The Amazon Placement Report.
You suspect one placement is carrying the account and another is quietly wasting it, and you want the bid adjustment that follows.
What the file contains.
Campaign performance split by where the ad appeared: top of search (first page), rest of search, and product detail pages. Same campaigns, same keywords, three genuinely different environments.
The differences are usually large enough to change decisions. Top of search typically costs more per click and converts better; product pages often cost less and convert worse, though a defensive campaign on a competitor's page can be worth a poor ACOS on its own terms. A single bid across all three is a compromise that is wrong in at least one of them.
Amazon lets you apply a percentage modifier per placement, which is what this report exists to inform. It is one of the few advertising levers where a small, evidence-backed change moves the whole campaign.
What it can tell you.
- Whether top-of-search is worth its premium for a given campaign
- Which placement is quietly consuming budget at a poor conversion rate
- What placement modifiers the data actually supports
- Whether a campaign's blended ACOS is hiding one bad placement
How to export it.
- 01Login to Amazon Seller Central
- 02Open Amazon Ads
- 03Navigate to Measurement & Reporting
- 04Click Sponsored ads reports
- 05Click Create report
- 06Under Report category, select Sponsored Products
- 07Under Report type, select Placement Report
- 08Set the Report period and your required Date Range
- 09Click Run report
- 10Download it once it has finished running.
- 11Upload the downloaded CSV/XLSX file here.
You end up with a CSV / XLSX file.
Where reading it goes wrong.
- 01
Setting a top-of-search modifier without checking conversion
Top of search costs more per click. It only pays if it converts enough better to cover the premium, and on some products it does not — the modifier then buys expensive traffic that behaves like cheap traffic.
SP Placement Report
ACoS by placement from your Placement report, with a bid modifier per campaign type from the B6 table. Surfaces the placements that spend and return nothing — the ones Amazon leaves blank.
- ACoS by Placement
- Bid Modifier per Campaign Type
- Zero-return Placements
The file is parsed in your browser. Report rows never reach our servers.
Reports to pull alongside it.
- SB Placement ReportWhat each Sponsored Brands placement builds rather than what it sells: the price of a customer new to your brand, branded searches, and where video is actually watched. Reads the columns the SP Placement Report module leaves behind — on one real account two placements sat a point apart on ACoS while one bought new customers $2.46 cheaper.
- Sponsored Products Campaign ReportThe only Amazon export carrying last year's impressions, clicks and spend beside this year's — so it can say whether a campaign is getting better, not just what it cost. Handles Amazon writing a last-year CPC of zero into campaigns that did not exist last year.
- SP Impression Share ReportThe only report that measures what you did NOT get. Your rank against other advertisers on each search term, and what share of its impressions you won — so a term you rank first on and barely show for stops looking like a success.