What Is Top Of Search In Amazon PPC And How To Make The Most Out Of It

What exactly is “Top of Search” in Amazon PPC - and is it worth the extra spend?

That’s what I wanted to figure out in my latest YouTube video.

So, I invited Adrian and Kris from AdFixer to join me for a deep dive into this strategy.

Together, we broke down how Top of Search works, why it matters, and most importantly, how to use it smartly.

From setting up exact match campaigns with bid multipliers to deciding if your product is even ready for that high-visibility spot, we covered it all.

We also dug into long-tail keyword targeting and campaign layering alongside the effect of taking all four top-of-search slots with your own products.

Spoiler alert: It’s a strong strategy when done right.

This article is a full recap of our conversation - ideal if you want clear, practical advice on how to make Amazon's Top of Search work for your brand.

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What Does “Top of Search” in Amazon PPC Actually Mean?

Vova: Hey everyone!

So, let’s start with a simple question: what exactly is "Top of Search" in Amazon PPC?

And more importantly, how can you use it in a smart way to get better results from your ads?

Today, I’ve got two awesome guests with me - Adrian and Kris from AdFixer.

AdFixer is a tool that helps automate your Amazon PPC campaigns to save time and improve ads performance.

Adrian and Kris are going to break down what "Top of Search" really means, and they’ll also share some useful tips and strategies to help you get the most out of it.

They also run an agency called Amvisible, which is kind of like an all-in-one service for Amazon sellers.

It covers everything from launching products to running ads and more.

I’ve actually lined up some special deals on their services that I think you’ll really like.

But for now, let’s dive into the topic.

Adrian, Kris - welcome, and let’s talk Top of Search!

Kris: Great to be here, Vova.

Thanks for having us!

It is always a pleasure to chat with you.

So, quick intro - I'm Kris, co-founder of AdFixer, and here with me is my colleague, Adrian.

Adrian: Hey everyone, I’m Adrian.

Really glad to be part of this conversation.

Let’s jump right into it.

How Do You Know if Your Product Is Ready for Top of Search?

Adrian: So, “Top of Search” is a key part of Amazon PPC strategy.

But the thing is, a lot of sellers approach it the wrong way.

Many assume their product is ready to compete at the top of search results, but there are a few big questions you need to ask yourself first.

Do you have strong enough profit margins?

Because if you’re barely making any profit, spending big on Top of Search probably isn’t smart.

Next, do you have enough budget to stay competitive there?

That placement can be pricey, and you need to be ready to spend.

But the biggest question is whether your product is truly ready for that kind of visibility.

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If your product has poor or fewer reviews than your top competitors, that’s a big red flag.

Also, if your pricing is higher than similar products without offering something better, it's going to be tough to stay at the top. 

You could actually end up wasting a lot of money fast.

So here’s how we handle it.

How Do You Set Up a Campaign for Top of Search?

Adrian: First, we make sure we’ve got a product that’s solid - something we feel confident in.

Then we do a bit of testing before going all in.

We start by picking a search term that seems promising.

Just one keyword, something very specific.

Then we create a manual campaign and target that keyword using the exact match type.

That way, the ad will only show when people search for that exact term.

We set a low base bid - around 10 to 15 cents - just to keep the cost down at first.

What Is the Role of Bid Multipliers at Top of Search?

Adrian: And here’s the smart part.

In the campaign settings, we use something called the Top of Search multiplier.

This tool lets us raise the bid just for that placement - sometimes up to 900% higher - but only for Top of Search spots.

This means our ad only shows up right at the top of the search results, and we’re not overpaying to show up in other places.

It’s a great way to see how well that specific keyword works when it’s in the best possible spot.

If customers are searching that term, they’ll likely notice the first few listings right away.

So if your product is there and looks great, that’s a big win.

But you might also learn that even in the top spot, the keyword doesn’t drive results.

And honestly, that’s okay - it’s part of testing and learning what fits.

What you should do is go back and improve different parts of your listing.

You might need to adjust your pricing to be more competitive, or work on getting more positive reviews to build trust.

These changes help your product stand out at the top of search results.

But here’s the thing - you’ve got to do all of that before you really go after Top of Search.

That spot costs more than other ad placements, so you need to be prepared.

