Campaign Placement Performance Data
Released on 10/18/2019
Amazon Sponsored Ads can be "placed" in a variety of different slots across Amazon. Generally speaking, a "placement" is a place across Amazon where ads may appear.
Ad performance varies depending on the product being advertised and the placement of the advertisement. For this reason, Amazon allows users to dynamically adjust bids based on where the ad will be placed (more on ad placements can be found in Amazon's documentation here). Here are the three "places" Amazon defines for advertisers:
Top of search (first page): refers to the Sponsored Products ads at the top row on the first page of search results.
Rest of search: refers to Sponsored Products ads shown in the middle or at the bottom of search results, and all Sponsored Products ads in the second page of search results and beyond.
Product pages: refers to Sponsored Products placements on the product details page, and all non-search placements such as the add-to-cart page.
Downstream now provides customers with campaign placement performance data, which will informs how performance varies by placement. This information is critical to define an effective campaign placement bidding strategy. Click the "Placements" tab of any Sponsored Product or Sponsored Brand campaign to view performance data by placement.
