Amazon Targeting

A type of ad targeting for use with Amazon’s Sponsored Display and Sponsored Products. Both Sponsored Display and Sponsored Products allow brands to customize ad information that displays at key locations in relevant search results.

What Is Amazon targeting?

It is a new type of ad targeting for use with Amazon’s Sponsored Display and Sponsored Products.

Sponsored Display allows Amazon advertisers to create a customized headline and log that appears alongside automatically generated creative that can also display deals on merchandise and savings badges. These campaigns appear beside customer reviews, on shopping results pages, and alongside product detail pages for other products.

Sponsored Products promote individual product listings on Amazon as related items beneath searches. Using product targeting with Sponsored Products allows advertisers to choose Amazon Standard Identification Numbers (ASIN) based on price, rating, brand, or Prime shipping eligibility to display their products alongside, or Amazon will provide suggestions.

Amazon targeting vs. keyword targeting

Most Amazon sellers are familiar with keyword targeting. Not only because 95% of Amazon shopping begins with a keyword search, but because, until fairly recently, Amazon ads were mostly sold via keyword bidding. Keyword targeting allows Amazon advertisers to appear in shoppers’ searches based on the terms they might be using to find a product. So, if a shopper is searching for a winter coat, they might use the keywords “Women’s Black Winter Coat.” The winning keywords would appear in sponsored listings featuring relevant products. 

With product targeting, advertisers now have direct control over the specific products, categories, and brands they want to target, serving ad campaigns alongside other relevant search results. Product targeting is an excellent way to help shoppers compare prices, reviews, and Prime eligibility as they shop.

What should I target?

Targeting any related products on Amazon is not only cost ineffective, but it also might make your products blend in, rather than stand out. In order to make sure you’re targeting only products, brands, and categories that might make Amazon shoppers stop and take notice, there are a few best practices for product targeting. 

  • Price: Target products that are more expensive than your own, offering well-reviewed, more affordable options that might make shoppers stop and consider a bargain.
  • Brand: Brand names draw a lot of attention on Amazon, but not necessarily because shoppers must have those brand names. Many shoppers might search for Kleenex by name when they simply want soft, dye-free facial tissue. 
  • Complement: Target alongside products complementary to your own. A shopper who is looking for a black winter coat might also be looking for a pair of warm black gloves as well. Offering just the right product at just the right time might win an upsell.
  • Rating: Studies show that 89% of consumers read reviews before buying a product. If you’ve got a product with stellar reviews, especially at a better price, displaying your item near a product with less positive feedback will make your brand stand out. 

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