Randy Orton asked for "the other guy" (read: the loser), so he had a match with Cena at the same pay-per-view.
Ambrose lost his match and ended his night flat on his back after a possible encounter with Sister Abigail and an attack from the returning Bray Wyatt. He is moving back to the mid-card.
Cena won his match and ended his night triumphant as the new number one contender to the WWE world heavyweight championship currently held by Brock Lesnar. He is moving up to the main event.
I am Jack's complete lack of surprise.
WWE has announced Cena vs. Rollins for Monday Night Raw tonight, just one night after Hell in a Cell. So Cena still gets his match with Rollins except he picked up number one contender status along the way.