We have extended the Ad Optimizer to support Sponsored Brands placement bid adjustments for “Top of Search”.
With this update, you can now configure placement settings for:
Top of Search
Rest of Search
This setup is fully aligned with the structure and behavior in the Amazon Advertising Console, providing a consistent campaign management experience.
Additionally, we have aligned the Ad Optimizer with a recent update from Amazon:
They standardized placement settings for SBs to support only positive bid adjustments. In the Amazon Advertising Console they are no longer supported and Amazon Advertising API support for negative values is expected to be discontinued starting June 15th, 2026. Therefore, the Ad Optimizer now only allows placement bid adjustment values between 0% and 900%.
Please note:
All existing active settings with negative values will remain unchanged. According to Amazon’s communication, existing campaigns with negative bid adjustments will continue to run with their current settings.