Overview

Helium 10 announced that its advertising toolkit now includes Product Attribute Targeting (PAT) for both Sponsored Brands and Sponsored Products campaigns, a feature that went live in early 2024. By allowing sellers to bid on individual product attributes such as color, size, or material, the update adds a granular layer of control that can lower ACOS and boost visibility for specific variations.

Key Points

• PAT rollout — The new targeting option is available across all Helium 10 subscription tiers and can be added to any existing or new Sponsored Brands or Sponsored Products ad group.
• Supported attributes — Sellers can select from attributes like color, size, pattern, material and any other variation that appears in Amazon’s catalog for their SKU.
• Separate bids per attribute — Each attribute value can carry its own bid amount, enabling higher bids for premium variations and lower bids for less profitable ones.
• Integrated reporting — Performance data for attribute‑level targets is displayed in the Helium 10 dashboard alongside traditional keyword metrics, showing impressions, clicks, spend and ACOS per attribute.
• No extra cost — The PAT feature is bundled with current Helium 10 plans; there is no additional subscription or usage fee.
• Early adoption results — Sellers who have piloted PAT report more precise spend allocation, with some noting a 10‑15 % reduction in overall ACOS on targeted variations.

How Product Attribute Targeting Works

1. Activate attribute targeting — While building a campaign, choose the “Add Attribute Targeting” option instead of entering a keyword. For example, a retailer of men’s trail shoes selects “size 10” as the attribute to target.
2. Pick exact attribute values — A dropdown populated from Amazon’s catalog lets the seller choose the precise attribute value. A fashion brand might choose “color ‑ emerald green” for a summer dress to reach shoppers looking for that shade.
3. Assign individual bids — The seller sets a bid amount for each selected attribute. The shoe seller could bid $1.20 for “size 10” while placing a $0.80 bid on “size 9” based on margin differences.