Amazon Ads just introduced two new AI-powered targeting tactics for Display, Video, and Audio campaigns:
- Product targeting
- In-market categories
On paper, this looks like a feature release.
In reality, it represents a structural shift in how audience buying works inside Amazon DSP and across the open internet.
What Changed
Amazon is now using multi-signal AI to combine:
- Shopping behavior
- Search activity
- Contextual signals
- Co-purchase patterns
- Category browsing behavior
Instead of forcing advertisers to create multiple line items and manually layer audiences, Amazon autonomously blends these signals into a single targeting tactic.
This builds on the rollout of Keyword targeting (GA November 2025).
Now, advertisers have three streamlined audience levers:
- Product targeting
- In-market categories
- Keyword targeting
All powered by Amazon’s proprietary signals.
Breaking It Down
Product Targeting
Reach shoppers who:
- Viewed or searched for specific products
- Are in-market for complementary items
- Frequently co-purchase related products
Includes product exclusions for tighter control.
In-Market Categories
Reach shoppers likely to purchase within a selected category.
Advertisers can:
- Use full multi-signal optimization
- Or check “contextual only” if they prefer contextual targeting
This is important. Amazon is giving control, but defaulting toward AI optimization.
Why This Matters
Historically, advanced audience strategies required:
- Multiple targeting approaches
- Separate line items
- Manual layering
- Heavy optimization work
Now Amazon is collapsing that complexity.
The implications:
1. Fewer moving parts
Campaign setup becomes simpler.
2. Faster testing
Audience combinations happen automatically.
3. Better signal fusion
Amazon can see behavior across shopping, browsing, and content engagement.
4. More efficient performance
Multi-signal targeting improves precision without operational bloat.
This is another step toward Amazon becoming an AI-led buying system rather than a manual DSP.
What This Means Strategically
Amazon continues to narrow the gap between:
- Retail intent
- Upper-funnel display/video
- Open internet inventory
By unifying signals across these environments, Amazon is positioning itself as the connective layer between awareness and purchase.
That’s powerful.
But it also means advertisers need to rethink:
- How much manual control they actually need
- When to trust AI optimization
- How to measure incremental lift
Where It’s Available
These targeting tactics are live across major global markets and accessible through:
- Amazon Display, Video, and Audio campaigns
- Amazon Ads API
- Bulk tool (for in-market categories)
Self-service enabled.
Where WBX Comes In
At WBX, we’re helping brands shift from manual audience stacking to signal-driven strategy.
The opportunity isn’t just using the new tactics.
It’s understanding:
- When to lean into AI
- When to constrain it
- And how to connect targeting to measurable business outcomes
Amazon keeps simplifying the front-end.
The brands that win will be the ones who stay disciplined on strategy behind the scenes.