Should I run ASIN targeting on competitor listings?
Yes for defensive and conquest campaigns. Sponsored Products ASIN targeting on your own catalog defends your detail pages. Targeting competitor ASINs works best when your product has a clear differentiator (price, rating, bundle) that shows up in the sponsored slot.
Jul 26, 2026 · 3 min read
Where ASIN targeting wins
Own-brand targeting: cross-sell across your catalog on your own detail pages. Category targeting: sub-category with refinements to keep it relevant. Competitor targeting: pick weaker-rated or higher-priced competitors where your card wins the comparison.
Where it burns money
Broad category targeting with no refinements. Competitor targeting against category leaders with better reviews. Always start with a small budget and 2 weeks of data before scaling.
Frequently asked questions
Is ASIN targeting the same as product targeting?
Yes, in Amazon's UI they are the same feature.
Can competitors block me from targeting them?
No. Any brand-registered or non-restricted ASIN can be targeted.
Should I target complements or competitors?
Both, in separate campaigns so you can budget them differently.
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