Competitor Products ASINs
Amazon will also display your (Sponsored) products on the listing pages of other similar products:
Example of Sponsored Products on Competitor Listings
These kind of ads are generated automatically in automatic campagins, as well as manually through manual targeting campaigns.
Target ASINs and its Top Keywords
Amazon introduced targeting ASINs in November 2018, so that you can actively target well working ASINs in your manual campaigns. Additionally, you can make use of the respective ASINs keywords by
a) checking the keywords in the product's title or
b) checking Sonar's Reverse ASIN lookup. Sonar will display the keywords for which the respective ASIN is ranking on the first searchresult pages.
When placing ads for the respective keywords from Sonar, you can make potential customers aware of your product even before the competitor ASIN is found.
Adding Negative ASINs
In your manual campaigns, you can add negative ASINs to avoid running ads on these products:
Additionally, as described above for well working ASINs, the keywords of badly working ASINs could be set to negative.