Advice and answers from the PPC Entourage Team

These are specific types of targeting that Amazon uses within automatic campaigns. Different targeting types will connect your ad to different search terms, depending on relevancy. 

The four Amazon Auto Targeting Types are:

• Substitutes: Shows your ad to shoppers who view the detail pages of products similar to yours.
• Complements: Shows your ad to shoppers who view the detail pages of products similar to yours.
• Loose match: Shows your ad to shoppers who use search terms loosely related to your products.
• Close match: Shows your ad to shoppers who use search terms closely related to your products.