Negative product targeting is an Amazon Ads setting that stops your ad from appearing on the detail pages of specific ASINs or on products of specific brands. It is the product-page counterpart of a negative keyword, and it is used in auto campaigns and in product targeting campaigns to block pages that take clicks without converting.
In an auto campaign, the substitutes and complements groups place your ad on other products' pages; in a manual category targeting campaign, the ad can appear on any product page in the category. The search term report lists those pages as ASINs. Negative product targeting lets you add ASINs, or a brand, to an exclusion list so Amazon stops entering your ad in auctions on those pages.
Worked example: a ₹1,299 steel bottle in an auto campaign shows three ASINs in the search term report, all rival bottles priced at ₹399 to ₹499. Together they took 180 clicks for ₹1,350 in two weeks with no orders, because shoppers on a ₹449 page rarely switch to a ₹1,299 one. Adding the three ASINs as negative product targets removes that ₹1,350 of waste and leaves the substitute ASINs that do convert.
Negative product targeting is set at the ad group level in the targeting section, alongside negative keywords.
Product-page placements are cheap per click and easy to overlook, because they do not appear in keyword views. An auto campaign can spend a large share of its budget on rival pages without the seller noticing, and the only way to stop specific pages is a negative product target.
It also protects your own catalogue. Some sellers do not want their ads on their own detail pages, where the shopper is already buying from them; others want exactly that as a defence. Negative product targeting is how you choose.
The auto groups that put your ad on other product pages.
Learn more →The keyword equivalent for search terms.
Learn more →Find search terms with spend and no orders, review them, and upload negatives in bulk.
Learn more →Filter every keyword and target by ACoS, CVR and spend, then change bids in bulk on Amazon India.
Learn more →It means excluding specific ASINs or brands so your Amazon ad does not appear on their product pages. It works like a negative keyword, but for product-page placements.
In the ad group's targeting settings, under negative product targeting, by ASIN or by brand. It is available in auto campaigns and in manual product targeting campaigns.
Download the search term report and look for rows where the search term is an ASIN. Those are product-page placements; sort by spend and exclude those with clicks and no orders.
It depends. Ads on your own pages can defend them from competitors' ads, but they also spend money on a shopper who was already on your listing. Test both and compare cost per order.
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