Amazon Product Targeting And Auto Targeting

Marin supports various targeting options for Amazon campaigns that can help you reach new customers. These include Product Targeting and Auto Targeting.

In this article, we'll explain what these targeting features are and how to use them in Marin. 

Product Targeting

Product Targeting provides you with the ability to conquest competitors' products, promote alternative products in your own catalog, or cross-sell by targeting complementary products.

To do this, you can target:

  • Products directly by using their ASINs
  • Competitor or related products
  • Your own products
  • Categories only
  • Categories with refinements like Brand, Price, Rating, Prime Shipping, etc.

Auto Targeting

With Auto Targeting, you don't need to worry about managing target options. Instead, you can let Amazon take care of it on your behalf using its internal logic.

At present, Amazon manages four types of Auto Targets:

  • Loose match
  • Close match
  • Complements
  • Substitutes

Types Of Targeting

Amazon Sponsored Products campaigns come in two types:

  • Manual Targeting - These types of campaigns can have groups containing keywords, product targets, or a mix of both (i.e. a few groups with keywords and a few groups with product targets). 
  • Auto Targeting - These types of campaigns and their associated groups have no keywords. Groups have pre-defined Auto Targets, visible in the same grid as Product Targets. (Details about these pre-defined Auto Targets are listed in the Auto Targeting section above.)

Due to the nature of Auto Targeting campaigns, Marin will not bring in keywords associated with these campaigns. 

Support For Product Targeting And Auto Targeting

At the moment, Marin offers the following support for Product Targeting and Auto Targeting:

  • Linking
  • Manual Sync / Hard Sync
  • Nightly Automated Sync
  • Reporting
  • Bidding

In a future update, we will add support for creation and editing of targets within Marin via bulk and multi-edit.

Viewing Amazon Targets In The Grid

Once enabled for your account, you can view your Amazon targets in the grid by navigating to Accounts > Products > Groups & Targets.

If you use them, this grid is also shared with Google and Microsoft product groups. To refine your view to show only Amazon targets, simply use the grid filters.


Written by Marketing @ Marin Software

Last published at: December 6th, 2023