Amazon DSP Competitor Targeting Strategy Using Specific ASINs

Published on November 27, 2025

About this video

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Learn how to create precise competitor targeting audiences in Amazon DSP by using their specific ASINs. In this video, I show you the exact process of building product purchase audiences and product view audiences from competitor ASINs, then how to create powerful retargeting campaigns that exclude previous buyers to focus on interested prospects who haven't converted yet.

This Amazon DSP strategy allows you to target customers who viewed or purchased from your competitors, giving you access to high-intent audiences that are already familiar with your product category. You'll see how to set up audiences for up to 365 days of purchase history and create lookalike audiences from these segments.

The technique involves navigating to the audiences section in Amazon DSP, selecting products, choosing your marketplace, adding competitor ASINs, and setting up both purchase and view-based audiences. You can then exclude previous buyers from your view audiences to target only those who showed interest but didn't convert.

This Amazon advertising approach using demand side platform technology gives you unprecedented access to competitor customer data for your Amazon ads campaigns. Whether you're running Amazon PPC ads or expanding into programmatic advertising, this DSP targeting method can significantly improve your Amazon advertising ROI.

Contents: 0:00 Amazon DSP competitor targeting overview 0:13 Navigating to audiences and products section 0:48 Adding competitor ASINs to audience rules 1:21 Setting up product purchase audiences with 365-day lookback 1:37 Creating descriptive audience names 2:04 Building product view audiences for retargeting 2:17 Excluding previous buyers from view audiences 2:29 Targeting interested prospects who haven't converted

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Transcript

Hi guys, I want to show you what's possible in Amazon DSP. What kind of precise targeting of your competitors? So once in audiences, going to be a short video. Once in audiences, you should go ahead click on products and once you're on the next screen where you have the ability to choose the products to create a specific rule. Now these products can be your product, but guess what? It can be your competitor as So that's very powerful. So select your Amazon marketplace. As you can see, there are a bunch of them. Let's stay with Germany. So let's say this is the competitor that I hate the most. So I want to add their number one as in here. And then moving down, I want to select to create the audience for product purchases. And I can increase that. I think even 365 days. Yeah, 365 days is the limit. and you put something descriptive here like like crappy competitor sales and this will be your your product purchases audience created for this specific asin. Now you can do this per as you can add up to 1,000 uh competitor asins and you can create all these audiences of people who previously bought their products. So you can do wonders with this. So you can retarget them. You can create similar audience based of this audience. You can also create product views and select here uh crappy competitor views and then you can create the new campaign on DSP where you will add as an audience all the people who viewed this competitor excluding the previous buyers of this competitor. So there you go. you have the audience of people who were interested, potentially interested to buy your competitor products but haven't bought for whatever reason and then you boom, you target them directly. So, it's really powerful and it's just a tiny little bit of what's possible in Amazon DSP. Stay tuned for more video videos to come. See you tomorrow. Bye-bye.

Frequently asked questions

How do you target competitor audiences in Amazon DSP using specific ASINs?

In the Amazon DSP audience builder, navigate to the Products section and create a new audience rule. Select your target marketplace, add the competitor ASINs you want to target (up to 1,000 ASINs are supported), and choose the audience behavior: product purchases for a lookback window of up to 365 days, or product views for up to 90 days. Each behavior selection creates a separate audience segment that you can then apply to DSP campaigns.

What is the most effective way to use competitor ASIN audiences in Amazon DSP?

The highest-intent approach is to build a product views audience from competitor ASINs and then exclude anyone who has already purchased from those competitors. This leaves you with an audience of shoppers who showed clear interest in that product category but did not convert, making them receptive prospects who already understand what you sell. You can then run display ads targeting this group directly, or build lookalike audiences from it to extend reach.

How does Amazon DSP competitor ASIN targeting differ from product targeting in Sponsored Ads?

Sponsored Ads product targeting places your ad on a competitor's detail page at the moment a shopper is viewing it, which is a single point-in-time placement. DSP competitor ASIN audiences follow those shoppers across Amazon properties and third-party sites after they have left the competitor's page, allowing you to re-engage them with display and video ads over time. DSP also lets you layer exclusions, such as removing previous buyers from your audience, which is not possible in the Sponsored Ads console.