Otherwise, it’s easy to spend a lot without getting good results.

That said, when you do it right, it’s a solid strategy.

You can aim to get all of your products - or even different variations of the same product - into those top spots.

That way, you take up more space on the first page of search results, which makes it harder for competitors to get noticed.

Just remember, this only works well if you've already taken care of the basics: good price, strong reviews, and a product that actually delivers.

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If those boxes are checked, Top of Search can be a powerful move.

Why Are Long-Tail Keywords Important for Top of Search?

Kris: And here’s another important tip - choose the right keyword.

Let’s say your product is in a category where the main keyword is something super broad, like “water.”

Don’t go after that right away.

It might sound great, but it’s likely packed with competition and super expensive.

Instead, try to focus on more specific terms.

For example, if you’re selling a bottle of water, maybe try “mineral water” or “glass water bottle.”

These kinds of keywords are more targeted and can give you better results without breaking the bank.

Adrian: Exactly.

Those are called long-tail keywords.

They’re usually less competitive and cost less for Top of Search placement.

But like Kris said, it really depends on your historical data too.

You’ve got to check which keywords have worked for your product in the past.

Use that data to help guide your decisions.

Then run some tests to see what performs best.

Once you find those winning keywords, you’ll have a clearer picture of what’s worth pushing to the top.

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-: Gentle Reminder:-

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Should You Take All Four Top of Search Slots With Your Own Products?

Vova: Yeah, so I have a question for you guys.

We’ve got a few products listed on Amazon Canada, and my business partner is the one handling our PPC there.

Right now, we’re actually taking up all four Top of Search ad spots with four different products from our brand.

So here’s what I’m wondering - are we accidentally cannibalizing our own sales by doing that?

Like, could having multiple products in those top positions mean they’re competing against each other instead of helping each other out?

Or maybe it’s actually a good thing because the clicks still stay within our brand.

Maybe the shopper doesn’t end up buying product A, but instead they go for product D.

Either way, they’re still buying from us, not a competitor.

All the products have good reviews and they’re converting pretty well.

But I can’t help but think - are they hurting each other in terms of performance?

Or is this actually a strong strategy?

What’s your take on that?

Adrian: Yeah, that’s a really common concern, but honestly, from our point of view, it’s actually a great strategy.

You’re basically taking away visibility from your competitors, which is a big win.

Think of it like this - if you had a shelf in a physical store and it was filled only with your brand’s products, wouldn’t that be ideal?

That’s kind of what you’re doing on the Amazon search results page.

It’s definitely a more aggressive approach, but it works, especially when it comes to brand awareness.

Shoppers start to recognize your brand because they keep seeing it at the top, again and again.

If your products have solid reviews, are converting well, and your margins can handle the cost, I’d say keep doing it.

Just make sure your budget supports it - if you’re working with a tight budget, it might not be the best move.

Vova: Thanks for that - it makes sense.

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Is It Smart to Appear in Other Placements Besides Top of Search?

Vova: I’ve got another question for you guys if that’s okay.

So, let’s say we already have those four Top of Search positions - should we also try to appear again on other parts of the page?

Like, if our product shows up at the top, does it make sense to show it again farther down the page, maybe in the middle or at the bottom?

I know this might be more of a deep strategy question, but I’m curious.

Basically, if we have the budget and it still works with our numbers, is it a good idea to grab even more space?

Or is that overkill?

What’s your opinion - should we go after those lower placements too?

Adrian: That’s again a very common concern, but honestly, we see it as a smart strategy.

From our point of view, taking up all those Top of Search spots is a strong move.

You’re basically not giving any room to your competitors, which is a huge advantage.

Think of it like owning an entire shelf in a store.

If only your products are visible, shoppers are much more likely to buy from you - there's just less distraction.

It’s definitely a more aggressive approach, but if you’ve got the budget and your products are converting well, it works.

Plus, it helps build brand awareness.

People keep seeing your name and your products, so they’re more likely to remember you.

If you're operating on a smaller budget, sure, this might not be the best route.

But if you’ve got strong margins and your listings are performing, I’d say keep doing it.

Vova: Got it, makes sense.

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Kris: Also, there’s one more thing to think about.

With Rest of Search placements, you can target more keywords.

