Top of Search is supposed to be the expensive placement. On your own brand terms
By Alexanderswade · October 10, 2026 · Curated by George's Blog
Top of Search is supposed to be the expensive placement.
On your own brand terms, our data tells a different story.
We analysed 324,203 branded Sponsored Products clicks across seven brands and eleven brand-markets.
Same campaign. Same day.
Top of Search was cheaper on 89% of the paired campaign-days.
The median TOS to PDP CPC-Ratio was 0.51x , which means on avg we only payed 50% of what we did pay for PDP clicks
On generic exact keywords in the same accounts? The ratio flipped to 1.56×
This is what we did expect and what every operators knows!
This Big Question we Have is: WHY
Why is TOS Cheaper ?
Small Spoiler, its not because our Bids had been set to be cheaper.
In fact TOS Bids have been extremly high compared to PDP bids, still we payed less.
If you want to learn why this might be case, I've recorded a walkthrough of the research on my Amazon Ads Raw YouTube Channel, you will find all links if you look for them!
These are established brands in accounts we manage. The numbers describe that sample.
Open your placement report and divide branded Top of Search CPC by product-page CPC.
What ratio do you get?
Stay curious.