What is it?

We have introduced a new line item-level workflow that allows you to deploy sophisticated keyword targeting strategies that include both offensive competitor keyword conquesting and defense of your own branded searches.

The new workflow gives you the ability to vary your bidding, budgeting, and targeting approach by the types of keywords each line item is allowed to target. You will be eligible to bid for some or all of the following keyword types, depending on your configuration of the line item’s individual settings:

Generic: non-branded, broad category terms
Branded: keywords containing your licensed brand and product names
Conquesting: competitors’ branded keywords

In addition, we’ve introduced a new Targeted Keyword Type dimension in the customizable Onsite Sponsored Products Activity reports section in the Analytics tab. This allows for performance between groups of keywords to be quickly compared.

Why?

These new features together unlock increased visibility for relevant products and introduce new opportunities for you to connect with shoppers. With conquesting, you can:

Ensure your products are considered by inserting your offering into the decision set at a critical point in the shopper journey,
Win market share by positioning your products as compelling alternatives to competitor offerings,
Drive incremental performance through expanded keyword strategies that reach high-intent shoppers.

🌟 Learn More:

What's New February 2026