Amazon shows your ads in several places, and they do not perform alike. Top of Search converts better and costs more; product pages convert worse and cost less. The Placements screen is where that difference becomes a number.

[Watch the walkthrough](https://kb.trackiq.com/kb-assets/kbvideo-placements-explainer-935f2ce4.mp4)

*Prefer to watch? A hundred and seventeen seconds on three placements that behave like three products, and why revenue per click reads cleanest.*

## **Where it is**

**Amazon Ads → Placements.**

![The Placements screen](/kb-assets/shot-b37-plc-top-f4803c.png)

It uses the same anatomy as every other Amazon Ads screen: six KPI tiles, **Performance Trends** with Day / Week / Month, a **vs previous** toggle and **Values / % change**, then a table with Search, Filters, Manage Columns and Export. See [**Campaigns: Budgets, Placement and Audience Adjustments**](https://kb.trackiq.com/hc/knowledge-base/articles/advertising-campaigns).

**If the screen is empty**, that is expected until your campaigns have placement-level data for the selected period. The tiles read `$0.00` and the table says *There is no data for the selected period*. Widen the range, and confirm you are running campaign types that report placement.

## **The table**

One row per campaign per placement:

| Column | |
|---|---|
| **Campaign name** | |
| **Placement** | where the ad appeared |
| **Ad type** | SP, SB, SD |
| **Status** | |
| **Spend, Sales, ACoS** | the money |
| **CPC, CTR, Clicks, Impressions** | the traffic |
| **Orders, CR, RPC, ROAS** | the outcome |

**The row is campaign × placement**, so one campaign appears several times. Totals at the top are the campaign; the rows are how that total split.

## **What the placements are**

**Top of Search** — the first row of results. The most valuable position on Amazon and priced accordingly. Highest CTR, highest conversion, highest CPC.

**Rest of Search** — further down the results page. Cheaper, less converting, and usually the bulk of your impressions.

**Product Pages** — on a detail page rather than a search results page. A different intent: the shopper was looking at something else. Lower conversion, often much cheaper, and where competitor-conquesting spend lands.

**Read them as three different products**, not three strengths of the same thing.

## **What to do with it**

The reason to open this screen is that Amazon lets you bid differently by placement, and this is the evidence for how much.

**1. Compare ACoS by placement, within one campaign.** Not across campaigns — that confounds placement with everything else.

**2. Find the placement that beats your target.** If Top of Search runs at 25% ACoS against a 35% target, you are under-buying the best position.

**3. Find the placement that misses it.** Product Pages at 60% on a 35% target is spend to reduce.

**4. Adjust the multiplier in Amazon, then come back and check.** TrackIQ reports placement performance; the multipliers themselves are set in Amazon Ads. See [**Audit Your Placement Multipliers**](https://kb.trackiq.com/hc/knowledge-base/articles/audit-your-placement-multipliers).

## **Read conversion, not just ACoS**

ACoS blends price and conversion, so it can hide the mechanism.

**High CPC, high conversion** — usually Top of Search. Expensive traffic that closes. Frequently worth it.

**Low CPC, low conversion** — usually Product Pages. Cheap traffic that mostly does not. Sometimes worth it for reach; often not.

**High CPC, low conversion** — the one to fix. You are paying premium prices for traffic that does not convert, which points at relevance rather than placement.

**RPC (revenue per click) is the cleanest single comparison** across placements, because it collapses price and conversion into one number in your own currency.

## **Cautions**

**Placement is not the only difference.** Match type, keyword and time of day all move with it.

**Small placements are noisy.** A placement with forty clicks does not have a reliable ACoS.

**Multipliers compound with bids.** A 100% Top-of-Search multiplier doubles that placement's bid, so raise the base bid and the multiplier together and the result is not what you expected.

**Attribution lag applies here too.** The last few days under-report. See [**Time to Conversion: Checking Your Attribution Window**](https://kb.trackiq.com/hc/knowledge-base/articles/time-to-conversion).

## **Related**

- [**Audit Your Placement Multipliers**](https://kb.trackiq.com/hc/knowledge-base/articles/audit-your-placement-multipliers) — the playbook.
- [**Campaigns: Budgets, Placement and Audience Adjustments**](https://kb.trackiq.com/hc/knowledge-base/articles/advertising-campaigns) — where multipliers are set.
- [**Understanding ROAS and Key Amazon Advertising Metrics**](https://kb.trackiq.com/hc/knowledge-base/articles/understanding-roas-and-key-amazon-advertising-metrics) — the columns.
- [**Why SP, SB and SD Numbers Don't Simply Add Up**](https://kb.trackiq.com/hc/knowledge-base/articles/why-sp-sb-and-sd-numbers-dont-add-up) — before you total anything.
- [**Create a Sponsored Products Campaign**](https://kb.trackiq.com/hc/knowledge-base/articles/create-a-sponsored-products-campaign) — setting placement adjustments at creation.
- [**Ad Type and Placement Mix**](https://kb.trackiq.com/hc/knowledge-base/articles/ad-type-and-placement-mix) — how much of your spend should sit here, and why.
- [**Placement Bid Optimisation**](https://kb.trackiq.com/hc/knowledge-base/articles/placement-bid-optimisation) — shifting spend toward the placement that performs.
- [**Running a Launch: Stabilise, Scale, Scale Back**](https://kb.trackiq.com/hc/knowledge-base/articles/running-a-launch) — the impression-share ladder a launch climbs.