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Targeting Campaigns

Sponsored Products (eBook and paperback)

Sponsored Products are targeted by keywords or products. That means the ads appear when a customer searches for the keywords you choose or the products you target. Choose from these targeting options when creating your campaign:

Automatic targeting

Amazon targets keywords and products that are similar to your ad's title based on your product information.

Manual targeting

You have two manual options: product targeting and keyword targeting. We recommend creating campaigns for each type to help maximize detail page coverage. Our system recognizes when you have multiple campaigns promoting the same title, so don’t worry about bidding against yourself.

  • 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
    Choosing keyword match types
    Uploading keywords in bulk


Lockscreen Ads (eBook only)

Target your ads by interests to help you reach readers based on the genres of books they view or buy. Consider targeting genres related to the book you want to advertise. Lockscreen Ads can appear on Kindle E-readers and Fire Tablets, as long as the ad meets our policies. Here we've used Charlotte Brontë's Wuthering Heights to show example customer interests:

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

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