Sponsored Products
Keyword- and ASIN-targeted ads for a single product, shown inside search results and on competitor detail pages.
Why it matters
Sponsored Products is where the large majority of Amazon ad spend goes, and rightly so, it places a single ASIN directly in the results a shopper is already scanning, at the moment of purchase intent.
In practice
Campaigns come in automatic and manual forms. Automatic campaigns let Amazon choose targets and are best used as a research tool: run one, harvest the search terms that convert, then promote those into manual campaigns with deliberate bids. Manual campaigns give you exact, phrase and broad match control plus product targeting.
A workable structure is a small automatic discovery campaign, a manual exact campaign for proven converters, and a separate campaign for defensive targeting on your own detail pages.
Related terms
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