Report tool
Amazon placement report analyzer
Drop in your Placement report to see what top of search, rest of search and product pages earn per click, campaign by campaign, and what a click there can cost at your target ACoS. You'll also see which placement adjustments to lower.
- Free, no sign-up
- Your file stays in your browser
Drop your Placement report or bulk file here
The Placement report from Reporting (CSV or XLSX), or a Sponsored Products bulk file downloaded with placement data. 30 to 60 days works best.
Your report is read by your browser and never uploaded. Close the tab and it's gone.
A placement with fewer clicks than that is marked not enough data instead of being judged. Your target ACoS turns sales per click into the most a click can cost, shown as "up to" under each CPC.
How to analyze your Amazon placement report
- 1In the Amazon Ads console, open Reporting under Measurement & Reporting, start from the Placement template and pick the last 30 to 60 days.
- 2Download it as CSV or XLSX and drop it in above. A Sponsored Products bulk file works too, downloaded from Bulk operations with "Performance data" and "Placement data for campaigns" ticked. It also carries each campaign's current adjustments.
- 3Type your target ACoS. Sales per click times your target is the most a click in that placement can cost, and the tables put it next to what you actually paid.
- 4Open the By campaign tab before changing anything. An adjustment covers the whole campaign, and placements with too few clicks are marked not enough data.
- 5Take the changes as a CSV, or from a bulk file as an upload file you check and upload yourself at Bulk operations.
FAQ
What is the Amazon placement report?
It splits each campaign's impressions, clicks, spend and sales by where the ad showed. Top of search is the top of the first page of results, rest of search is everywhere else in search results, and product pages are ads on other products' detail pages.
The new Placement export calls rest of search "Other on-Amazon" and product pages "Detail Page on-Amazon", and it adds an "Off Amazon" line for ads shown on other sites. It also has no ad type column, so the same file can hold labels from other ad types. This tool keeps those in the totals and suggests changes only for the three placements you can set an adjustment for.
How do placement bid adjustments work?
An adjustment raises your bid in one placement by a percentage. Placement bid = bid x (1 + adjustment / 100), so a $1.20 bid with a 50% top of search adjustment bids $1.80 at the top of search and $1.20 everywhere without one.
To get a placement bid you want, work backwards with adjustment = 100 x (wanted bid / bid - 1). To bring that $1.80 down to $1.50, 100 x (1.50 / 1.20 - 1) = 25%.
Adjustments run from 0% to 900% and apply to every keyword and target in the campaign. 0% means no increase. It doesn't take you out of the placement, so you can't switch product pages off with one. With dynamic bids up and down, Amazon can also raise a bid at auction time, so a click can cost more than the placement bid.
How does the tool pick which adjustments to lower?
It compares what a click costs in a placement with what a click there earns. Most a click can cost = sales per click x target ACoS. A placement earning $4.00 a click at a 30% target can pay up to $1.20. If it pays $1.50, its ACoS is 37.5%, and 30 / 37.5 = 0.8, so its bid needs to come down 20%.
Bids only go down here, by at most 30% at a time, and changes under 3% are left alone. From a bulk file the tool works out the new adjustment with the sum above, rounded up to a whole percent so the cut stays inside 30%. From a Placement report it gives the cut, and you type the adjustment you have now to get the new one.
Where a placement sells at 70% of your target or less, the page says a higher adjustment might be worth a test. It's only a note. Nothing in the downloads raises a bid.
What the numbers can't tell you
A placement's results reflect the shoppers who see it as much as your bid. Lowering a bid changes how often you win that placement and what a click costs. Who's searching stays the same, and CPC doesn't always fall in step with the bid. So the cut is a starting point, and the next month's report tells you whether it worked.
Placements with fewer clicks than your minimum are marked not enough data. By default that's enough clicks for about 10 orders at your conversion rate, and never under 50. A placement with two orders can look great or terrible by chance.
What happens to your file
Your file never leaves your browser. The page reads it on your device, with no account and no upload. From a Placement report it reads the campaign, placement, impressions, clicks, spend, sales and orders columns, plus the currency and date range. From a bulk file it reads only the campaign and placement rows.
To turn a target ACoS into a bid, or see what an adjustment does to one, use the CPC calculator. For bids, budgets and search terms across the whole account, try the bulk file audit, and to find the searches that spend without an order, the search term report analyzer.