Facebook and buy directly from your Shopify store (higher margins for you). This cross-platform approach is advanced but extremely profitable.
Retargeting Budget Allocation
Retargeting should typically be 10-20% of your total ad budget. It is small but mighty. Because conversion rates are higher, even modest budgets generate meaningful revenue. Start with £5-10 per day and scale based on performance.
Getting Started
If retargeting sounds complex, start with just one platform. Amazon Sponsored Display retargeting requires minimal setup. Or if you have a Shopify store, set up a basic Facebook retargeting campaign for website visitors in the last 30 days. Either option can be live within an hour and generating additional sales within days.
Want help setting up retargeting across your platforms? I can review your current advertising and identify the biggest retargeting opportunities. Get in touch to discuss your setup.
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