"Just set up generic retargeting and your Amazon sales will skyrocket." I talk t
By Michael Erickson Facchin · March 1, 2026 · Curated by George's Blog
"Just set up generic retargeting and your Amazon sales will skyrocket."
I talk to companies every day who are looking to scale, and they all make the same mistake when they drop the ball on marketing. They treat Amazon DSP targeting like a blunt instrument.
The market will never magically come to you; you have to go to the market. The real power of Amazon DSP lies in granular ASIN-based audience creation. If you want to stop burning ad spend, you need to select specific products (Product ASINs) to base your audiences on.
Once you input your ASINs in the Amazon marketplace, you can name and leverage four distinct audience behaviors.
Here is how you dominate your category:
• 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐯𝐢𝐞𝐰𝐬: You can create an audience behavior based entirely on product views.
• 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐩𝐮𝐫𝐜𝐡𝐚𝐬𝐞𝐬: You can isolate an audience behavior based on product purchases to drive repeat business.
• 𝐒𝐢𝐦𝐢𝐥𝐚𝐫 𝐩𝐫𝐨𝐝𝐮𝐜𝐭 𝐯𝐢𝐞𝐰𝐬: You can target similar product views to ethically steal market share.
• 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐬𝐞𝐚𝐫𝐜𝐡𝐞𝐬: You can base an audience on product searches to intercept shoppers actively looking for your solution.
And here is the non-negotiable rule: Always set your lookback window to 30 days. Buyer intent decays fast, and a 30-day window keeps your targeting hyper-relevant and aggressive. One audience will be created for each behavior you select.
Agree or disagree? Leave it in the comments.