Amazon Advertising Placements Explained: TOS vs Rest of Search vs PDP

Published on November 13, 2025

About this video

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If your advertising team keeps mentioning TOS, rest of search, and PDP but you're not sure what they mean, this video breaks down these Amazon advertising placements in simple terms. Understanding where your Amazon ads appear is crucial for optimizing your Amazon PPC campaigns and making smart budget decisions.

Top of search placements include sponsored brands ads that appear at the very top of Amazon search results - both static image ads and sponsored brand video ads. The first row of sponsored products also counts as top of search placement. These Amazon sponsored ads positions are usually expensive but highly visible to customers.

Rest of search refers to all the sponsored products that appear below the top row throughout the search results page. These Amazon PPC ads are typically more affordable than top of search while still providing good visibility, especially for products that customers might browse through multiple options.

Product display pages or PDPs are individual product pages where sponsored display ads appear on the right side below the buy box. These Amazon advertising placements also include sponsored brands and sponsored products that show up when customers scroll down past reviews and A+ content. PDP ads usually generate many impressions at lower costs compared to search result placements.

Each placement type serves different purposes in your Amazon advertising strategy. Top of search maximizes visibility but costs more, rest of search offers balanced cost and exposure, while PDP targeting captures customers already interested in similar products. Understanding these Amazon ads placements helps you allocate your Amazon PPC budget more effectively across different campaign types.

Whether you're running sponsored products, sponsored brands, or sponsored display campaigns, knowing where your ads appear influences your bidding strategy and expected performance. This knowledge is essential for any Amazon advertising campaign optimization.

Contents: 00:00 Introduction to Amazon advertising placements 00:20 Top of search explained with examples 00:56 Understanding rest of search positioning 01:44 What are product display pages (PDPs) 02:32 Where PDP ads appear on product pages 03:07 Cost considerations for different placements

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Transcript

Hi guys, I'm going to be really short today. So if you're a brand owner and your advertising team keeps saying things like PDP, toos, rest of search and those kind of stuff, I'm going to just quickly walk you through what's actually going on. So when they say that you need to optimize for top of search, that means this. So top of search are these guys. So the placements that appear on very top of the search, the first one is sponsored brands. It can be sponsored brand static ad like an image ad. It can be sponsor brand video as in this case. And then the first row is top of search. So that's what you want to see want to accomplish most of the time. So these are all sponsored as you can see it's highlighted. And then after that you have the organic top of search. So this is top of search in paid and this is organic. Now those spots are usually very expensive in most of the cases but you shouldn't forget the rest of search. So here's all of these five are also rest of search. So this is complete rest. It's not top it's the rest. Then on the rest of search you have this sponsored brands again. Then some of the sponsors some of the organic. So this is all rest of search. So rest of search is also pretty fine. You shouldn't be unhappy if you land over here, especially if your product can be uh maybe misspelled or something. You know, see when I typed crazy squirrel feeders, if somebody's looking visually for something uh and there are all kinds of different stuff over here, they will most likely scroll through the end of the page, maybe even page two, um if that even exists. know so the point is it makes sense to also push for rest of search if that's something that you need to do because of the uh prices on the top of search now the the last one so we covered top of search we covered rest of search the last one you need to understand are the product display pages or PDPs so this is the one um typically ads on this one appear like on the right just below the buy box so it's catchy you know especially If you do a good job in in your main image or if you're using logo or a custom image, uh this is pretty good one. That's usually sponsored display and you have sponsor brand sponsored products can be sponsored brands also below. Then f further down you will see all of these are actually sponsored. So something to be aware that when somebody scrolls down to your um uh reviews they will see all of the others and if they go way past below the A+ again sponsor. So this is the product display page or PDP. So that's where additional your ads will appear usually very cheap um bring a lot of impressions but um it's also something to take into consideration. So, that's all for today. I hope you understood once and for all. It's not that uh complicated. And see you tomorrow in the next video.

Frequently asked questions

What is top of search placement on Amazon and what ad types appear there?

Top of search refers to the very first sponsored positions on a search results page. It includes a Sponsored Brands banner at the very top, which can be a static image or a video ad, followed immediately by the first row of Sponsored Products. These are the most visible positions on the page and typically carry the highest CPCs because they capture shoppers at peak attention before any scrolling occurs.

What is rest of search and when does it make sense to target it?

Rest of search includes all sponsored positions below the first row of results, continuing throughout the page between organic listings and at the bottom of the page. It is generally less expensive than top of search and can be effective for products that shoppers browse visually or compare across multiple options before deciding. For categories where shoppers scroll through many results, rest of search placements can capture meaningful traffic at lower cost per click.

Where do product display page ads appear and what makes them different from search placements?

Product display page ads appear on individual product detail pages rather than on search results. The most visible position is just below the buy box, where Sponsored Display and Sponsored Products ads appear while a shopper is actively evaluating a competitor's or your own product. Further down the page, additional sponsored placements appear near the reviews section and below A+ Content. PDPs typically generate high impression volumes at lower CPCs than search placements, but the shopper is in a different mindset compared to someone actively searching, which affects conversion rates.