Internal data from Amazon shows that around 45% of all sales on Amazon are made via product detail pages. This shows the enormous potential that product targeting has in store for sellers.

But what is product targeting exactly?

In addition Keywords Is there a possibility Sponsored Product Ads as well Sponsored Display Ads based on Asin's to make it appear. This is so-called product targeting, also known as product orientation.

There are two different options here:

1. ASIN targeting

2nd Category Targeting

We will explain to you in more detail below what exactly these options mean:

ASIN targeting

Advertising with competitors

Instead of keywords, products or ASINs are selected as targets. An ad is displayed on the product detail page of the selected ASIN or on the search results page. However, the latter only if the respective ASIN is listed among the organic search results on the first page. In any case, the top competitors should be selected for this, because product targeting is a suitable advertising tool to draw attention to your own brand in competing products. This can be achieved by sellers placing product targeting on their competitors' product detail pages.

Protect listing

In order to protect your own listing, you can also target your own ASINs. This prevents a competitor from playing an advertisement on our product detail page and a potential buyer from spontaneously opting for a similar or cheaper competitor product.

In addition, Sponsored Product Campaigns focused on your own products can be used for cross-selling and promote and place other products from your own range. To do this, you put complementary products under your own listing and occupy the slots.

Targeting Category

Instead of individual competitor ASINs, industry-specific categories can also be selected. The main difference is therefore that the merchant cannot determine for himself which ASIN he wants to target in detail. However, the principle is the same as with ASIN targeting described above. The ad is displayed either on the product detail page of a product in the corresponding category or on the search results page. The latter, however, only if ASINs in the selected category are organically placed on the first search results page.

The categories correspond to those that a user can select next to the search input field on the Amazon homepage. Category targeting is particularly useful for products that are more likely to be bought while browsing, such as fashion items or gifts.

The use of the Targetings category is particularly clever for new products that have not yet been searched for using your own keywords and can therefore be used sensibly, especially during a product launch.

Although no individual ASINs can be selected, it is possible to refine the categories to include further criteria and thus further narrow down the targeted products.

These criteria are:

• reviews: Here, the very well-rated products are targeted at lower-rated competitor products.
• Shipping options: Since Prime shipping is very popular with buyers and therefore represents a competitive advantage for sellers, it makes sense to target Prime products on products without Prime shipping.
• price: Price is still one of the most important purchase criteria. Therefore, the more cheap products should be targeted at more expensive products from other providers.
• brand: It is possible to select specific brand names. This can be used by targeting branded products to comparable branded goods from other providers. In this way, potential buyers are shown equivalent product alternatives.

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