Advertisers can now access expanded product targeting for Sponsored Products through the advertising console and Amazon Ads API. Expanded product targeting allows advertisers to target their preferred products and to reach related products at the same time with one click. For example, if the individual product target is a coffee maker, enabling expanded targeting may include targeting of substitute products like other coffee makers, complementary products like coffee filters or coffee beans, and other items that are frequently viewed and purchased along with the coffee maker. To use expanded product targeting, just make sure that the expanded box is selected while adding product targets, and click the “add” button for the targets with a type of expanded.
Why is it important?
Expanded product targeting enables advertisers to automatically target products similar to their individual product target. Expanded product targeting allows advertisers to target their preferred products and to reach related products at the same time with one click. The expanded products are updated dynamically and are chosen to provide performance similar to the individual product target. Using expanded product targeting will help advertisers discover additional product targets and benefit from an ever-changing view of the landscape. Since shoppers interact with these related items together, targeting them together can help to potentially engage shoppers more deeply during their shopping journey. Expanded product targeting can help advertisers achieve their objectives without constant curation of product targets, which aims to simplify campaign management and optimization.
Here's an example of expanded product targeting
The above shows the option to add expanded product targets within product targeting
Where do I access it?
- Advertising console
- Amazon Ads API
Who can use it?
- Advertising console and API users
Where is it available?
For full technical details, please see our Sponsored Products documentation link to product targeting in the advanced tools centre including the updated documentation to reflect the targeting predicate for creating expanded product targets.
You spoke, we listened
This launch or feature update is as a result of advertiser driven feedback