{"id":8451,"date":"2025-04-09T11:16:45","date_gmt":"2025-04-09T11:16:45","guid":{"rendered":"https:\/\/www.sellerapp.com\/help\/?post_type=docs&p=8451"},"modified":"2025-04-09T11:16:45","modified_gmt":"2025-04-09T11:16:45","slug":"amazon-placement-multipliers-101","status":"publish","type":"docs","link":"https:\/\/www.sellerapp.com\/help\/article\/amazon-placement-multipliers-101\/","title":{"rendered":"Amazon Placement Multipliers 101"},"content":{"rendered":"

Not all Amazon ad placements perform equally. Some drive high conversions, while others drain your budget with low engagement.<\/span><\/p>\n

Here\u2019s where <\/span>Amazon Placement Multipliers<\/b> enters the picture.\u00a0<\/span><\/p>\n

Instead of applying a flat bid across all placements, advertisers use Placement Multipliers to strategically allocate their ad budget to high-performing placements. This advanced feature in Amazon PPC Sponsored Products and Sponsored Brands prevents wasted ad spend and reduces ACoS.<\/span><\/p>\n

Amazons Ad Placements for Sponsored Products and Sponsored Brands<\/span><\/h2>\n

Amazon offers three primary placements for the Sponsored Product and Sponsored Brand ads, for which you can use Placement Multipliers:<\/span><\/p>\n

1. Top of Search (First Page)<\/span><\/h4>\n

This placement offers the highest visibility and engagement resulting in a high Click-Through Rate (CTR) and Conversion Rate (CVR). Although it helps you beat your competitors, it is the most expensive among the rest.\u00a0<\/span><\/p>\n

Note<\/b>: Irrespective of how high you bid, Amazon decides your product relevancy for the ad placement.<\/span><\/p>\n

2. Rest of Search<\/span><\/h4>\n

This placement ensures moderate visibility, which evidently results in a lower CTR but can be comparatively cost-effective. It is ideal for accounts with low campaign budgets and does great if you\u2019re aiming for secondary exposure.<\/span><\/p>\n

3. Product Pages<\/span><\/h4>\n

This placement is highly competitive and is displayed on the product detail page of competitors. Aim for product page placement if your goal is to divert traffic from competitors\u2019 listings to yours. Product page ads are typically useful for building brand awareness. It is often associated with lower conversion rates.<\/span><\/p>\n

Note<\/b>: The only way to ensure an increased conversion rate while aiming for this placement would be to use high-resolution images, higher numbers of reviews and ratings, along with competitive pricing (maybe with added discounts and coupons).<\/span><\/p>\n

How to Use Placement Multipliers in Amazon Ads console?<\/span><\/h2>\n

Follow these steps to apply multipliers manually while bidding for an ad placement:<\/span><\/p>\n

    \n
  1. Go to Amazon Ads console and create a campaign.\u00a0<\/span><\/li>\n
  2. While creating the campaign from scratch, once you scroll down to <\/span>Campaign bidding strategy<\/b>, under which you can add multipliers according to your ad spend limits.\u00a0<\/span><\/li>\n<\/ol>\n

    Note<\/b>: You can enter a single multiplier (a whole integer) while adjusting your bids using Amazon Ads.<\/span><\/p>\n

    \"\"<\/p>\n

    Are you wondering how to decide how to modulate your campaign bidding strategy to fine-tune your placement multipliers? Well,\u00a0<\/span><\/p>\n

      \n
    1. Go to <\/span>Campaign Manager<\/b> in your Amazon Ads console.<\/span><\/li>\n
    2. Select the <\/span>Sponsored Products.<\/b><\/li>\n
    3. Click <\/span>Bid Adjustment <\/b>from the side panel menu, and you\u2019ll see the placement-wise success rate for these campaigns.<\/span><\/li>\n<\/ol>\n

      \"\"<\/p>\n

      Take note of which placement has the highest clicks and orders. Depending on this you\u2019ll be able to effectively decide your bids on ad placement and apply placement multipliers.<\/span><\/p>\n

      However, there\u2019s a challenge<\/span><\/i>:<\/span><\/p>\n

      Manually adjusting bids requires constant monitoring. Amazon Ads console lacks a solution for automating the bidding process to make it easier.\u00a0<\/span><\/p>\n

      Automate Placement Multipliers with SellerApp<\/span><\/h2>\n

      We understand how easy it would be for you if you could set upper and lower limits to your bids and command it to increase or decrease bids according to demand. Here is exactly where we step in.\u00a0<\/span><\/p>\n

      SellerApp enables you to automate the process and, on top of that, gives you two options.<\/span><\/p>\n