Target by ASIN, Brand, or Category: Using PAT in Sponsored Product Ads Estimated reading: 3 minutes Product Attribute Targeting (PAT) lets Amazon advertisers target specific products, brands, or categories instead of keywords. It’s ideal for:Capturing traffic from competitor listingsCross-promoting your own ASINsIncreasing visibility on relevant product detail pagesHere’s how to set up a PAT campaign for Sponsored Products via Amazon Ads Console:Step 1: Log in to the Amazon Ads ConsoleGo to Amazon Advertising ConsoleSelect your account and marketplaceClick Create campaignStep 2: Choose Campaign TypeSelect Sponsored ProductsClick ContinueStep 3: Campaign SettingsFill in the basic details:Campaign name (e.g., PAT_T_Shirts_Brands_May25)Portfolio (optional)Start/End date: Set schedule as neededDaily budget: Recommend at least $10–$20/day to get meaningful data Step 4: Select Targeting TypeChoose Manual TargetingThis unlocks access to Product Targeting (PAT) optionsNote: Automatic targeting does not support PAT. Step 5: Select Ad Group & ProductsName your ad group (e.g., Brand_Targeting)Select one or more ASINs you want to advertise Step 6: Choose Product TargetingUnder “Targeting”:Select Product TargetingYou can now choose between:Categories – Target entire product categories with optional refinements (brand, price, star rating, etc.)Individual Products – Manually select specific ASINs (competitor or your own listings)Use the “Refine” option to narrow down categories by:BrandPrice rangeStar ratingShipping options (e.g., Prime eligible) Step 7: Set BidsSet default bids per target or adjust individuallyStart with competitive bids (Amazon often suggests a range)Choose a bidding strategy:• Dynamic bids – down only (recommended for conservative control)• Fixed bids (recommended for steady performance testing)Step 8: Add Negative Targeting (Optional but Recommended)To reduce wasted spend:Add negative ASINs or brands you don’t want to appear next toHelps avoid low-converting placements Step 9: Launch Your CampaignReview all settingsClick Launch campaignMonitor in the Seller Central Advertising dashboard Post-Launch: What to MonitorClick-Through Rate (CTR): High CTR = relevant targetingACoS: Track performance vs. your Target ACoSPlacement Reports: Identify where ads are showing and what’s convertingSearch Term Reports: Find out the targets (ASINs or categories) that generated clicks and conversions(It’s important to note that PAT, you’re targeting ASINs and not keywords. So “search term” might be slightly misleading without clarification.)Pro TipsCompetitor Targeting: Target ASINs with higher prices and weaker reviews.Defensive Targeting: Target your own ASINs to block competitors from poaching traffic.Category Targeting: Use multiple refinements to ensure your ads appear only on relevant listings.