Target by ASIN, Brand, or Category: Using PAT in Sponsored Product Ads

Product Attribute Targeting (PAT) lets Amazon advertisers target specific products, brands, or categories instead of keywords. It’s ideal for:

• Capturing traffic from competitor listings
• Cross-promoting your own ASINs
• Increasing visibility on relevant product detail pages

Here’s how to set up a PAT campaign for Sponsored Products via Amazon Ads Console:

Step 1: Log in to the Amazon Ads Console

1. Go to Amazon Advertising Console
2. Select your account and marketplace
3. Click Create campaign

Step 2: Choose Campaign Type

1. Select Sponsored Products
2. Click Continue

Step 3: Campaign Settings

Fill in the basic details:

• Campaign name (e.g., PAT_T_Shirts_Brands_May25)
• Portfolio (optional)
• Start/End date: Set schedule as needed
• Daily budget: Recommend at least $10–$20/day to get meaningful data
  

Step 4: Select Targeting Type

Choose Manual Targeting

This unlocks access to Product Targeting (PAT) options

Note: Automatic targeting does not support PAT.

Step 5: Select Ad Group & Products

1. Name your ad group (e.g., Brand_Targeting)
2. Select one or more ASINs you want to advertise
   

Step 6: Choose Product Targeting

Under “Targeting”:

1. Select Product Targeting

You 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:

• Brand
• Price range
• Star rating
• Shipping options (e.g., Prime eligible)
  

Step 7: Set Bids

• Set default bids per target or adjust individually
• Start 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 to
• Helps avoid low-converting placements
  

 Step 9: Launch Your Campaign

• Review all settings
• Click Launch campaign
• Monitor in the Seller Central Advertising dashboard
  

Post-Launch: What to Monitor

• Click-Through Rate (CTR): High CTR = relevant targeting
• ACoS: Track performance vs. your Target ACoS
• Placement Reports: Identify where ads are showing and what’s converting
• Search 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 Tips

• Competitor 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.