Product targeting in Amazon ads is the manual targeting option that shows your ad based on the products a shopper is looking at rather than the words they typed. You target either individual products by ASIN or whole categories, optionally refined by brand, price range, star rating and Prime eligibility, and your ad appears on matching detail pages and beside those products in search.
A manual campaign with product targeting enters auctions on detail pages and in search results where the targeted products appear, instead of on search terms. For individual products you paste ASINs. For categories you pick a browse node and can narrow it: only products from certain brands, only products priced between two figures, only products rated below a star threshold, only Prime or non-Prime offers. Each target line carries its own bid.
Worked example: a ₹899 airtight container set targets the category 'kitchen storage and containers' refined to products priced ₹500 to ₹1,200 with ratings up to 3.5 stars, at a ₹5 bid. The ad shows on hundreds of weaker listings in the seller's price band. Over a month the line takes 1,200 clicks for ₹6,000 and 84 orders, a 7% conversion rate and ₹75,516 of sales, an ACoS of 7.9%. The same set targeting the whole category without refinement converted at 3% because it also showed on premium listings where the seller looked cheap.
The search term report lists the ASINs the category line actually served on, so a refined category line doubles as a discovery tool for individual ASIN targets. Negative product targeting removes the ones that waste spend.
| Mode | Best for | Watch out for |
|---|---|---|
| Individual ASINs | Known competitors, own listings, complements | Small reach; needs regular additions |
| Category, unrefined | Launching where you have no keyword data | Shows on premium listings you cannot beat |
| Category, refined | Steady conquest within your price and rating band | Refinements too tight starve impressions |
Product targeting sits beside keyword targeting, not instead of it. Keyword campaigns capture demand that is being typed; product targeting captures shoppers who are already comparing. Most accounts run both, with product targeting at lower bids. Blooprint's guide to Amazon ads on blooprint.in covers campaign setup basics.
Flipkart PLA has two targeting modes, keyword and automatic, and no manual product or category picker; automatic campaigns place ads on product pages and browse pages that Flipkart selects. noon Sponsored Products offer product targeting in AED. Blinkit's product booster ads let a brand choose keyword or category targeting. So the Amazon idea of refining a category by price and rating is, for now, an Amazon feature.
The individual-product mode in detail, including competitor conquest.
Learn more →The category mode and its refinements.
Learn more →Step-by-step setup, bids and the reports to read.
Learn more →Filter every keyword by ACoS, CVR and spend, then change bids in bulk on Amazon India.
Learn more →It is the manual targeting mode where your ad is placed against products or categories rather than search terms. Ads show on the targeted products' detail pages and next to them in search results.
Keyword targeting matches what the shopper typed; product targeting matches what the shopper is looking at. Keyword clicks usually cost more and convert on intent; product targeting clicks cost less and convert on comparison.
Brand, price range, star rating and Prime eligibility. Refining a category to your price band and to lower-rated products is the usual way to avoid showing on listings you cannot beat.
Not as a manual option. Flipkart PLA offers keyword targeting and automatic targeting; automatic campaigns appear on product pages Flipkart chooses.
In the Sponsored Products search term report, where each ASIN the category line matched appears as a row with its own clicks, spend and orders.
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