Why Using Top of Search (TOS) in Your Amazon PPC Campaigns is Crucial


Welcome to our comprehensive guide on the importance of utilizing Top of Search (TOS) placements in your Amazon PPC campaigns. TOS placements refer to the sponsored ads that appear at the top of Amazon's search results page. In this article, we will explore why TOS is crucial for your advertising strategy, how it can improve your conversion rate, and its impact on your organic ranking for specific keywords.

What is Top of Search (TOS)?

Top of Search (TOS) refers to the prime advertising space at the top of Amazon's search results page. These placements are part of Amazon's Pay-Per-Click (PPC) advertising program and allow sellers to bid on specific keywords to display their sponsored ads prominently.

When a customer searches for a particular keyword on Amazon, the TOS ads related to that keyword appear at the top of the search results. This prime placement increases the visibility and exposure of your products to potential customers, driving more traffic to your listings.

The Importance of TOS in Your Amazon PPC Campaigns

Using TOS placements in your Amazon PPC campaigns offers several key advantages:

1. Increased Visibility and Click-Through Rate (CTR)

TOS ads have a prominent position on Amazon's search results page, making them highly visible to customers. When your ad appears at the top of relevant search results, it is more likely to catch the attention of shoppers and entice them to click on your listing. This increased visibility can lead to higher click-through rates (CTR) compared to ads displayed in lower positions.

2. Higher Conversion Rate

One of the significant benefits of TOS placements is their impact on conversion rates. TOS ads typically have a higher conversion rate compared to ads displayed in other positions on the search results page. The prime placement and increased visibility help establish trust and credibility with customers, leading to a higher likelihood of them making a purchase.

When customers see your ad at the top of the search results, they perceive your product as more authoritative and trustworthy, increasing their confidence in your brand. This positive perception translates into a higher conversion rate, resulting in more sales for your business.

3. Improved Organic Ranking for Specific Keywords

Another crucial benefit of using TOS placements in your Amazon PPC campaigns is their impact on organic ranking. When your ad receives high click-through rates and conversions, it sends positive signals to Amazon's algorithm about the relevance and popularity of your product for the targeted keyword.

Amazon's algorithm takes into account various factors, including click-through rates, conversions, and customer engagement, when determining the organic ranking of products. By leveraging TOS placements and generating high-performance metrics, you can increase your organic ranking for the specific keyword associated with your ad. This can result in sustained visibility and sales, even without continued PPC advertising.

Tips for Maximizing TOS Placement Effectiveness

To make the most out of TOS placements in your Amazon PPC campaigns, consider the following tips:

1. Keyword Research and Optimization

Thorough keyword research is crucial for targeting the right keywords in your TOS campaigns. Identify relevant keywords with high search volume and optimize your product listings to include those keywords naturally. This increases the chances of your ads appearing in TOS placements when customers search for those keywords.

2. Strategic Bidding

Set competitive bids for your targeted keywords to increase your chances of securing TOS placements. Be mindful of your budget and carefully monitor the performance of your campaigns to optimize your bidding strategy over time.

3. Compelling Ad Copy and Imagery

Create compelling ad copy and visually appealing imagery that captures the attention of customers. Highlight the unique selling points and benefits of your product to entice shoppers to click on your ad and make a purchase.

4. Continuous Campaign Optimization

Regularly analyze the performance of your TOS campaigns and make data-driven optimizations. Adjust your bids, test different ad variations, and refine your targeting based on the insights you gather. Continuous optimization ensures that your campaigns remain effective and drive maximum results.


Utilizing Top of Search (TOS) placements in your Amazon PPC campaigns is crucial for maximizing your advertising effectiveness. TOS ads provide increased visibility, higher conversion rates, and the potential to improve your organic ranking for specific keywords. By implementing strategic bidding, compelling ad copy, and continuous campaign optimization, you can leverage TOS placements to drive more traffic, increase sales, and boost the visibility of your products on Amazon.

To learn more about Amazon PPC and other e-commerce strategies, visit our blog. We provide valuable insights and resources to help you succeed in the competitive online marketplace.

Flummox is a brand acceleration house specialized in acquiring locally proven Amazon-native brands and expanding their reach by opening distribution across Europe on Amazon and other online marketplaces. Reach out if you’re interested in learning more!

Related Posts