How ThinkAd handles Amazon placement bid adjustments
When you use placement bid adjustments in your Amazon campaigns (for example, +40% for Top of Search), Amazon can increase your bids depending on where your ad appears.
To keep your optimization accurate, ThinkAd now automatically takes these placement adjustments into account when calculating bids for each target.
Do I need to change anything in my campaigns?
No changes are required on your side.
You can keep using your existing placement bid adjustments in Amazon as usual — ThinkAd reads the campaign’s performance data and factors these settings into its bid decisions automatically.
What data does ThinkAd use?
ThinkAd uses your Amazon Placement Report for the same time period that is used for optimization.
From this report, the system looks at:
How much traffic each placement receives
Which percentage multipliers are applied to those placements (Top of Search, Rest of Search, Product Pages)
Very small or inactive placements are ignored so that the calculation is based on meaningful data, not noise.
What actually happens behind the scenes?
In simple terms, ThinkAd calculates an overall “placement impact factor” for each campaign.
This factor reflects how much your bids are effectively increased on average because of placement adjustments.
When ThinkAd decides what the new bid for a specific keyword or target should be (based on your target ACoS or CPC), it adjusts that bid using this factor.
As a result, the final bid:
Matches your performance goals
Already accounts for the extra percentage multipliers Amazon may apply in different placements
You don’t see this factor in the interface, but it is always used in the background for campaigns where placement bid adjustments are enabled.
Which bidding strategies are supported?
ThinkAd supports:
Dynamic Bids – Down Only
Fixed Bids
Dynamic Bids – Up & Down
For each supported strategy, the system adjusts bids so that the expected impact of Amazon’s own bid changes (including “up & down”) is taken into account.
This helps keep your realized CPC closer to the level that is actually needed to hit your targets.
Key takeaway
You can safely use percentage placement adjustments in your Amazon campaigns.
ThinkAd automatically understands how these settings affect your real CPC and optimizes bids accordingly, with no extra setup or custom rules required from your side.
Article last updated March 2026. If you find this information to be out of date, please contact [email protected]