Placement Performance Analyzer

The Sponsored Products bulk file: Campaign Manager → Bulk operations → request a file with a date range of 30–60 days and performance data included. The placement rows sit under the entity Bidding Adjustment and carry their own impressions, clicks, spend, sales and orders. A settings-only export contains the modifiers but nothing to judge them against, and the tool will tell you so rather than producing numbers from nothing.

Because conversion rate is a property of the placement and ACOS is not. Shoppers at the top of search are further along than shoppers browsing a competitor's detail page, and that difference shows up as conversion rate regardless of what you bid. ACOS, by contrast, is spend divided by sales — and your spend at each placement is your keyword bid multiplied by your placement modifier. Optimising modifiers on ACOS means optimising partly on your own previous modifier settings. It is circular, and it is why so many accounts oscillate.

No, and that surprises people. The modifiers describe the relative value of each placement, which does not depend on your profit goal. Your target ACOS sets the base bid — the absolute price you are willing to pay for a click. Change the target in the controls and you will see the recommended ad group bid move while the modifier column stays exactly where it was. That separation is the correct behaviour, not a bug.

Usually not. If Top of Search also has your best conversion rate — and it very often does — then the high ACOS means you are paying too much per click, not that the placement is bad. Reducing the modifier gives up your best-converting position and pushes the same budget toward placements that convert worse, so ACOS gets worse rather than better. Lower the keyword bid instead. The tool detects this pattern and flags it explicitly on the campaigns where it applies.

It is a bid adjustment for B2B shoppers, and it is an overlay rather than a fourth placement — that traffic already appears inside Top of Search, Rest of Search and Product Pages. If you add all four rows together, your placement spend comes out higher than your campaign spend, which is how you can tell something is wrong. This tool reports it on the Placement Mix tab and excludes it from every calculation.

Monthly at most, on 30 to 60 days of data. Placement data accumulates slowly, and weekly adjustment is one of the more expensive habits in Amazon PPC — you end up measuring your own changes rather than the market. The tool reads the date range out of the bulk filename and warns you when the window is too short to support a decision.

Yes. It contains only the placement rows whose modifier changed, with Operation set to Update and every other value carried over untouched from your own file — including the placement names, which are deliberately not rewritten. Review it first, as you should with any bulk upload, then submit it through Bulk operations. Nothing else in your account is affected.

Not yet. Sponsored Brands uses a different placement vocabulary and Sponsored Display has no placement modifiers at all, so folding them in would mean three different sets of rules behind one button. This tool reads the Sponsored Products sheet only. If your bulk file contains the other tabs they are simply ignored rather than misread.

No. The file is read by JavaScript in your browser and discarded when you close the tab. There is no server and no account. Load this page, disconnect from the internet, and everything still works — which is the only proof of that claim worth anything.