The Four Pillars of Amazon Targeting Ads
Amazon targeting ads use the Amazon Demand Side Platform (DSP) to place ads in front of highly specific audiences based on their shopping behaviors, searches, and interests. Unlike Amazon’s Sponsored Listings, which promote products directly in Amazon’s marketplace, DSP ads allow businesses—including those that don’t sell on Amazon—to target consumers across a broader digital network.
1. Amazon Behavioral Targeting
This strategy delivers ads based on users' Amazon purchase history, searches, and browsing behavior. Businesses can target consumers in thousands of categories, from recent movers to luxury shoppers, pet owners, and even those watching specific content on Amazon Prime Video.
2. Amazon Product Targeting
With product targeting, businesses can reach users who have interacted with specific products on Amazon. Each product has an Amazon Standard Identification Number (ASIN), and we at Navigate Marketing can build custom audiences based on product searches, views, and purchases.
For example:
Targeting new parents: Ads can reach users who have browsed baby car seats, diapers, or parenting books.
Reaching wedding planners: Target users who have searched for wedding invitations, decorations, or gifts.
Engaging college students: Advertise dorm room essentials like mini-fridges, textbooks, or decor.
3. Amazon Custom Audience Matching & Lookalike Audiences
This advanced targeting option matches a business’s customer email or mailing list with Amazon users to serve highly personalized ads. Additionally, a Lookalike Audience can be generated to find new users with similar behaviors and interests. To leverage this, businesses need at least 10,000 customer records for an effective match rate of 30-50%.
4. Amazon Retargeting
Ever wondered how ads seem to follow you after visiting a website? Amazon Retargeting does just that—tracking users who leave your site and display your ads across Amazon properties and its extensive partner network. By installing an Amazon pixel on your website, businesses can capture visitors and re-engage them with strategic display or video ads.
Where Do Amazon Ads Appear?
Amazon DSP ads can be placed across:
Amazon.com (display ads only)
Amazon Prime Video & Fire TV
IMDb & IMDb TV
ComScore 100 publishers & 5,000+ premium sites
Why Choose Navigate Marketing for Amazon Advertising?
Amazon advertising typically requires a significant budget, but we make it accessible without the high cost. Our team provides expert media planning, campaign optimization, and in-depth reporting to ensure your business gets the most out of Amazon’s powerful advertising capabilities.
Get Started with Amazon Targeting Ads
If you’re looking to expand beyond Google and Facebook, Amazon targeting ads could be the game-changer your business needs. Whether it’s behavioral targeting, product-based audiences, or custom list matching, Navigate Marketing offers cutting-edge solutions to help you reach the right customers at the right time.
Want to see how Amazon advertising can work for your business
Schedule a consultation with us today!
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