Amazon Advertising: ASIN Retargeting Explained

Amazon Advertising: ASIN Retargeting Explained

Amazon Advertising: ASIN Retargeting Explained

Imagine you are an Amazon Seller. You have a product that you sell on Amazon. You notice one day that your product is no longer selling as well as it used to. What do you do? Do you give up and find a new product to sell? Or, do you try something new to see if that will help increase your sales?

If you are like most Amazon Sellers, you will try something new to increase your sales, one of the things you may want to try is Amazon ASIN Re-Targeting. But what is Amazon ASIN Re-Targeting? And how can it help improve your sales

Keep reading to learn more about Amazon ASIN Re-Targeting and how it can help improve your product sales.

Retargeting On Amazon: Why Is It Important?

Retargeting on Amazon is an excellent way for marketers to retarget users who have already been exposed to their advertising content. 

With this technique, you can target people as they browse various sites or pages within an e-commerce website such as Amazon, delivering ads based on what’s being viewed. In this way, the potential customers are constantly reminded about your product offerings without interruptions from other advertisements.

Retargeting on Amazon has been a popular marketing technique for retailers to get customers back onto their product listings. In addition, potential consumers can see retargeted ads when browsing other areas, giving them another chance to purchase whatever it was that caused you trouble in converting visitors into loyal shoppers.

Retargeting on Amazon can be a powerful and effective way to boost your visibility as an e-seller. This service provides sellers with the opportunity for increased conversion rates by targeting potential customers who have already been browsing through other sites like Google or Bing but haven’t yet found what they are looking for in one place.  

Amazon Sponsored Display Ads

The Sponsored Display Ads provide a way for vendors to reach back and re-engage with lost customers for your listed products on Amazon. It’s no wonder this is one of the most popular advertising tools on amazon

If you are an agency helping your client grow their sales through sponsored ads or simply want more visibility as an established seller, you can sign up. But there’s always something special about being able to “go big” from day 1.

With Amazon Sponsored Ads, you can drive relevant and targeted audiences to your online page. And with high cost-per-acquisition rates for advertisers and an ability to bring new customers into the funnel from search engines like Google or Bing – these are just some reasons why this advertising platform is becoming so popular among marketers nowadays.

How Does ASIN Retargeting On Amazon Work? 

Retargeting on Amazon is more than just displaying ads to users who have previously viewed your product. 

To be eligible for retargeting, they must first collect data about them when viewing details of their interest in acquiring one or more items from you through online shopping channels like Amazon. 

Amazon Sellers can make use of Brand Registry when considering retargeting the audience towards their product listings.You can unlock the power of sponsored brands to promote your products. With this ad format there is always an option for one product per listing with logo and branding that helps create awareness about what they are selling.

Here’s how Amazon’s standard display placements provides different ways to target your customers: 

Product Search Queries – Keywords associated with the promoted ASIN can be set up when users enter specific keywords. Unfortunately, the marketplace does not provide any information about them, so we don’t know how they’re chosen or what Amazon’s algorithm is based on – but it works.

Number of Brand Views – If a user has viewed your products for an extended period, you can target them with special promotions. Brand Viewing is helpful if many complementary and well-matched items in the marketplace would likely interest someone who views our brand’s product listing or storefront frequently. 

Number of Brand Purchases – The user can receive ads if they have purchased a product of that particular brand and wish to promote other items from your same stable. If convincing buyers to do cross-sales or upselling is key for success, this option might just do what’s needed.

Number of Product Views Product views appear the most popular choice for retainer ads, followed by persons who have viewed an item but have not purchased it yet; these people will be advertised until they eventually buy or drop off our advertising grid platform.

Conquesting the Competitors – Take advantage of the hundreds if not thousands who are interested in competing products. By running Display ads on Amazon and on the listing itself , it allows you control over your ASINs, they should be selected by yourself rather than Amazon because their choices may change at any time – giving YOU a chance for increased sales. 

Amazon Retargeting Tips

Ready to get started with your Amazon retargeting campaign? Here are a few tips that will help.

Conversion Pixel

You can segment your audience with conversion pixels, so you know which behaviours are taking place on the website and how frequently they’re occurring during an advertising campaign.

The moment your audience interacts with the website, you can engage them and target ads to get more people engaged in what it has to offer. This will result in a win-win campaign for both parties involved – so much better than traditional advertising. 

Custom Audience Feature via Facebook

Facebook retargeting advertisements are becoming a much-needed tool for any marketer. Its Custom Audiences are specific groups of people on Facebook that marketers can designate as their target audience or lead list. 

The Amazon audience data is not detailed, but it does give you a good idea of who your target customer base might be. To acquire new customers for Facebook apps on the platform, there’s nothing wrong with extracting their information from amazon and uploading them into our database so we can tailor make future ads accordingly!.

