Amazon PPC glossary
Placement multiplier
A bid adjustment tied to a specific placement, such as top of search, that can inflate the effective cost per click well above the base bid.
Where it matters most: Book 5, The Advanced PPC Clarity Guide, in the chapter “Bid Mechanics and Targeting Structure.”
Go deeper
The glossary gives you the one-line answer. The Advanced PPC Clarity Guide explains why it matters and what to do about it.