Three advanced tools give you targeted control over Sponsored Product ads: Focus strategies, Brand Defense strategies and Tactics.

Focus Strategy

Use a Focus Strategy when you want manual control over specific keywords or product targets. It isolates those targets from the main strategy so they follow their own rule set. Good for:

  • Boosting organic rank by targeting specific keywords.
  • Aggressive competitor targeting — outbidding on competitor products to take visibility.

To create one: name the strategy, choose an algorithm type, manually add up to 20 keyword targets or 250 ASINs, then save and activate.

Brand Defense Strategy

Brand Defense protects your digital real estate, keeping competitors from advertising on your product pages and funnelling those shoppers to your listings instead.

To create one: name the strategy, choose an algorithm type, select your products or keywords (up to 250 ASINs and 20 branded keywords), then activate.

Tactics

Tactics target specific keywords or products aggressively from inside your main strategy. Unlike Focus and Brand Defense they follow the main strategy's algorithm, but they can:

  • Force aggressive bidding to prioritize top-of-search placements.
  • Blacklist keywords or products so the algorithm stops bidding on targets that never convert.

To create one: pick a tactic type (keyword or product), choose an existing segment or make a new one, then enable Top of Search Only or Blacklist.

Which to use

  • Focus and Brand Defense for aggressive, specific targeting under a separate rule set.
  • Tactics for control over placement and exclusions inside your existing strategy.