Problem
Advertisers often lack visibility into:
Which ASINs (products) are frequently purchased together by the same user?
How do ad-attributed purchases relate across multiple products?
Which products should be prioritized for cross-selling or remarketing campaigns?
Without this insight, advertisers may miss opportunities to promote highly correlated products effectively.
Solution
The ASIN Overlap Report in AMC helps advertisers identify product purchase relationships by analyzing:
Lead ASIN – The primary ASIN purchased by the customer.
Overlapped ASINs – Other products purchased by the same customer after exposure to ads.
Overlap Metrics – Number of lead ASIN customers, number of common customers, and percentage of overlapped customers.
Example Insights
In the above example, the first lead ASIN ending in 1S was purchased by 31 customers, out of which 11 customers also purchased the overlapped ASIN ending in XH.
Note: You may come across the same combination twice in the table, as the sequence of purchase for two ASINs may vary for different customers. For example, some customers may purchase product "X" first and then "Y", while for others, it could be the opposite.
Actions to Take Based on the Report
Launch Cross Targeting Ad Campaigns
If certain ASINs are frequently purchased together:
Create remarketing campaigns targeting users who bought the lead ASIN, promoting the overlapped ASIN.
If you are using Amazon DSP ads, exclude the audience who have already purchased the overlapped ASINs to avoid targeting the same audience.
Optimize Product Targeting in Sponsored Ads
Target Overlap ASINs in Sponsored Products and Sponsored Display campaigns to reach potential buyers already interested in similar items.
Advertise Lead ASINs alongside related products to improve discoverability.
Create Bundles of Products with High Customer Overlap
If two ASINs frequently overlap, consider bundling them together in a single product listing.