Amazon Sponsored Products shows ads in three placements: top of search (the first row of results), rest of search, and product pages. You can raise your bid for top of search and for product pages by 0 to 900%, per Amazon's help page. Top of search usually converts best and costs most. Set the adjustment from the placement report, not by guessing, and raise it in small steps.
The adjustment multiplies your keyword bid for that placement only. A ₹10 bid with a 50% top-of-search adjustment becomes ₹15 at top of search and stays ₹10 elsewhere. The adjustment is set per campaign and applies to every keyword in it. Amazon then applies the bidding strategy on top: with dynamic bids, up and down, Amazon can raise the adjusted bid by up to another 100% at top of search.
In the Seller Central India forum thread Amazon Cost Per Click is 3 to 5 times higher than Bid Amount, an Amazon staff reply explains that a 400% top-of-search adjustment turns a ₹10 bid into ₹50. That thread is the usual path to this topic: someone sets a large adjustment, forgets it, and wonders why CPC tripled. Blooprint's placement bid adjustment glossary entry defines the term; this page covers how to set it.
Download the placement report for a campaign for the last 30 days, or open the campaign and choose the Placements tab. For each of the three placements you get impressions, clicks, spend, orders, CPC, conversion rate and ACoS. That is the only data you need. Use a window that ended a week ago so late-attributed orders are counted, and ignore placements with fewer than about thirty clicks; a handful of clicks can swing ACoS either way and will mislead you into a change you then reverse.
| What you see | What it means | What to do |
|---|---|---|
| Top of search ACoS well below the campaign's | The top slot converts and you are under-bidding for it | Raise the adjustment 10 to 25 points |
| Top of search ACoS above target | You are paying too much for the slot | Lower the adjustment, or cut it to 0% |
| Product pages ACoS far above search | Shoppers on other listings rarely switch | Leave product pages at 0% |
| Few top of search impressions at any adjustment | Base bid too low to compete | Raise the base bid on the best keywords first |
The 10 to 25 point step and weekly review come from the placement guidance collected in our seller research; larger jumps make it impossible to tell which change did what.
Let two weeks of data show you how each placement performs at your base bid.
If top of search is clearly better, raise its adjustment by 10 to 25 points.
CPC at top of search will rise. If conversion and ACoS hold, raise again. If ACoS worsens, step back.
Amazon reports it for keywords. Once you win most of the top slot, more adjustment only costs more.
They are usually the weakest placement for Sponsored Products.
The console shows placement data one campaign at a time. BlooprintAI shows placement performance for every Amazon India campaign in one view, with each campaign's current adjustments, so you can find campaigns where top of search is cheap per order and raise their adjustment, or cut adjustments where it is not, in one action after a summary. It does not change placements on its own.
Search-term, placement and product-level views that show where the money goes.
Learn more →Turn target ACoS, price and conversion rate into a starting bid in ₹.
Learn more →The metric that shows how much of the top slot you win on a search term.
Learn more →Down only, up and down, or fixed bids: what each does to your CPC.
Learn more →The first row of sponsored results on the first page of search results. It is one of three Sponsored Products placements, with rest of search and product pages.
From 0 to 900%, per Amazon's help page. A 400% adjustment turns a ₹10 bid into ₹50, as an Amazon staff reply on the India forum explains.
Often, because it converts best, but check the placement report. If top-of-search ACoS is above your target, lower the adjustment.
Weekly at most, in steps of 10 to 25 points, so you can see the effect of each change before the next.
Yes. It shows placement performance for every campaign and lets you change adjustments on the ones you select in one action after a summary.
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