Sponsored Products (eBook and paperback)

Automatic targeting

Manual targeting

• Product. Choose categories and individual products to help readers find your book as they browse on Amazon. When choosing categories, you can refine by brand, price, and star rating. Add your own categories and products or use our suggestions. Manual product targeting allows you to edit your products and categories while the campaign is running. See this guide to learn more about product targeting.
• Keyword. Add your own keywords or phrases to your campaign based on your book's content, genre, and similar authors. You can also use suggested keywords provided during campaign creation. Manual keyword targeting allows you to edit your keywords while the campaign is running.
  
  
  Choosing keywords

  There are five keyword types to consider, which range from broad to specific. It's important to initially choose words from all types and then refine based on performance. Here we've used Charlotte Brontë's classic Wuthering Heights to show the types of keywords you need for your books.
  
  

  General	Relevant genres	Author or publisher	Title-specific
  Choose broad terms describing book and your overall category. (e.g., eBook Best Sellers, Great Authors)	Choose all genre descriptions that could apply to your books. (e.g., Women Authors, Classics)	Similar authors or publishers. (e.g., Charlotte Brontë, Penguin Classics)	Include any terms, themes, or ASINs that are relevant to your books. (e.g., Heathcliff, ASIN 0141439556)

  Choosing keyword match types

  Keyword match types determine how relevant a customer's search has to be to trigger your ad. Sponsored Products offer five match types to choose from when building your keyword list:
  
  

  • Broad
  • Phrase
  • Exact
  • Negative phrase
  • Negative exact

  We recommend a combination of two or more match types. Exact match delivers ads to a narrower audience based on search queries; phrase and broad match deliver to a larger audience. You can have a combination of positive and negative keywords in your campaign. Negative match types are free and prevent ads from being triggered by a search term and will not show your ad to customers searching with that phrase.
  
  If the same keyword is added as both positive and negative, the negative keyword has higher priority and won't serve ads to customers searching with that keyword. Match types allow plural variations of search terms, but synonyms, accents, misspellings, or stemmed words are not supported. Once the campaign is created, you won't be able to change match types. You can, however, add keywords with different match types while a campaign is running.
  
  Here's how you could use each match type if you were advertising Peter Pan by J.M. Barrie:
  
  

  Match type	What it is	How it works	Keyword purchased	Your ad could show	Your ad wouldn't show
  Broad	Provides the greatest reach. Search queries can include words before and after the targeted keyword.	Your ad may appear when a customer's search contains keyword terms in any order, and possibly along with other terms. Your ads may also appear for close variations of your keywords. Note: suggested keywords are automatically set to broad match and cannot be changed.	"Peter Pan"	"Peter Pan Book," "Novel Peter Pan," "Used Peter Pan Books"
  Phrase	Dependent on word sequence. Typically for brand names where the order of search terms changes the context.	Your ad can show when someone searches for your exact keyword, or your exact keyword with additional words before or after it. We'll also show your ad when someone searches for close variations of that exact keyword, or with additional words before or after it. Using phrase match can help you reach more customers, while still giving you precise targeting.	"Peter Pan"	"Peter Pan Book," "Novel Peter Pan," "Used Peter Pan Books"	"Pan Peter" (clothing line)
  Exact	Most restrictive match type. Search query must contain the exact words. No words can come before or after.	Your ads can appear only when someone searches for your exact keyword, without any other terms in the search. Unlike broad or phrase match, if a customer searches for additional words before or after your exact keyword, your ad won't show. Using exact match means that your keywords are targeted more precisely than broad or phrase match.	"Peter Pan Book"	"Peter Pan Book" "Peter Pan Books"	"Peter Pan Movie", "Peter Pan"
  Negative phrase	Excludes search terms from your campaign so your ads don't appear within irrelevant searches.	When a phrase is selected as negative, we won't show the ad to customers searching for that phrase. This match type is free.	"Frying Pan"	"Peter Pan," "Peter Pan Book," "Cheap Pan"	"Cast Iron Frying Pan," "Best Frying Pan"
  Negative exact	Similar to Negative Phrase, but the search must contain the exact words. No words can come before or after.	When exact words are selected as negative, we won't show the ad to customers searching for that those exact words. This match type is free.	"Frying Pan"	"Peter Pan," "Peter Pan Book," "Cheap Pan," "Frying Pan Recommendation"	"Frying Pan"

  Uploading keywords in bulk

  Upload your keyword selections in bulk by importing spreadsheets directly to Amazon Advertising. Use this feature to define keywords, match types, and bids at the same time. This feature can help you add up to 1,000 keywords, bids, and match types to your Sponsored Products campaigns. You can do this in two ways:
  
  

  • Upload a spreadsheet with a list of your keywords in one column. You can use your keyword lists from Google AdWords. We don't support Bing Ads spreadsheets.
  • Download our spreadsheet template to add keywords and options fields (match type and bid) and then upload the file to Amazon Advertising.

  Accepted file types: .csv, .tsv, .xlsx

Lockscreen Ads (eBook only)

• Literature and Fiction > Classics
• Literature and Fiction > Women's Fiction
• Romance > Historical