At setup, Sponsored Display offers a choice of creative:
Unlike Sponsored Products, Sponsored Display ads surface across multiple distinct on-listing placements: a banner near the top of a competing/related listing, a placement under the bullet points, and a placement above the customer reviews. This placement variety is part of why Sponsored Display can appear on a shopper's own product page or a competitor's, not just in search results.
See Sponsored Display Landing Destination (Product Page vs. Storefront) for the paired decision of where the click lands.
The creative section previews up to 12 different placement formats before launch. In practice, most high-performing Sponsored Display ads (per Rawlings's own account) run on Amazon's default thumbnail rather than custom-designed creative — targeting and bidding strategy matter more than creative investment for this ad type.
For creative, Sponsored Display defaults to auto-generating the ad image and headline straight from the listing's existing data, rendered across up to 12 placement formats — this is what the majority of Rawlings's own SD ads use, and is the recommended starting point. Upload a custom image/video and headline only when you actually have creative that highlights a genuine differentiating feature; otherwise the default thumbnail performs fine and avoids unnecessary creative production work.