Targeting

Targeting describes the deliberate alignment of advertisements with specific audiences or contexts. In Amazon Ads, targeting determines when and where your ads are shown.

Precise targeting is decisive for the success of advertising campaigns, because it minimizes wasted spend and reaches relevant customers.

• Automatic targeting: Amazon selects keywords for you automatically.
• Manual keyword targeting: You choose the keywords yourself.
• Product targeting: Ads on specific product pages.
• Audience targeting: Based on shopping behavior (Sponsored Display).

With keyword targeting, ads are served based on search queries. How closely a query has to match is controlled by match types (broad, phrase, exact).

Negative keywords help you exclude irrelevant search queries and spend your budget efficiently.

Product targeting places ads on the product detail pages of specific ASINs, categories, or brands. It is ideal for winning over customers from competitor products.