Placements

Placements are the three location groups where a Sponsored Products ad can appear: top of search, rest of search, and product pages.

Amazon slots your ad into these positions through the auction. Top of search sits above the organic results, rest of search sits lower in and beside them, and product pages sit on detail pages.

Your ad wins a top-of-search slot for "insulated water bottle," so it shows in the first row above the organic listings, where click-through is highest and so is competition.

Top of search usually converts best but costs the most. The three placements perform very differently, and reporting splits them out, so judging a campaign on a blended number hides which slot is actually carrying it.

Position is priced. Read it slot by slot.