We run auctions to determine which ads to show to shoppers based on their search.
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When shoppers search Amazon for products, we run a real-time auction to decide which ads, if any, will appear for relevant searches and in which order those ads will show on the page.
Ads selected to compete in the auction must meet a minimum relevance criteria. Ads that compete in the auction are ranked and displayed to shoppers based on a combination of the seller’s bid and the ad’s relevance to the shopper's search.