The product-targeting equivalent of Amazon Negative Keywords: instead of excluding search terms, you exclude specific competitor ASINs or entire brands from triggering a Manual Product Targeting (Category vs. Individual ASIN) campaign.
Add a competitor's ASIN or brand as a negative target when data shows it's a stronger or cheaper offer that pulls clicks but never converts for your ad — this keeps spend from being wasted showing your ad next to an objectively better deal.
Negative product targets (ASINs/product pages that data shows don't convert) are sourced from the Amazon Search Term Report and from existing auto, broad, and expanded campaigns — pull whichever ASINs show spend without conversions and exclude them going forward.
Alongside negative keyword targeting, Automatic Campaign Four-Way Split (Close Match, Loose Match, Substitutes, Complements) auto campaigns also support excluding specific ASINs or product detail pages the ad shouldn't appear on, complementing search-term-level negatives with placement-level exclusions.
Identify negative-product candidates by reviewing the auto campaign's search term/placement data for irrelevant ASINs the ad is appearing on, then add those ASINs as negative products so the ad stops showing on their listings.
Из тем: PPC Campaign Structure & Bidding