Placement = where your ad appears on Amazon, which impacts CTR, CPC, and conversions.
Top of Search
Ads appear at the top of search results.
• Highest visibility & CTR
• Usually highest CPC
• Best for proven, high-converting products
Rest of Search
Ads appear lower in search results.
• Lower CPC
• Good for keyword testing & budget control
Product Pages
Ads appear on competitor or related listings.
• Great for competitor targeting
• Often lower CPC with strong buying intent
Placement Bid Adjustments
Amazon lets you increase bids by placement, for example:
• Top of Search: +50%
• Product Pages: +20%
Simple strategy:
• Scale Top of Search if conversion rate is strong
• Use Rest of Search for testing
• Use Product Pages for competitor targeting & defensive campaigns
