Amazon Options and Placement Multipliers
Define how Trellis and Amazon handle real-time bid adjustments and control where your ads appear across placements.
Overview
Amazon Options help you fine-tune where and how your ads compete during auctions.
Trellis integrates with Amazon’s native bidding strategies and placement modifiers to maximize visibility while maintaining efficiency.
You’ll find these options in Advanced Settings → Amazon Options.
Algorithmically Manage Placement Multipliers
When enabled, Trellis automatically manages your placement adjustments (Top of Search, Product Pages, Rest of Search, etc.)
This allows Trellis to optimize for the placements delivering the best ROAS and conversions, without manual tuning.
Use when:
You would like Trellis to balance placement visibility dynamically.
Turn off when:
You want to set specific percentage adjustments yourself (for testing or fixed spend allocation).
Bid Strategy
Defines how Amazon adjusts your bid during live auctions.
| Option | Description | Best Use Case |
|---|---|---|
| Up/Down | Increases your bid for high-conversion opportunities and lowers it for weaker ones. | Broad scaling campaigns; aggressive strategies. |
| Down Only | Decreases bids when conversion likelihood is low, but never raises them. | Recommended Setting: Efficiency-focused campaigns; conservative strategies. |
| Fixed | Keeps your bid constant; ignores Amazon’s conversion predictions. | Manual testing, stable campaigns, or exact control. |
Example:
You sell high-demand products but want to avoid overspending. Choosing Down Only keeps your bids efficient by letting Amazon drop them when traffic is low-quality.
Placement Multipliers
Placement modifiers let you increase bids for specific ad positions.
These are additive percentages on top of your base bid.
| Placement | Description | Example |
|---|---|---|
| Top of Search (%) | Boosts bids for the most visible ad slots at the top of Amazon’s search results. | 50% → $1 base bid becomes $1.50 for top placement. |
| Product Pages (%) | Targets competitor or complementary ASIN detail pages. | 20% → $1 base bid becomes $1.20 on product pages. |
| Rest of Search (%) | Covers middle or bottom search placements at lower cost. | 30% → $1 base bid becomes $1.30 for secondary listings. |
| Amazon Business (All Placements) (%) | Increases bids for B2B customers and bulk buyers. | 25% → $2 bid becomes $2.50 for Amazon Business audiences. |
Example Scenarios
| Goal | Recommended Setup |
|---|---|
| New Product Visibility | Up/Down strategy + Top of Search 50% boost. |
| Margin Protection | Down Only strategy + Trellis-managed placements. |
| Competitor Targeting | Down Only strategy + Product Pages 20–30% boost. |
Best Practices
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Use Algorithmically Manage Placement Multipliers if you want Trellis to continuously test and reallocate spend across placements.
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Use manual percentages if you’re confident in where your products perform best.
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Keep Top of Search boosts moderate (30–60%) to maintain cost balance.
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Product Page targeting is ideal for conquesting or cross-selling.
💡 Tip: Amazon’s placement data updates daily. Trellis automatically integrates this with your campaign metrics to make smarter placement decisions over time.