Launching new products on Amazon's crowded marketplace has long been a challenge for sellers, who often struggle to gain visibility amid millions of competing listings. Amazon Advertising has recently unveiled two significant updates designed to help sellers overcome these hurdles: preset ad campaigns for new products and expanded product targeting capabilities.
Preset Ad Campaigns: A Solution for New Product Launches
For brands introducing new products, the lack of historical data has traditionally made advertising campaigns difficult to optimize. Sellers frequently face challenges in setting budgets, bids, and selecting keywords—often resulting in inefficient ad spending and missed market opportunities.
Amazon's new "preset ad campaigns" feature aims to solve this problem by automatically generating campaign settings based on historical data from similar products. When creating an ad for a new product, the system will analyze comparable listings and populate campaign parameters accordingly, including estimated click-through and conversion predictions.
For example, a seller launching a red crewneck men's T-shirt with no prior advertising data can use this feature to automatically generate keyword selections, budget recommendations, and bidding strategies based on successful campaigns for similar products.
How to Use Preset Ad Campaigns
- Opportunity Cards: When creating a campaign, sellers will see opportunity cards listing up to 10 eligible new products (those launched within the past 90 days).
- Campaign Details: Clicking "View Campaign" followed by "Show Campaign Details" reveals the specific settings for each campaign.
- Setting Explanations: Information icons next to daily budget, bidding strategy, and targeting settings explain how each parameter was generated based on comparable products' historical performance.
Expanded Product Targeting: Capturing Relevant Traffic
Amazon's second major update introduces "expanded product targeting," which helps sellers reach customers interested in similar products. The feature analyzes customer behavior—including search queries, browsing history, and purchases—to identify up to 25 related products for targeted advertising.
For instance, when advertising Coffee Machine A, sellers can target Coffee Machine B and let the system identify related products customers viewed or purchased alongside it. This might include alternative coffee machines, complementary products like filters or beans, or even items from different categories that share the same customer base.
While similar to Amazon's existing category targeting, expanded product targeting differs in its behavioral approach. Rather than relying on product classifications, it identifies relationships based on actual customer activity, potentially uncovering valuable connections across categories.
The feature updates daily to reflect the latest customer trends and allows sellers to track performance through advertising reports. This enables optimization by focusing on high-performing products or excluding underperforming ones.
How to Use Expanded Product Targeting
- Select "Manual Campaign" when creating a new advertising campaign.
- Choose "Product Targeting" as the campaign type.
- Under targeting settings, select "Individual Products" where the "Expand" option will be automatically enabled.
- Add recommended products from the expanded list to your targeting.
Enhanced Brand Advertising Capabilities
Amazon has also introduced ad groups to its Brand Promotion campaigns, previously available only for product and display ads. This hierarchical structure allows brand advertisers to organize campaigns across four levels, automatically replicating settings like bids and keywords without manual input for each campaign.
Sellers can now create brand promotion campaigns with multiple ad groups tailored to specific objectives or product characteristics. This improves budget control, campaign optimization, and overall brand visibility on the platform.
These advertising innovations provide sellers with more intelligent tools to navigate Amazon's competitive marketplace. By leveraging preset campaigns for new products, expanded targeting for relevant traffic, and improved brand advertising structures, sellers can enhance their visibility and conversion rates in an increasingly crowded e-commerce environment.