How to Adjust Placement Bids in Amazon Ads

Learn how to verify base bids, evaluate placement performance, and adjust placement bid percentages in Amazon Campaign Manager.

August 27, 2026 By Hafiz Hamza

Learn how to adjust placement Amazon Advertising Campaign Manager to optimize ad spend across different search placements.

This guide applies to Amazon PPC managers and e-commerce sellers managing Sponsored Products campaigns during ongoing campaign optimization.

Navigate to Campaigns

Open your advertising console to access your active campaigns and marketplace settings.

Step #1: Click Campaign Manager under the Advertising menu. — Click **Campaign Manager** under the Advertising menu.

Step #2: Click the expand sidebar button on the left navigation panel. — Click the expand sidebar button on the left navigation panel.

Step #3: Click United States to confirm or switch your target marketplace. — Click **United States** to confirm or switch your target marketplace.

Step #4: Click Campaigns in the left sidebar menu. — Click **Campaigns** in the left sidebar menu.

Step #5: Click your target campaign to optimize. — Click your target campaign to optimize.

Verify the Base Bid

Before adjusting placement percentage modifiers, verify the default base bid set at the targeting level within the ad group.

Step #6: Click Ad groups in the campaign navigation menu. — Click **Ad groups** in the campaign navigation menu.

Step #7: Click on the ad group name to view its targeting details. — Click on the ad group name to view its targeting details.

Step #8: Click Targeting in the left sidebar menu. — Click **Targeting** in the left sidebar menu.

Step #9: Review the current base bid value in the Bid column. — Review the current base bid value in the **Bid** column.

The final bid for a placement is calculated as: Base Bid + (Base Bid × Placement Adjustment %). For example, a $0.52 base bid with a 15% Top of Search adjustment results in a maximum bid of approximately $0.60 for that placement.

Review Performance and Update Placement Adjustments

Evaluate recent performance data across different placements before applying new percentage adjustments.

Step #10: Click Bid adjustments in the campaign left sidebar menu. — Click **Bid adjustments** in the campaign left sidebar menu.

Step #11: Click the date range filter in the top toolbar. — Click the date range filter in the top toolbar.

Step #12: Click Last 7 days to review recent placement metrics. — Click **Last 7 days** to review recent placement metrics.

Step #13: Click the percentage input field under the Bid adjustment column for the placement you want to modify (e.g., Top of search (first page)). — Click the percentage input field under the **Bid adjustment** column for the placement you want to modify (e.g., **Top of search (first page)**).

Step #14: Enter the new percentage value and click Save. — Enter the new percentage value and click **Save**.

Q: Where do I find the base bid before adjusting placement percentages?

A: Base bids are located at the ad group level. Open the campaign, select Ad groups, select your specific ad group, and click Targeting to see the keyword or target base bid.

Q: How does Amazon calculate the placement adjustment?

A: Amazon increases your base bid by the specified percentage for that specific placement location. For instance, a $0.52 base bid with a 15% adjustment adds roughly $0.08 to your bid when competing for Top of Search.

Q: How should I determine what percentage adjustment to set?

A: Use the date range filter to compare recent performance (such as the last 7 days) against overall historical performance to see which placements are converting profitably before increasing or decreasing bids.

Term	Definition
Base Bid	The default cost-per-click bid set at the keyword or targeting level within an ad group.
Bid Adjustment	A percentage increase applied to the base bid when an ad is eligible to show in a specific placement.
Top of Search (first page)	The ad placement location appearing at the very top of the first page of Amazon search results.
Rest of Search	Ad placements appearing in the middle or bottom of search result pages or on page two and beyond.

How to Adjust Placement Bids in Amazon Ads

Learn how to verify base bids, evaluate placement performance, and adjust placement bid percentages in Amazon Campaign Manager.

August 27, 2026 By Hafiz Hamza

Learn how to adjust placement Amazon Advertising Campaign Manager to optimize ad spend across different search placements.

This guide applies to Amazon PPC managers and e-commerce sellers managing Sponsored Products campaigns during ongoing campaign optimization.

Navigate to Campaigns

Open your advertising console to access your active campaigns and marketplace settings.

Verify the Base Bid

Before adjusting placement percentage modifiers, verify the default base bid set at the targeting level within the ad group.

Review Performance and Update Placement Adjustments

Evaluate recent performance data across different placements before applying new percentage adjustments.

Q: Where do I find the base bid before adjusting placement percentages?

A: Base bids are located at the ad group level. Open the campaign, select Ad groups, select your specific ad group, and click Targeting to see the keyword or target base bid.

Q: How does Amazon calculate the placement adjustment?

Q: How should I determine what percentage adjustment to set?

Term	Definition
Base Bid	The default cost-per-click bid set at the keyword or targeting level within an ad group.
Bid Adjustment	A percentage increase applied to the base bid when an ad is eligible to show in a specific placement.
Top of Search (first page)	The ad placement location appearing at the very top of the first page of Amazon search results.
Rest of Search	Ad placements appearing in the middle or bottom of search result pages or on page two and beyond.