The Amazon PPC Trick That Tripled My Market Share

If you’re an Amazon seller, you already know: competition is fierce.

Your product might be great. Your listing might be optimized. But unless you’re winning visibility and conversions consistently, you’re just another option on a crowded search results page.

Not long ago, I found myself in that exact situation.

We had a solid product with decent reviews and a decent ad strategy—but we weren’t winning. Despite solid spend on Sponsored Products, growth had plateaued. Market share was slipping. And ACOS was climbing.

Then, we tested one simple PPC trick.

And it tripled our market share in less than 60 days.

In this blog, I’ll break down:

✅ The core Amazon PPC problem most sellers ignore
✅ The exact trick we used to take control of the search results
✅ How to implement it yourself without blowing up your ad spend
✅ Why this works (and how Amazon’s algorithm plays into it)
✅ Bonus: How to scale it across your product catalog

Let’s dive into the strategy that changed the game for us—and can do the same for you.

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🎯 The PPC Problem Most Sellers Overlook

Amazon sellers tend to focus on the obvious:

• Keyword targeting
• ACOS
• Daily budgets
• Suggested bids

That’s all important—but it’s reactive.

The real problem?
You’re fighting to win on high-traffic, high-competition keywords where everyone else is also pouring their budget.

And while you’re focused on just your main product… your competitors are thinking bigger.

Here’s what most sellers don’t realize:

“You’re not just competing for visibility. You’re competing for control of the shopper’s journey.”

If someone searches a high-intent keyword, and your competitor’s brand appears in the top Sponsored Product slot, Sponsored Brand banner, AND their competing product shows up on your product detail page… guess who’s winning that shopper?

👉 Not you.

That’s the problem.

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🚀 The Trick: Own the Real Estate Around Your Own Product

Here’s the PPC trick that tripled our market share:

We aggressively targeted our own product listings with ads for our other products.

Sound basic? It is.

But when done strategically—it’s incredibly powerful.

We call it:
🛡️ Defensive + Cross-Sell Retargeting

It works like this:

1. You use Sponsored Products and Sponsored Display ads to target your own ASINs
2. Instead of letting Amazon automatically fill your detail pages with competitors, you take over the “Customers Also Viewed” and “Sponsored Products Related To” sections
3. You cross-promote complementary or similar products from your catalog
4. You funnel traffic back to your own brand—instead of letting it leak

The result?

• You reduce competitor visibility
• You increase units per customer
• You dominate more impressions across high-converting placements
• You create a brand presence that’s hard to ignore

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🧠 Why This Works (Amazon’s Algorithm Rewards It)

This strategy taps into Amazon’s ad algorithm in a unique way:

• Amazon rewards relevance + conversion
• When your products are converting well on each other’s pages, Amazon sees this as a high-performing ad connection
• You’ll pay less CPC over time as CTR and conversion improve
• You increase brand share of voice, which leads to more branded search, repeat purchases, and higher organic rank

In short:
You’re turning your product listings into mini sales funnels—and keeping traffic in your ecosystem.

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📊 What Happened When We Ran This Strategy

Here’s what we did:

• Set up Sponsored Product campaigns targeting our own top 3 ASINs
• Used ASIN targeting to show other SKUs from our brand on their product detail pages
• Allocated a separate daily budget for “Brand Defense & Cross-Sell”
• Layered in Sponsored Display retargeting to reinforce the brand across shopper journeys

Within 60 days:

• Market share (measured via brand analytics) jumped from 8% to 25%
• Branded search terms increased by 65%
• Repeat customer rate grew by 22%
• ACOS on cross-sell campaigns remained under 22%—well below our average

More importantly, we became visible everywhere in our niche.

Instead of shoppers discovering us once, they started seeing our brand multiple times across search, product pages, and retargeting placements.

This is how brands feel bigger than they are.

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🛠️ How to Set It Up: Step-by-Step Guide

You don’t need a massive catalog to do this. Even with 2–3 products, you can use this tactic.

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Step 1: Identify Your Primary Product (Anchor ASIN)

Pick the product with:

• The most traffic
• Highest sales volume
• Best conversion rate

This will act as your “funnel”—the listing you want to defend and leverage.

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Step 2: Choose Complementary or Similar Products

Select 1–3 ASINs from your catalog that make sense to promote alongside it:

• Variations (size, color, flavor)
• Cross-sell items (accessories, refills, bundles)
• Higher-margin upgrades

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Step 3: Create a Sponsored Product ASIN Targeting Campaign

• Campaign Type: Sponsored Products
• Targeting Type: Product targeting
• Add your anchor ASIN as the target
• Use your cross-sell ASINs as the promoted products

✅ Keep bids moderate (you’ll have high relevancy, so CPC is efficient)
✅ Use custom creatives or A+ content to visually link the products

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Step 4: Layer In Sponsored Display ASIN Retargeting

• Go to Campaign Manager > Sponsored Display
• Create a campaign that targets your own product detail pages
• Use Sponsored Display to show your brand on your own listings

📌 Tip: Sponsored Display allows for headline copy + custom creatives. Use them to promote bundles or multi-item savings.

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Step 5: Track Key Metrics

Watch for improvements in:

• Market share (via Brand Analytics > Market Basket & Search Terms)
• Brand search volume
• Units per customer
• CVR and CTR on defensive campaigns
• ACOS and TACOS

You’ll also want to track placement dominance—how often your brand shows up in related ads on your own listings.

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📈 Advanced Tactics to Expand This Strategy

Once you see results, scale this approach with:

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🧱 1. Branded Storefront Landing Pages

Send your Sponsored Brand traffic to curated storefront pages promoting multiple related products, not just one SKU.

Use sections like:

• “Best Sellers”
• “Shop the Full Collection”
• “Bundles & Savings”

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🔁 2. Retarget Past Purchasers

Use Sponsored Display audiences to retarget people who viewed or purchased your products before.

Create copy like:

“Back for more? Save 10% on your next purchase.”

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📦 3. Create Custom Bundles or Virtual Kits

If you find customers often buy multiple products together:

• Bundle them
• Create a virtual kit
• Promote it via Sponsored Products + Sponsored Brands

This increases AOV and deepens your brand footprint.

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💬 Common Questions

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Q: Doesn’t targeting my own products mean I’m paying to advertise to customers I already have?
A: Not exactly. You’re paying to protect your listing from competitors—and to influence purchase behavior. If a competitor steals the shopper while they’re on your page, that sale’s gone forever.

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Q: Is this worth it if I only have 2 products?
A: Absolutely. Even with 2 products, this strategy creates upsell and cross-sell opportunities—and helps you protect your listings.

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Q: How much should I spend on this strategy?
A: Start with 10–15% of your daily ad budget. Scale based on performance. In many cases, ACOS on these campaigns is lower than your general ads.

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✍️ Final Thoughts: Stop Leaking Traffic—Start Owning It

You work hard to get traffic to your listings.
Don’t let competitors ride your coattails and take the sale at the last second.

By defending your listings and cross-promoting smartly, you can:

✅ Boost conversion rates
✅ Raise units per customer
✅ Increase repeat business
✅ Grow brand awareness
✅ And yes—triple your market share

This is the Amazon PPC trick big brands use every day. And now, it’s your turn.

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Want help building a defensive PPC strategy or increasing your brand’s footprint across Amazon?
At Marketplace Valet, we help brands grow faster through smarter advertising, better content, and full-service Amazon management.

📩 Let’s build your Amazon advantage.

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