What Is Amazon Rest of Search Bid Adjustment?
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Quick answer
Amazon Rest of Search bid adjustment is a placement-level bid control within Amazon Ads. It lets advertisers apply a percentage multiplier to bids shown in search results placements outside the top-of-search block. This includes positions such as lower sections of search results pages and product detail pages. The adjustment is not a standalone bid; it modifies an existing keyword or targeting bid for those non-top placements. This control helps advertisers balance visibility and spend between premium top-of-search spots and other search inventory.
Understanding this setting is the first step before deciding whether to raise or lower your rest of search bids. Many sellers focus on top-of-search, but the rest of search placements can still contribute meaningful impressions and orders, especially for broader keywords or lower-funnel searches.
What counts as Rest of Search?
In Amazon Ads, Rest of Search refers to sponsored ad placements that appear below the top-of-search area on search results pages. It also includes placements on product detail pages. Unlike top-of-search, these placements are often less visually prominent, but they can reach shoppers who are still browsing and comparing options. The bid adjustment applies only to these non-top placements within the same campaign.
- Search results positions below the top block
- Product detail page placements
How the multiplier works
The Rest of Search bid adjustment is expressed as a percentage change from your base bid. For example, a 30% adjustment on a $1.00 keyword bid would raise the bid to $1.30 for those placements. A negative adjustment lowers it. The exact bid can still vary based on other campaign settings, but the multiplier gives you a separate lever for non-top placements without changing the top-of-search bid.
When this matters
Rest of search adjustments matter when you want to control spend efficiency across different page positions. If top-of-search is too expensive or competitive, increasing rest of search bids may capture lower-cost impressions. Conversely, if non-top placements generate clicks but few sales, a negative adjustment can reduce waste. Review placement-level performance before making changes. Tools like the Amz Ad Waste Detector - Amazon Ads Analytics Module can help identify wasted spend before you adjust bid multipliers.
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This definition is the foundation for the broader discussion of when Rest of Search bid adjustments are actually worth using. If you're evaluating whether to change these multipliers, consider how your campaigns perform outside top-of-search first.