Product Targeting Sub-Types (Refined, High-Volume ASIN, Missing-Feature ASIN, Self-Targeting)

Beyond the basic category vs. individual-ASIN split, individual-ASIN product targeting campaigns can be built around four distinct sub-strategies:

Refined — target competitor ASINs filtered to those that are lower-rated and/or priced higher than the advertiser's own listing, so the ad's comparative position is favorable.
High-volume ASIN — target the competitor products with the largest sales volume in the niche, regardless of rating or price, to intercept their existing demand.
Missing-feature ASIN — target competitor ASINs that lack a feature the advertiser's product has, so the ad's differentiation does the selling.
Self-targeting — target the advertiser's own ASIN; see Self-Targeting Instant Retargeting Hack (Product Targeting) for the specific retargeting/expanded-match mechanics.

Even though these are product targeting campaigns (bidding on ASINs, not keywords), placements can still surface in Amazon search results, not just on competitor product pages — though in practice most resulting sales still land on the targeted product's own page.

High-Volume ASIN and Self-Targeting Detail

High-volume ASIN targeting: build a product-targeting ad group against the top-ranked, highest-volume competing ASINs for the product's main keyword as exact targets; expect resulting sales to concentrate on those competitors' own product pages even though the ads can also surface in search.

Self-targeting detail (STP — self-targeted product placement): target your own ASIN using 'expanded' matching instead of 'exact.' Expanded matching prompts Amazon to surface similar competitor ASINs as actual ad placements, functioning as a discovery mechanism for long-tail competitor targets that manual keyword or product research wouldn't surface — sales spread thinly across many low-click targets found this way.

Из тем: PPC Campaign Structure & Bidding