Target Competitor Audiences with Amazon DSP

The best audience ever offered by any ad platform is available on Amazon DSP 

You can literally target your competitor's product purchasers and viewers, as well as those who have subscribed to and saved their products. 

Even Sponsored Ads don't provide the ability to target at the ASIN level for product purchasers and viewers.

With Amazon DSP, advertisers can precisely target audiences who have viewed or purchased the exact same ASINs of their competitors.

This targeting capability allows for a more strategic and contextual approach. You can create an image or video ad that highlights the features and benefits that make your brand's product superior to the competitor’s. This will likely result in a better CTR % and higher conversion rates.

Here’s how you can create these audiences on DSP:

Identify competitor ASINs with the highest share of clicks or orders
Take the top 3 ASINs from the Top Search Term Report in Brand Analytics
Focus on one category of ASINs at a time while creating an audience
Aim for at least 100 ASINs to ensure a large audience size
Create all available audience types in one go
Use a lookback period of the last 30 days to maximize the audience size
For niche products, extend the lookback period
With this method, you can create all audiences in one click
Repeat this process for each product category

Let’s break down the five types of audiences:

Product Purchasers: Audiences that purchased any of the ASINs in your list
Product Viewers: Audiences that viewed any detail page of the ASINs in your list
Similar Product Viewers: Audiences that viewed any detail page of ASINs similar to those in your list
Product Searchers: Audiences that searched for keywords related to the ASINs in your list
Subscribe & Save: Audiences that have active subscriptions to any of the ASINs in your list

Amazon couldn't have provided a better audience targeting option!

A few caveats: It takes 5-7 days for the audience to reflect in your DSP account. One common reason for audience creation failure is having too few ASINs or a lookback period that’s too short. So, avoid being too narrow, but also be cautious of going too broad. If needed, increase the lookback period rather than adding irrelevant ASINs.

At Hector, we're leveraging the Amazon DSP API to automate audience creation at the category level, saving brands the time and effort of manually creating relevant audiences.