Amazon Ads Targeting, Explained [Infographic]

Introduction to Amazon Ads Targeting

You’re advertising on Amazon, and you want to start using Amazon ads targeting. However, Amazon is constantly changing their available targeting options, making it difficult to understand the different targeting choices.

You probably have some questions like:

  • “What is Amazon product targeting?”
  • “What is Amazon keyword targeting?”
  • “What’s the difference between the two?”

That’s why we made this up-to-date, all-in-one guide: Amazon Ads Targeting, Explained. Check out the infographic below:

What’s the difference between Amazon product targeting and Amazon keyword targeting?

Product targeting on Amazon allows you to target product categories and individual products, while keyword targeting lets you target keywords.

For example, with product targeting you could target electronics, or a specific product like headphones. With keyword targeting, you could target term “bluetooth headphones”.

What is Amazon product targeting?

Amazon product targeting lets you target product categories and individual products in 3 placements:

All of these placements let you refine targeting by brand, review ratings, and price. However, only Display campaigns let you refine by Prime eligibility.

What is Amazon keyword targeting?

Amazon keyword targeting lets you target specific keywords in 2 placements: Sponsored Products and Sponsored Brands.

If you advertise on Google Shopping, you can pull successful keywords from your Google Shopping campaigns to use on Amazon (and vice-versa).

Get Started Advertising on Amazon (More Resources to Help You Out)

We hope this quick, visual guide helped you get started using Amazon ads targeting! Here are some more resources to help you get started on Amazon:

Amazon Bidding Guide:  learn the basics of bidding on Amazon, and explore the difference between dynamic and fixed bidding — to find out which is right for you.

Amazon Campaign Types Guide: One of the first decisions you will have to make is which Amazon Advertising campaign type will you use: automatic or manual campaigns. Find out which is best for you.

Amazon Attribution Models Guide: If you want to accurately track sales on Amazon, you’ll need to understand Amazon attribution windows and how credit for sales is assigned to ads.

Want help getting started? Reach out to speak to an analyst today about moving your business to Amazon.


Sydney is a Marketing Specialist at Omnitail. She has a Bachelor of Fine Arts with a concentration in Graphic Design from George Mason University. Sydney enjoys working on a variety of design projects and and staying up to date with digital marketing trends.

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