Placement Optimizer
The Placement Optimizer helps you fine-tune where your ads appear on Amazon by adjusting placement bid percentages. It analyzes Revenue Per Click (RPC) across three placement types and suggests adjustments to shift spend toward your highest-performing placements.
Prerequisites
- At least one Amazon account connected
- Active Sponsored Products (SP) and/or Sponsored Brands (SB) campaigns
- Campaigns with placement data (at least 30 days recommended for reliable suggestions)
How it works
Amazon ads can appear in three placement types:
- Top of Search (ToS) — the first row of search results
- Product Page (PP) — on product detail pages (SP campaigns only)
- Rest of Search (RoS) — all other placements on search results
You set a bid adjustment percentage for each placement. A 50% adjustment on a $1.00 bid means Amazon can bid up to $1.50 for that placement.
The optimizer calculates the Revenue Per Click for each placement and suggests adjustments that shift spend toward placements with higher returns. It applies changes gradually — each run adjusts placements by a limited amount (configurable in settings) to avoid sudden large shifts.
SP campaigns support all three placements (ToS, PP, RoS). SB campaigns only support ToS and RoS — Product Page columns show N/A for SB campaigns. SP placement range is 0–900%. SB placement range is -99–900%.
Understanding campaign statuses
Each campaign receives a status based on its current data and placement performance. Hover over any status pill in the table to see a description.
| Status | Meaning |
|---|---|
| Ready to Optimize | Has enough data and is ready for placement optimization |
| Runaway Bids | Placement bids are extremely high with very poor returns — consider resetting to 0% first |
| Spending, No Sales | Spending money but has zero sales — review targeting before adjusting placements |
| Underperforming Placement | A placement is heavily negative and dragging down performance |
| Needs Placement Reset | A placement has ACOS above target — reset to let Amazon redistribute traffic |
| Budget Capped | Hitting the daily budget limit — consider increasing budget before adjusting placements |
| Unbalanced Spend | Over 90% of spend goes to one placement — not enough data for the others |
| Needs More Data | Not enough clicks or sales data yet — allow more time for data to build up |
| Not Eligible | Campaign is paused or the advertising token is inactive |
Actionable statuses (can be optimized or reset): Ready to Optimize, Runaway Bids, Spending No Sales, Underperforming Placement, and Needs Placement Reset.
Metrics panel
At the top of the page, 10 metric cards display aggregate performance across all campaigns:
Spend, Sales, ACOS, ROAS, CPC, CVR, Clicks, ToS RPC, PP RPC, RoS RPC
Click any card to add it as a line on the daily chart below. Up to 4 metrics can be displayed simultaneously. Spend and Sales are selected by default. Your metric selections persist across sessions.
Filtering campaigns
Status presets
Below the chart, a row of preset chips lets you filter campaigns by status. You can select multiple presets at once. Click All or the Clear button to remove all filters.
The Broken preset shows campaigns with any of three broken statuses: Runaway Bids, Spending No Sales, or Underperforming Placement.
Search and filters
- Search — type in the search field to filter campaigns by name
- Filter button — opens a dropdown with two filter groups:
- Ad Type: SP, SB (multi-select)
- State: Enabled, Paused (multi-select)
- When filters are active, the button shows the count (e.g., "Filter (2)")
The campaign table
The table displays 21 columns:
| Column | Description |
|---|---|
| (checkbox) | Select campaigns for bulk actions |
| Campaign | Campaign name |
| Type | SP or SB chip |
| State | Enabled or Paused |
| Status | Color-coded status pill with tooltip |
| Spend, Sales, ACOS, ROAS, Clicks, CPC, CVR | Performance metrics for the selected date range |
| ToS %, PP %, RoS % | Current placement bid adjustments (editable) |
| ToS RPC, PP RPC, RoS RPC | Revenue Per Click for each placement |
| Sug. ToS, Sug. PP, Sug. RoS | Suggested placement values with color-coded delta |
The table is sorted by Spend descending by default. Click any column header to change the sort. Suggested columns show a delta indicator: green for increases, red for decreases.
The table loads 100 campaigns at a time and loads more as you scroll down.
Changing the sort order clears your current selection to prevent confusion with off-screen rows.
Edit placements manually
To adjust a single campaign's placement:
- Click the ToS %, PP %, or RoS % cell for any campaign
- Type a new value (whole numbers only)
- Press Enter to save, or Escape to cancel
| Campaign type | Placement | Allowed range |
|---|---|---|
| SP | ToS %, PP %, RoS % | 0–900% |
| SB | ToS %, RoS % | -99–900% |
| SB | PP % | Not editable (N/A) |
Changes are sent directly to the Amazon Ads API. The cell updates immediately — if the API call fails, an error message appears.
Optimize placements
To apply suggested adjustments to multiple campaigns at once:
- Select campaigns using the row checkboxes (or the header checkbox to select all)
- Click Optimize (the button shows the selection count, e.g., "Optimize (5)")
- Review the preview showing old and new values for each campaign
- Summary chips show how many campaigns will be optimized, reset, or skipped
- The preview table shows each placement's current value, suggested value, and delta
- Click Apply Changes to submit
The optimizer sends changes to Amazon via a background job. A progress bar shows while the job runs. When complete, you see a result summary showing how many campaigns were updated successfully.
Applying optimizations pushes changes directly to your Amazon Ads account. Review the preview carefully before clicking Apply Changes.
Reset placements
To reset all placements to 0% for selected campaigns:
- Select campaigns using the row checkboxes
- Click Actions → Reset to 0%
- Review the confirmation modal showing the list of affected campaigns
- Click Reset All Placements to confirm
This sets ToS, PP, and RoS adjustments to 0% via the Amazon Ads API, effectively removing all placement bid adjustments.
Settings
Click the Settings button to open the configuration panel. Settings are saved per account.
| Setting | Range | Default | Description |
|---|---|---|---|
| SP Max Placement % | 100–900 | 200% | Maximum placement percentage for SP campaigns |
| SB Max Placement % | 100–900 | 200% | Maximum placement percentage for SB campaigns |
| SB Min Placement % | -99–0 | -99% | Minimum placement percentage for SB campaigns |
| Max Change Per Run | 10–100 | 50% | Maximum percentage points a placement can change in one optimization run |
| Struggling Campaign Cap | 10–100 | 30% | Max placement for campaigns where ACOS is above target |
| Budget Cap Threshold | 50–100% | 90% | Campaigns spending above this percentage of daily budget are flagged as "Budget Capped" |
| Spend Balance Threshold | 50–100% | 90% | If one placement uses more than this percentage of total spend, the campaign is flagged as "Unbalanced Spend" |
Click Reset to Defaults to restore all sliders to their default values (does not save automatically). Click Save to apply your changes.
What's next
- Managing campaigns — adjust campaign budgets and bids
- Harvest & Negate — discover new keywords automatically
- Search Query Performance — analyze search term data