Your Amazon ads convert at 25% in one placement and 7% in another. Most sellers
By Anthony Nguyen 🟢 · April 28, 2026 · Curated by George's Blog
Your Amazon ads convert at 25% in one placement and 7% in another. Most sellers bid the same for both.
Here is the placement breakdown we see across hundreds of campaigns:
➡️ Top of Search: 25% CVR. Highest intent. Shoppers are ready to buy.
➡️ Rest of Search: 15% CVR. Moderate intent.
➡️ Product Pages: 7% CVR. Comparison shoppers. Lowest intent.
That means a click on a product page is 3.5x less likely to convert than a click at the top of search.
But Amazon will happily serve your ads on product pages all day if you let it.
Cheaper clicks, lower conversion, and worse ACoS.
Here is what we do on every account:
1. Pull placement performance by campaign.
2. Find campaigns where product page spend is high and CVR is low.
3. Set product page modifier to 0%.
4. Increase Top of Search modifier by 25-50%.
5. Use "Dynamic bids - down only" so Amazon cannot override your placement choices.
One change. Same budget. Spend shifts from 7% CVR traffic to 25% CVR traffic.
If you have never looked at your placement breakdown, do it today. The data will surprise you.