Amazon Product Sponsored Ads placement and its influencing factors

Amazon’s Sponsored Products Ads are a common form of advertising that aim to display products through pictures and text to increase the exposure of sellers’ products. Such ads only accrue fees after buyers click on them, and lead buyers directly to the product details page.

Ad placement details

Search results page

Ads on search results pages are typically located at the top, middle, or bottom and are clearly labeled “Sponsored.” This position can significantly increase the visibility of the product. Specifically, “Top of Search” refers to the advertising position that ranks in the first row of keyword search results, that is, in front of the product that ranks first naturally. In addition, the search results page may contain 6, 9 or 12 in-site ads.

Product details page

Advertising slots also exist on product details pages, including but not limited to:

• The right side of the product title and bullet points;
• “Products related to this item” section;
• “Customer reviews” section;
• There are two areas: “4 stars and above” and “Sponsored products related to this item”.

Mobile and tablet versions

In addition to PCs, Amazon’s product promotion ads will also be displayed on mobile devices and tablets.

Principles of advertising display

The advertising display principle involves the Amazon A9 algorithm. When consumers enter keywords to search, the system will present matching products to consumers. For automatic ads, the system will identify and match them based on the product details; while for manual ads, they will be displayed based on the keywords or categories set by the seller. The specific position of the advertisement is also affected by various factors such as bidding, product weight, and keyword quality score.

Interpretation of BID+ functional status

For campaigns using BID+, you can check the status of your ad placement reports:

• BID+ is On: The campaign has BID+ turned on and is eligible.
• BID+ is Off: Although the activation conditions are met, this feature is not activated.
• BID+ is Other: Indicates that the advertising campaign is not eligible to enable BID+.

Data analysis and strategy adjustment

There are differences in the CTR (click-through rate) and CVR (conversion rate) of different placements. Generally speaking, Top of Search performs best, while product details pages perform relatively weakly. However, for certain categories such as clothing, the details page may be the best placement. Therefore, sellers should adjust their budget allocation based on actual conditions.

In short, Amazon product promotion ads are widely distributed, covering multiple important locations such as search results pages and product details pages. By making reasonable use of these resources, sellers can effectively increase product exposure and sales. At the same time, it is crucial to formulate a more scientific and reasonable advertising strategy by carefully analyzing the data feedback of each location [[3].