Product Attribute Targeting : Guide to Boost Sales on Amazon

Selling on Amazon can be competitive, but using product attribute targeting can help your listings stand out and increase sales. This guide will show you how to effectively use this feature to attract more customers and boost your sales.

product attribute targeting

What is Amazon Product Attribute Targeting?

Amazon product attribute targeting allows you to show your ads to customers based on specific features they are looking for. This means you can reach people who are interested in products similar to yours. For example, if you sell running shoes, you can target customers who have searched for or bought items like:

  • Athletic wear
  • Fitness trackers
  • Running socks
  • Sports drinks

By targeting these related products, you increase the chance of attracting interested buyers.

Benefits of Product Attribute Targeting

Reach More Customers:

By targeting specific product attributes, you can show your listings to more potential customers who are searching for those features. For instance, if you sell a waterproof watch, targeting terms like “waterproof” and “outdoor watch” can help your product reach a wider audience.

Increase Conversion Rates

Customers are more likely to buy when they see products that match their search criteria. By targeting relevant attributes, you ensure that your product appears to those with a high intent to purchase, boosting your conversion rates.

Improve Rankings

When your listings match what customers are searching for, Amazon ranks them higher in search results. This means more visibility and traffic for your products.

Gain Insights

Targeting specific attributes also helps you understand what customers are interested in. This information can guide your product development and marketing strategies.

How to Choose the Right Product Attributes

Look at Your Product Category

Identify the common attributes used in your product category. For example, in the electronics category, attributes like brand, model, and features (e.g., battery life) are important. Focus on 3-5 key attributes that best describe your products.

Understand Your Customers

Think about what attributes matter most to your customers. If you sell kitchen appliances, customers might care about brand, size, and specific features like “self-cleaning” or “energy-efficient.”

Check Competitor Listings

See what attributes your competitors highlight in their listings. Use these attributes as a starting point for your targeting strategy.

Analyze Sales Data

Look at your sales data to find patterns. If certain attributes correlate with higher sales, prioritize those in your targeting strategy.

Best Practices for Product Attribute Targeting

Identify Best-Selling Products

Focus on your top-selling products and identify their key attributes. Use these attributes in your targeting to attract more buyers.

 Research Customer Feedback

Check reviews and questions on your product listings to see which attributes customers frequently mention. Use these insights to refine your targeting.

Choose High-Search Attributes

Use keyword research tools to find out which attributes are most searched for in your category. Targeting these can increase your product’s visibility.

Test and Optimize

Regularly test different attributes to see which ones perform best. Adjust your strategy based on the results to continuously improve your targeting.

Setting Up a Product Targeting Campaign on Amazon

 Select Your Targeting Type

You can choose automatic or manual targeting. Automatic targeting uses Amazon’s algorithm to show your ads, while manual targeting gives you full control. Start with automatic targeting and switch to manual as you gain experience.

 Set Campaign Details

Name your campaign and set a daily budget, starting with at least $25. Choose whether to run your campaign continuously or for a set period.

Choose Your Products

Add the products you want to target. Focus on a small group of related products to start with.

Review and Launch

Amazon will suggest keywords and audiences for your campaign. Review and adjust these as needed, then launch your campaign.

Monitor and Optimize

Regularly check your campaign’s performance and make adjustments to improve results. This might include changing keywords, targeting, or budget.

Optimizing Your Product Targeting Ads

 Use Relevant Keywords

Select keywords that accurately describe your product. Include category, features, brand, and specific terms customers might search for.

Optimize Copy and Images

Use clear, engaging copy and high-quality images. Highlight key features and benefits of your product.

Choose Relevant Targets

Target specific products, brands, or categories that are closely related to your product. This ensures your ads reach the most relevant audience.

Monitor and Adjust

Regularly review your ad performance and make changes to improve click-through and conversion rates.

Using Negative Product Targeting

Negative product targeting lets you exclude certain products from appearing with your ads. This helps focus customer attention on your products.

 How to Set Up Negative Targeting:

  1. Firstly, go to Advertising > Negative Product Targeting in Seller Central.
  2. Secondly, create a targeting rule and select the products to exclude by ASIN, UPC, or keyword.
  3. Thirdly, choose categories and subcategories to apply the rule.
  4. Finally, name and save your rule.

Regularly review and adjust your negative targeting to ensure it continues to meet your goals.


Using Amazon product attribute targeting can significantly boost your sales. By focusing on key product attributes, you can attract more customers, increase conversions, and improve your rankings. Regularly monitor and optimize your targeting strategy to achieve the best results. Moreover, With the right approach, your products will stand out and sell more on Amazon. If you want any assistance in getting sales on your Amazon Account, Feel free to contact our team of professionals now.

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