You can now set up your product targeting campaigns strategically and still benefit from our automatic targeting by excluding products or brands from targeting. When creating or updating a campaign, simply define 'negative products' or 'negative brands' on which you do not want your campaign to be displayed. 

This makes it easy to set up attack campaigns, for example: Our automatic targeting adds relevant ASINs to the campaign, and by defining your own brand or products as negatives, you ensure that ads are only shown on competitive products.