Sponsored Display campaigns choose between two optimization strategies at setup:
Chris Rawlings does not recommend vCPM as a default ("brand awareness... doesn't pay my bills"), but flags two legitimate uses:
See Sponsored Display Cost Control (Bid Cap) for the related cap setting shown at the same setup step, and Amazon PPC Auction Model for how CPC bidding fits the broader Amazon ads auction.
Despite vCPM's brand-awareness framing, Rawlings argues Sponsored Display overall behaves as a direct-response platform rather than a branding one: contextual/category targeting was reportedly performing well through 2025 because shoppers arrive already looking for solutions, not awareness. Real account proof point: Sponsored Display generated over $100,000 in revenue on an account just over a year old, with campaign ACOS ranging roughly 10%–36% across different targeting types — evidence that CPC/Optimized-Bids-for-Conversions is driving real sales, not just visibility.
"it's not a brand awareness type of platform it's a direct solution type of platform people are looking for Solutions right now"