Amazon has introduced a new feature for Sponsored Brands (SB) and Sponsored Brand Video (SBV) campaigns: Advertisers can now set separate bid adjustments for “Top of Search” and “Rest of Search”. Previously, a bid adjustment for non-Top-of-Search placements was only possible up to a maximum of 99%. This update enables a more precise control of visibility and budget allocation at the placement level.
What do sellers & vendors need to know?
Use targeted Top-of-Search bids: Check whether your most important products benefit from high visibility in the “Top of Search” placement – increase bids specifically here and reduce the budget for “Rest of Search” in parallel to boost your conversion rate and ROI.
Implement placement-based differentiation: Within the next 30 days, set up individual bidding strategies for top and rest placements – track click and conversion rates separately to better understand in the long run which environments sell your products most efficiently.
Optimize budget and campaign structure: Use this new flexibility to adjust your campaign structure – for example, create separate campaigns for Top-of-Search with higher CPCs and assign cheaper Rest-of-Search placements to a separate group to secure margins in the long term with minimal visibility loss.
Here you’ll find all the details