In your Top of Search campaign, you're usually focusing on just one keyword - one specific topic.

But with Rest of Search, you can test out different terms, try more variations, and explore what else might work.

You can even use a separate Top of Search campaign that includes more keywords, and still be aggressive if it fits your goals.

And about your cannibalism question - yeah, sometimes that can happen.

If multiple products are competing for the same clicks, it might affect how each one performs.

But honestly, if you're holding those top spots and converting well, your ACoS should stay low and still work in your favor.

Vova: Okay, that’s pretty cool.

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How Should You Align Your Listing With the Keywords You Target?

Vova: Now, I'm just wondering, is there anything else you guys want to mention about Top of Search?

Maybe something we didn’t cover yet?

I think we already talked about needing high review counts and having a strong offer, right?

Since people usually click on those top spots first, especially when they’re looking at sponsored ads, it’s super important to make a good first impression.

But is there anything else you’d recommend?

Any last tips or thoughts that might help sellers get even better results with Top of Search?

Adrian: Yeah, I think there’s one more thing we didn’t really cover, and it’s actually super important.

When you decide to go all-in on a single keyword at Top of Search - especially with exact match - you need to make sure your entire listing is aligned with that keyword.

Let’s say your product is a LED lamp with USB.

If that’s the exact keyword you’re targeting, and you’re putting serious budget behind it, then your listing should clearly highlight the USB feature.

Show it off.

Explain the advantages of having that USB function - why it’s useful, how it adds value.

You can even adjust your product images to show the USB port more clearly, so the shopper sees right away that it matches their search.

Basically, you’re building your listing around that one keyword to increase the chances of converting.

If you have another LED lamp that doesn’t have USB, and you’re targeting a different keyword, then focus the listing on whatever unique feature that product offers.

So if you have multiple variations - some with USB, some without, or some with different features - you should align each listing with the specific keyword you’re bidding on.

That’s how you make the most out of Top of Search and get strong results from just one keyword.

Vova: So, if we're trying to build a strong sales and PPC strategy, I guess that means we need to make sure our product pictures and listing text really match the keywords we're targeting, right?

Like, if it’s a LED lamp with USB or a LED lamp with orange light, then we should actually show the USB port or the orange light clearly in the listing - either in the images or the copy.

Adrian: Yeah, exactly.

You want to include that keyword in your title, your pictures, and in at least one of the bullet points.

That way, you’re giving shoppers everything they need to see that your product matches what they searched for.

Also, try to get the most important info into the first 70 characters of your title - that’s what shows up first.

And it’s really important to only go after keywords that truly fit your product.

If your product doesn’t match, even a high bid won’t help.

People will click, realize it’s not what they want, and just leave.

So do your research first, and make sure your listing is a good match for the keyword you’re targeting.

What Final Tips Can Help You Succeed With Top of Search?

Vova: Alright, pretty cool!

Just a quick reminder for everyone - Adrian and Kris have put together some awesome deals for you, so definitely check out the button below.

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Also, I’ve added a playlist of our other videos together.

We’ve done a bunch of episodes covering Amazon PPC and more, so feel free to explore those too.

Check Out My Amazon PPC Playlist

Anything else you guys want to add before we wrap this up?

Or do you think we’ve covered the Top of Search pretty well?

Adrian: Yeah, I think we went over everything.

That felt pretty solid.

Vova: Awesome.

Thanks again for being here and for sharing all this valuable info - it was really helpful.

Adrian and Kris:

Thank you! Bye-bye!

Vova: It was a pleasure - bye!

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Conclusion

Top of Search can be one of the most valuable placements in Amazon PPC - but only if your product is truly ready for it.

As Adrian and Kris explained, strong reviews, competitive pricing, and high-quality listings are non-negotiable if you want to compete at the top.

Use exact match targeting, long-tail keywords, and bid multipliers to test what works.

Don’t be afraid to take up multiple top slots with your own products - as long as your budget and conversions support it.

And always align your listing visuals and copy with the keywords you're targeting.

Ultimately, the key is to test strategically and stay data-driven.

Focus on relevance, and let your performance data guide the way.

By the way, I'd also love it if you read the next post: it has the best uses for broad vs phrase matches in Amazon PPC. Enjoy!