Retargeting with Dynamic E-Commerce Ads

Programmatic advertising is an immensely data-driven approach. But, unfortunately, even the best (human) designer cannot accurately assess every persona of every ad. 

But Amazon closes this gap by providing a complex database on millions of users’ surfing and clicking behaviour to design optimal conversion experiences for them in their ads – just as it does with its products.

With the help of Amazon’s “Dynamic eCommerce Ads,” you can retarget your customers with personalised advertisements that are based on what they’ve bought before. The advertisement will have a product title, an image or video related to it (if available), reviews from other shoppers who also purchased this item, and pricing information for those interested in buying online.

Dynamic eCommerce Ads are a time-saver for advertisers. The eight different standard formats (demonstrated in the above image) of this advertising campaign type generate automatically, saving them from doing all that tedious work themselves.

With Amazon Ads’ e-commerce display creatives, you can create ads that are automatically tailored to meet a campaign’s goals. The two types of these creative formats: Dynamic and Responsive, have different rotational abilities so it will work well for certain industries or product categories in addition with specific targeting options too.

Sellers will be able to optimise the variation of e-commerce creative served through machine learning and selected line item goal type, such as click-through rate or purchase rate. Both creatives use primary product images found on Amazon detail pages with a custom background to enhance their effectiveness in attracting potential customers who are browsing for products online.

Amazon’s algorithm has been carefully designed to give you the best chance at ranking high on Amazon. It tests different creative elements, copy and layouts in order to optimise for shoppers’ experience while they’re browsing your product listings online. The above images below show some standard formats that may be used by advertisers like yourself – but these aren’t exact representations because every campaign is unique (therefore requiring its own special touch).

Real Example of Retargeting

The best way to learn how ad platforms work, especially after changing, is by doing extensive testing with your own hands. Multiple Amazon Advertising agencies do just that for their clients to explore exactly what ASIN targeting can do and if it will be effective or not on them. 

Consider this example of a microfiber duster; when retargeting the consumers, it’s better to ensure that you target them with different accessories related to your own product. 

This can be found in the campaign manager section of seller central.

For the ad group section, enter a relevant name and select products you intend on advertising. You can choose by their names or ASINs (Amazon Identifiers) if it’s an item that isn’t listed as restricted/prohibited. 

Some items such as caustic creams aren’t eligible for such ads at all! So make sure you’re aware before selecting them so there are no problems later down the road. 


In order to measure the performance of your retargeting campaign in terms of cost per click (CPC), conversion rate, or scale, it’s better to devise a strategy that is tested where each of the parameters is relevant for advertising purposes. 

Considering the example mentioned above of the microdusters, consider how well it performed against existing targeting options like keyword bidding strategies & demographic categories. Also, don’t forget to include the data that could be collected from users who clicked on these advertisements during their visit to tell us more about them specifically.

A rough estimation about ASIN targeting campaigns is that the CPC is comparable to keywords at (55-60) cents on average. This is because there are many other factors besides just price which determine how valuable an optimization becomes for your business and its competitors’ businesses; such as consumer engagement rate (how often people click onto these products).

Different researches have shown that when we retarget an ASIN, conversion rates improve by 10-15%. What do these results mean for advertisers? It means if they gain a higher ad ROI (return-on-investment), by retargeting products rather than which will give them more bang for their bucks. 

Final Takeaway

If you are looking to increase your sales on Amazon, retargeting might be the answer. Retargeting is a marketing strategy that uses online ads to show customers products they have already seen or interacted with to drive them back towards your site and hopefully convert them into an actual sale. 

ASIN retargeting on Amazon has become one of the most popular ways for marketers to take advantage of this powerful tool because it offers access to millions of shoppers at any given time without having to pay per click pricing as other platforms do. 

You can also choose from sponsored display ads, conversion pixels, and custom audiences via Facebook, which will help you target your audience more efficiently than ever before and still retain control over how much money you spend.


Kamaljit Singh is the Founder and CEO of AMZ One Step and a former Amazon seller. Kamaljit has been featured in multiple Amazon podcasts, YouTube channels. He has been organizing meetups all around Canada and the US. Kamaljit has over 350,000 views on his Quora answers regarding FBA. Kamaljit also founded AMZ Meetup where he organizes conferences for Amazon sellers.

Founder & CEO of AMZ One Step
Kamaljit Singh is the Founder and CEO of AMZ One Step and a former Amazon seller. Kamaljit has been featured in multiple Amazon podcasts, YouTube channels. He has been organizing meetups all around Canada and the US. Kamaljit has over 350,000 views on his Quora answers regarding FBA. Kamaljit also founded AMZ Meetup where he organizes conferences for Amazon sellers.

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