Seamlessly reach relevant audiences with enhanced targeting capabilities from Amazon Ads

What launched?

Amazon Ads has introduced enhanced targeting capabilities by launching two new targeting tactics for Display, Video, Audio campaigns; Product and In-market categories. These new tactics leverage AI-powered multi-signal intelligence to autonomously combine behavioral and contextual signals, streamlining campaign setup and eliminating the need to create multiple line items for different targeting approaches.

Product targeting enables advertisers to reach shoppers in-market for specific products by leveraging Amazon’s proprietary shopping signals to connect with audiences interested in complementary products, or who have viewed or searched for specific products. In-market categories unifies multiple audience signals to help advertisers effectively reach customers who are most likely to make a purchase within a selected category. Together with Keyword targeting (GA November 2025), these three audience targeting tactics are simplifying how advertisers connect with relevant audiences across the open internet through improved search functionality and AI-powered optimization.

Multi-signal controls now available in the Targeting card at the line-item level for Amazon Ads Display, Video, Audio campaigns

In-market categories experience. User can check the “Only use contextual signals” checkbox if they would like to only run contextual targeting.

Complements within Product helps advertisers identify customers who are in-market for products that are most frequently co-purchased with the advertised product. In-market helps advertisers reach shoppers who have suggested an interest in the product but have not made a purchase yet. Product exclusions allow advertisers to prevent their ads from showing on specific products

Why is it important?

By leveraging Amazon's proprietary shopping and search signals through AI-powered optimization, advertisers can reach high-intent audiences—whether they're shopping for specific products, browsing relevant categories, or engaging with related content— all while maintaining control over their targeting strategy. These enhanced targeting capabilities eliminate the need to create multiple line items and manually combine different targeting approaches.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
• Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait
• Asia Pacific: Australia, India, Japan, China, New Zealand, Singapore

Who can use it?

• Self-Service advertisers

Where do I access it?

• Amazon Display, Video, Audio campaigns
• Amazon Ads API
• Bulk Tool Spreadsheet (in-market categories only)

API Details:

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