Advertise On Amazon: Key Campaign Types And Targeting Options Explained
Targeting Options: Keywords, Product Targeting, and Audiences for Advertise on Amazon: Key Campaign Types and Targeting Options Explained
Keyword targeting on Amazon typically supports match types—broad, phrase, and exact—that influence how a search query maps to an advertised keyword. U.S. advertisers commonly use broad match to discover related search queries and then add high-performing terms as phrase or exact matches. Search-term reports supplied by Amazon’s console often help identify converting queries and negative keywords to reduce irrelevant spend. Considerations in the U.S. include seasonal search shifts and category-specific language that may affect keyword relevance.
Product targeting lets advertisers select individual ASINs, categories, brands, or price ranges to reach shoppers viewing related items. In U.S. categories with many competing listings, product targeting may be used to appear on competitor detail pages or to intercept shoppers browsing similar items. Product-targeting bids can sometimes be set relative to item price bands, and performance may reflect both bid level and how closely the targeted ASINs align with the promoted product.
Audience targeting uses shopper behavior signals such as viewed-before segments, purchase history, or interest clusters derived from Amazon’s first-party data. For U.S. advertisers, these audience segments can support remarketing campaigns aimed at users who viewed a product but did not purchase. Audience-targeted campaigns may also aid in cross-selling by reaching shoppers whose behavior indicates likely interest in complementary categories, though available segment definitions can vary over time.
Combining targeting types may allow advertisers to broaden initial reach and then refine toward high-performing segments. A common approach in the U.S. is to start with broader keyword or product-targeted campaigns to identify converting terms or ASINs, then layer audience or exact-match targeting to conserve spend on the most relevant traffic. These are considerations rather than prescriptive steps; individual results may vary by category and listing performance.