{"id":8505,"date":"2025-05-23T06:17:36","date_gmt":"2025-05-23T06:17:36","guid":{"rendered":"https:\/\/www.sellerapp.com\/help\/?post_type=docs&#038;p=8505"},"modified":"2025-11-12T05:40:19","modified_gmt":"2025-11-12T05:40:19","slug":"product-attribute-targeting","status":"publish","type":"docs","link":"https:\/\/www.sellerapp.com\/help\/article\/product-attribute-targeting\/","title":{"rendered":"Target by ASIN, Brand, or Category: Using PAT in Sponsored Product Ads"},"content":{"rendered":"<p><b>Product Attribute Targeting (PAT)<\/b><span style=\"font-weight: 400;\"> lets Amazon advertisers target <\/span><b>specific products, brands, or categories<\/b><span style=\"font-weight: 400;\"> instead of keywords. It\u2019s ideal for:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Capturing traffic from competitor listings<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Cross-promoting your own ASINs<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increasing visibility on relevant product detail pages<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Here\u2019s how to set up a <\/span><b>PAT campaign<\/b><span style=\"font-weight: 400;\"> for Sponsored Products via Amazon Ads Console:<\/span><\/p>\n<p><b>Step 1: Log in to the Amazon Ads Console<\/b><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Go to<\/span> <span style=\"font-weight: 400;\">Amazon Advertising Console<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Select your account and marketplace<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Click <\/span><b>Create campaign<\/b><\/li>\n<\/ol>\n<p><b>Step 2: Choose Campaign Type<\/b><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Select <\/span><b>Sponsored Products<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Click <b>Continue<\/b><\/li>\n<\/ol>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-8506\" src=\"https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image19.png\" alt=\"choose campaign type\" width=\"1999\" height=\"1123\" srcset=\"https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image19.png 1999w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image19-300x169.png 300w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image19-1024x575.png 1024w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image19-768x431.png 768w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image19-270x152.png 270w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image19-1536x863.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\" \/><\/p>\n<p><b>Step 3: Campaign Settings<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Fill in the basic details:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Campaign name<\/b><span style=\"font-weight: 400;\"> (e.g., <\/span><i><span style=\"font-weight: 400;\">PAT_T_Shirts_Brands_May25<\/span><\/i><span style=\"font-weight: 400;\">)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Portfolio<\/b><span style=\"font-weight: 400;\"> (optional)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Start\/End date<\/b><span style=\"font-weight: 400;\">: Set schedule as needed<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Daily budget<\/b><span style=\"font-weight: 400;\">: Recommend at least <\/span><b>$10\u2013$20\/day<\/b><span style=\"font-weight: 400;\"> to get meaningful data<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-8507\" src=\"https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image6.png\" alt=\"new campaign\" width=\"1999\" height=\"1138\" srcset=\"https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image6.png 1999w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image6-300x171.png 300w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image6-1024x583.png 1024w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image6-768x437.png 768w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image6-1536x874.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\" \/><\/p>\n<p><b>Step 4: Select Targeting Type<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Choose <\/span><b>Manual Targeting<\/b><\/p>\n<p><span style=\"font-weight: 400;\">This unlocks access to <\/span><b>Product Targeting (PAT)<\/b><span style=\"font-weight: 400;\"> options<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Note: Automatic targeting does not support PAT.<\/span><\/i><i><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/i><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-8508\" src=\"https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image60.png\" alt=\"targeting types\" width=\"1999\" height=\"941\" srcset=\"https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image60.png 1999w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image60-300x141.png 300w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image60-1024x482.png 1024w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image60-768x362.png 768w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image60-1536x723.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\" \/><\/p>\n<p><b>Step 5: Select Ad Group &amp; Products<\/b><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Name your ad group (e.g., <\/span><i><span style=\"font-weight: 400;\">Brand_Targeting<\/span><\/i><span style=\"font-weight: 400;\">)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Select one or more <\/span><b>ASINs<\/b><span style=\"font-weight: 400;\"> you want to advertise<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ol>\n<p><b>Step 6: Choose Product Targeting<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Under &#8220;Targeting&#8221;:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Select <\/span><b>Product Targeting<\/b><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">You can now choose between:<\/span><\/p>\n<ul>\n<li><b>Categories<\/b><span style=\"font-weight: 400;\"> \u2013 Target entire product categories with optional refinements (brand, price, star rating, etc.)<\/span><\/li>\n<li><b>Individual Products<\/b><span style=\"font-weight: 400;\"> \u2013 Manually select specific ASINs (competitor or your own listings)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Use the <\/span><b>\u201cRefine\u201d<\/b><span style=\"font-weight: 400;\"> option to narrow down categories by:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Brand<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Price range<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Star rating<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Shipping options (e.g., Prime eligible)<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-8509\" src=\"https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image17.png\" alt=\"Product Targeting\" width=\"1999\" height=\"1161\" srcset=\"https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image17.png 1999w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image17-300x174.png 300w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image17-1024x595.png 1024w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image17-768x446.png 768w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image17-1536x892.