In the competitive world of e-commerce, visibility is everything. As 2025 unfolds, sellers on Amazon are finding that success isn’t just about having great products — it’s about making sure those products are seen by the right people at the right time. That’s where Amazon ad placements come in.
In this guide, we’ll break down the different types of Amazon ad placements available in 2025, how they work, and how sellers can use them to improve their performance. Whether you’re running Amazon PPC campaigns, Sponsored Display ads, or diving into Amazon DSP placements, you’ll find practical strategies to optimize your ad spend and boost conversions.
Understanding Amazon Ad Placements
Amazon ad placements refer to where your ads appear on and off the Amazon platform. With Amazon’s growing inventory of ad real estate, knowing where your ads are shown has become more important than ever.
Some of the most common ad placements include:
- Top of Search: The premium placement at the top of Amazon search results.
- Rest of Search: Ads that appear below the fold on the first page or on subsequent pages.
- Product Detail Pages: Ads shown on a competitor’s or complementary product page.
- Off-Amazon (via DSP or Sponsored Display): Ads that appear on third-party websites, apps, or other digital channels.
These placements directly influence visibility, click-through rates (CTR), and ultimately, your return on ad spend (ROAS). Understanding which placements align best with your goals is key to a successful Amazon advertising strategy.
Amazon PPC Placement: What Sellers Need to Know
Pay-per-click (PPC) remains the go-to advertising method for many Amazon sellers. But what many overlook is the importance of Amazon PPC placement.
With Sponsored Products, sellers can adjust placement bids to increase the chances of appearing in high-performing spots like the Top of Search. In 2025, Amazon’s placement reports allow sellers to view metrics segmented by placement, including:
- Impressions
- Clicks
- Cost per click (CPC)
- Conversion rate
Tips to Optimize Amazon PPC Placement
- Use placement bid adjustments to boost bids for Top of Search if it’s generating better conversions.
- Analyze placement reports regularly to determine where your ads perform best.
- Create separate campaigns to isolate performance by placement and keyword match type.
By focusing on the right Amazon PPC placements, sellers can get the most out of their ad spend without overspending on low-converting placements.
Amazon Sponsored Display Ads Placement: Targeting Smarter
Sponsored Display is Amazon’s solution for targeting shoppers based on behavior, interest, and past interactions. In 2025, Amazon Sponsored Display ads placement has evolved with more refined targeting and greater reach.
Your ads can now appear:
- On Amazon product detail pages
- On the Amazon homepage
- On third-party websites and mobile apps
- In remarketing funnels across the web
This makes Sponsored Display ads ideal for retargeting previous visitors or cross-selling complementary items. With Amazon Sponsored Display ads placement, you’re no longer limited to in-platform visibility — your ads follow the shopper wherever they go.
Best Practices for Sponsored Display Placements
- Use audience retargeting to reach users who viewed your product but didn’t purchase.
- Combine Sponsored Display with Sponsored Products for full-funnel coverage.
- Customize creatives with product images, reviews, and calls-to-action that align with the placement.
As competition increases, Sponsored Display offers a strategic way to stay visible beyond the crowded search results.
Deep Dive into Amazon DSP Placements
For advanced sellers and brands with higher budgets, Amazon DSP (Demand-Side Platform) is the most powerful tool for programmatic advertising. Amazon DSP placements allow you to reach audiences both on and off Amazon, with more control over where your ads appear.
Placements available through DSP include:
- Amazon-owned websites: IMDb, Twitch, Amazon.com
- Streaming and OTT content: Ads on Fire TV and other connected devices
- Third-party websites: Via Amazon’s extensive network of partners
Benefits of Amazon DSP Placements
- Audience Targeting: Use detailed shopping and browsing data to target lookalike audiences.
- Brand Safety: Control where your ads appear and avoid low-quality sites.
- Cross-channel Retargeting: Reach users on multiple devices and platforms.
While DSP campaigns typically require a larger budget, the increased control and insights into audience behavior make it an invaluable asset for established brands looking to scale.
Comparing Ad Placement Types: Which One’s Right for You?
Not every seller will benefit equally from every placement type. Here’s a quick comparison to help you decide where to focus:
| Placement Type | Best For | Platform Reach | Targeting Options |
| Amazon PPC placement | Sales-driven ads | On-Amazon only | Keywords, products |
| Sponsored Display | Retargeting, cross-selling | On & off Amazon | Views, interests, purchases |
| Amazon DSP placements | Brand awareness, large-scale reach | On & off Amazon | Behavioral, demographic, geographic |
Each ad type serves a purpose in the funnel. Sellers should tailor their strategy based on campaign goals, budget, and audience intent.
Tips to Optimize Amazon Ad Placements in 2025
Now that you know the types of Amazon ad placements, here’s how to maximize their effectiveness:
- Segment Campaigns by Placement: Run separate campaigns for different placements to better monitor and optimize.
- Use A/B Testing: Test creatives for different placements (e.g., Sponsored Display vs. DSP) to identify what converts best.
- Monitor Placement Performance: Use Amazon’s placement reports to track ROAS and reallocate budget accordingly.
- Automate Smart Bidding: Let Amazon’s machine learning tools optimize bids based on placement performance.
Common Mistakes to Avoid with Ad Placements
Avoid these pitfalls when managing Amazon ad placements:
- Ignoring placement data: Many sellers focus only on keywords and ignore where their ads appear.
- Not adjusting bids by placement: Top of Search often converts better — don’t treat all placements equally.
- Overlapping audiences: Running DSP and Sponsored Display ads with the same targeting can lead to inefficiencies.
Future Trends in Amazon Ad Placements
Looking ahead, several trends are shaping the future of Amazon advertising:
- AI-Powered Optimization: Expect Amazon to roll out more automation tools that dynamically adjust placements.
- Growth of Video and OTT Ads: Video ads will become a dominant format, especially in Amazon DSP placements.
- Better Attribution Models: Sellers will gain more insights into how different placements contribute to conversions.
Staying updated with these trends can help sellers remain competitive and agile.
Conclusion
Mastering Amazon ad placements in 2025 is essential for any seller aiming to scale profitably. From fine-tuning Amazon PPC placements to exploring the full-funnel power of Sponsored Display and DSP, the opportunities are vast — but so is the competition.
By understanding the strengths of each ad type, continuously analyzing performance, and aligning placement strategies with business goals, sellers can make smarter decisions that drive real growth.