Amazon's SERP (Search Engine Results Page) product layout and advertising placements vary between mobile and desktop devices. The three key differences are:
Top of Search (ToS) Advertising Placements: On desktop, the first four placements are ToS advertising. However, on mobile, the number of ToS placements depends on the product layout. If there are two products in one line, there will be only 2 ToS placements. If there is only one product in a line, there will be two ToS placements, followed by the first and second organic ranks, and then the third and fourth ToS ad placements.
Sponsored Brands Video Advertising Placement: On mobile, Sponsored Brands Video advertising is placed right below the Highly Rated/Trending Now ad placement. On desktop, there are ten more placements above the Sponsored Brands Video ad, indicating that video advertising is more prominent on mobile.
Scrolling: Mobile uses an infinite scroll, while desktop uses pages.
To optimize advertising strategy, it's recommended to check the mobile layout Amazon uses for your top keywords and your organic rank. If your organic rank is 1 or 2 and Amazon uses a layout with one product in line, ToS advertising may not be necessary, and switching to RoS (Rest of Search) might be more beneficial. It's also suggested to check business reports to understand the percentage of your traffic that is mobile vs. desktop, to better decide which layout to focus on.
