How do Amazon PPC bid adjustments work?
Bid adjustments let you multiply your base bid by placement (top of search, rest of search, product pages) and by audience segment. Top-of-search adjustments often move ACoS the most: raising the top-of-search modifier by 50% on a winning campaign can add 20%+ in sales at similar efficiency. Product page adjustments rarely pay off outside of ASIN targeting.
Jul 26, 2026 · 3 min read
The three placements
Top of search: the first row of results. Highest CTR and conversion. Rest of search: results further down. Lower CTR. Product pages: your ad shows on other listings. Lower CTR still, but strong for ASIN targeting against competitors.
Which adjustments actually work
Top-of-search adjustments (+25% to +100%) on proven campaigns almost always add profitable volume. Product-page adjustments only help on Sponsored Products with explicit competitor ASIN targeting. Rest-of-search adjustments rarely need touching.
Bid strategies (up/down vs fixed)
Fixed bids: what you set is what you pay. Dynamic bids down only: Amazon can cut in real time on low-conversion impressions. Dynamic bids up and down: Amazon can raise up to 100% on high-conversion impressions. Start with 'down only' for launch, move to 'up and down' once conversion data stabilises.
Frequently asked questions
Should I use dynamic bids up and down?
Only on campaigns with 60+ days of conversion history. Otherwise Amazon overspends on immature signals.
How high can the top-of-search modifier go?
Up to +900%, but the practical sweet spot is +25% to +100% on profitable campaigns.
Do bid adjustments compound?
Yes. A +50% top-of-search modifier on a $2 base bid with dynamic bids up and down at +100% can push the actual paid bid to $6.
Where is this in Ads console?
In the campaign settings under 'Bidding strategy' and 'Placement bid adjustments'.
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