Product targeting in Amazon PPC shows your Sponsored Products ad on specific product pages and in related searches for the ASINs or categories you choose, instead of on keywords. You can target individual competitor ASINs, your own ASINs, or a whole category narrowed by brand, price, rating and Prime eligibility. It is the main way to take shoppers from a competitor's page.
Mostly on product pages: in the sponsored rows below the buy box and among related products on the ASIN you target. Amazon's help page notes product-targeted ads can also show in search results when a shopper searches for the targeted product. The shopper is already looking at something similar, so your ad is a comparison: same need, different brand, price or rating.
That makes product targeting a matter of choosing fights you can win. A listing with more reviews, a better rating or a lower price than the target converts on its page; one without converts badly whatever the bid.
Target your own product pages to fill the sponsored slots with your range instead of competitors. It is cheap and defends sales you already have.
Lower rating, fewer reviews, higher price or out of stock often. Their shoppers have a reason to switch.
A phone case on the phone's page. Auto campaigns do this through the complements match group; manual ASIN targeting does it deliberately.
Auto campaigns report ASINs as search terms (they start with B0). Those with orders are proven targets.
Category targeting shows the ad across a whole category, which is broad. Refinements narrow it: brand, price range, star rating and Prime shipping. A useful pattern is a category with a price range just above yours and a rating below yours, so your ad appears where you look like the better deal. Start with a low bid; category targets spend fast and convert unevenly, and the ASINs that do convert can be moved into ASIN targeting.
Category targeting is also how you find ASINs you would not have thought to target. After two weeks, the search term report for a category campaign lists the product pages where your ad got clicks and orders. Those become ASIN targets with their own bids, and the category campaign carries on at a low bid as a discovery layer, the same way an auto campaign feeds a manual one.
Product-page placements usually cost less per click than top of search and convert less, so product-targeting campaigns tend to have lower CPC and similar or higher ACoS than keyword campaigns. There is no published India benchmark we could verify for product targeting specifically; judge each target on its own ACoS after two weeks. A YouTube tutorial on product targeting with over 10,000 views shows the interest is there, and most Indian sellers still under-use it.
Set the bid from the bid calculator using your conversion rate on product pages, which the placement report shows, not your overall rate.
BlooprintAI builds product-targeting campaigns for Amazon India from one CSV, with ASIN lists and bids per target, and shows every product target with CPC, orders and ACoS in one table alongside keywords. Filter targets above your ACoS ceiling and lower their bids or pause them in one action after a summary. It does not pick competitor ASINs for you.
Build Amazon SP, SB and SD campaigns from one CSV instead of one at a time in the console.
Learn more →Turn target ACoS, price and conversion rate into a starting bid in ₹.
Learn more →Which to run first, how to harvest search terms and when to move them.
Learn more →Retargeting, audiences, placements and the cost-control settings that matter.
Learn more →A way to show your Sponsored Products ad on specific product pages or across a category, chosen by ASIN or category, instead of on keyword searches.
Start with your own search term report: auto campaigns list ASINs that produced clicks and orders. Add competitors with weaker ratings, fewer reviews or higher prices, and your own product pages.
Excluding specific ASINs or brands from a campaign so your ad does not show on them. Use it for products that take clicks and never convert.
Usually lower CPC, because product-page placements cost less than top of search, but also lower conversion. Judge by ACoS per target, not CPC.
Yes. It builds ASIN and category targeting campaigns from a CSV and lets you change bids on targets in bulk after a summary.
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