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-8510\" src=\"https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image57.png\" alt=\"Choose Product Targeting\" width=\"1999\" height=\"1120\" srcset=\"https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image57.png 1999w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image57-300x168.png 300w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image57-1024x574.png 1024w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image57-768x430.png 768w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image57-270x152.png 270w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image57-1536x861.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\" \/><\/p>\n<p><b>Step 7: Set Bids<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Set <\/span><b>default bids<\/b><span style=\"font-weight: 400;\"> per target or adjust individually<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Start with competitive bids (Amazon often suggests a range)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Choose a bidding strategy:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u2022 Dynamic bids \u2013 down only (recommended for conservative control)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u2022 Fixed bids (recommended for steady performance testing)<\/span><\/li>\n<\/ul>\n<p><b>Step 8: Add Negative Targeting (Optional but Recommended)<\/b><\/p>\n<p><span style=\"font-weight: 400;\">To reduce wasted spend:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Add <\/span><b>negative ASINs<\/b><span style=\"font-weight: 400;\"> or <\/span><b>brands<\/b><span style=\"font-weight: 400;\"> you don\u2019t want to appear next to<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Helps avoid low-converting placements<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-8511\" src=\"https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image25.png\" alt=\"campaign bidding strategy\" width=\"1999\" height=\"1142\" srcset=\"https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image25.png 1999w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image25-300x171.png 300w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image25-1024x585.png 1024w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image25-768x439.png 768w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image25-1536x877.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\" \/><\/p>\n<p><b>\u00a0Step 9: Launch Your Campaign<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Review all settings<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Click <\/span><b>Launch campaign<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Monitor in the Seller Central Advertising dashboard<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-8512\" src=\"https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image2.png\" alt=\"sample campaign\" width=\"1999\" height=\"1137\" srcset=\"https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image2.png 1999w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image2-300x171.png 300w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image2-1024x582.png 1024w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image2-768x437.png 768w, https:\/\/www.sellerapp.com\/help\/wp-content\/uploads\/2025\/05\/image2-1536x874.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\" \/><\/p>\n<p><b>Post-Launch: What to Monitor<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Click-Through Rate (CTR)<\/b><span style=\"font-weight: 400;\">: High CTR = relevant targeting<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>ACoS<\/b><span style=\"font-weight: 400;\">: Track performance vs. your <\/span><b>Target ACoS<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Placement Reports<\/b><span style=\"font-weight: 400;\">: Identify where ads are showing and what\u2019s converting<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b><a href=\"https:\/\/www.sellerapp.com\/blog\/amazon-search-terms-report\/\">Search Term Reports<\/a>:<\/b><span style=\"font-weight: 400;\"> Find out the targets (ASINs or categories) that generated clicks and conversions<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">(It\u2019s important to note that PAT, you\u2019re targeting ASINs and not keywords. So \u201csearch term\u201d might be slightly misleading without clarification.)<\/span><\/p>\n<p><b>Pro Tips<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Competitor Targeting<\/b><span style=\"font-weight: 400;\">: Target ASINs with higher prices and weaker reviews.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Defensive Targeting<\/b><span style=\"font-weight: 400;\">: Target your own ASINs to block competitors from poaching traffic.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Category Targeting<\/b><span style=\"font-weight: 400;\">: Use multiple refinements to ensure your ads appear only on relevant listings.<\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Product Attribute Targeting (PAT) lets Amazon advertisers target specific products, brands, or categories instead of keywords. It\u2019s ideal for: Capturing traffic from competitor listings Cross-promoting your own ASINs Increasing visibility on relevant product detail pages Here\u2019s how to set up a PAT campaign for Sponsored Products via Amazon Ads Console: Step 1: Log in to [&hellip;]<\/p>\n","protected":false},"author":1982,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"","doc_tag":[],"doc_category":[300],"class_list":["post-8505","docs","type-docs","status-publish","hentry","doc_category-advertising","no-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sellerapp.com\/help\/wp-json\/wp\/v2\/docs\/8505","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sellerapp.com\/help\/wp-json\/wp\/v2\/docs"}],"about":[{"href":"https:\/\/www.sellerapp.com\/help\/wp-json\/wp\/v2\/types\/docs"}],"author":[{"embeddable":true,"href":"https:\/\/www.sellerapp.com\/help\/wp-json\/wp\/v2\/users\/1982"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sellerapp.com\/help\/wp-json\/wp\/v2\/comments?post=8505"}],"version-history":[{"count":4,"href":"https:\/\/www.sellerapp.com\/help\/wp-json\/wp\/v2\/docs\/8505\/revisions"}],"predecessor-version":[{"id":8851,"href":"https:\/\/www.sellerapp.com\/help\/wp-json\/wp\/v2\/docs\/8505\/revisions\/8851"}],"wp:attachment":[{"href":"https:\/\/www.sellerapp.com\/help\/wp-json\/wp\/v2\/media?parent=8505"}],"wp:term":[{"taxonomy":"doc_tag","embeddable":true,"href":"https:\/\/www.sellerapp.com\/help\/wp-json\/wp\/v2\/doc_tag?post=8505"},{"taxonomy":"doc_category","embeddable":true,"href":"https:\/\/www.sellerapp.com\/help\/wp-json\/wp\/v2\/doc_category?post=8505"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}