By Luís Daniel Rijo in Retail News — Jul 19, 2021

Amazon updates Amazon Advertising API introducing similar product targeting

Amazon last week updated Advertising API introducing several updates in Sponsored Display, and Sponsored Brands videoo campaigns.

According to Amazon, similar product targeting capability is now available for Sponsored Display campaigns on the Amazon Advertising API for vendors and sellers registered in Amazon Brand Registry in the US, CA, UK, DE, FR, IT, ES, AE, JP, AU, NL and IN.

Via similar product targeting, advertisers can target additional products that are similar to their advertised product. The products within similar product targeting are based on the advertised product and are dynamically generated using machine learning models that are built on retail data.

Amazon says similar targeted products have a higher probability of driving traffic (improved CTR) to the advertised product, enabling advertisers to execute brand advertising strategies such as category expansion and brand reach strategies.

Amazon introduced product targeting recommendations with themes: Top converting targets, Similar items (frequently viewed together), Complements, Similar items with low ratings and reviews, Books with similar readership, and Complements.

In the Amazon Advertising API, advertisers can now do the creative customization for headline, logo, and images of Sponsored Display creatives.

Besides, Sponsored Display audiences are now available in Australia and the Netherlands through the Amazon Advertising API.

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