We recently analysed a large UK account spending around £100k per month on Amazon ads. After downloading the search term report and reviewing all Sponsored Products campaigns that were set to target ASINs only, the results were surprising.
Here’s what the data showed:
- 60.4% of the spend went to keyword placements
- 39.6% went to actual ASIN placements
Even though the campaigns were set up as ASIN targeting, the majority of impressions and spend were being delivered on keyword searches.
Performance Breakdown:
- Pure ASIN targeting delivered 5.17x ROAS
- Keyword placements from these campaigns performed better at 5.84x ROAS
- ASIN-Expanded targeting achieved 4.55x ROAS — lower efficiency, but it opens up new growth opportunities
Amazon has clearly blurred the lines between ASIN targeting and keyword targeting. What used to be a clean “show my ad on this competitor’s product” strategy now behaves more like a hybrid approach, and you have very little control over the split.
This is a big shift that many sellers and brands are still unaware of.
If you’re running ASIN targeting campaigns, it’s worth checking how your spend is actually being distributed between ASINs and keywords.
As a UK based Amazon ad agency, we help brands make sense of these changes and optimise their campaigns for better performance and efficiency.
Want me to review how your ASIN targeting campaigns are performing? Feel free to get in touch.
