CTR is clicks divided by impressions. On Amazon ads, low CTR signals weak relevance or unappealing listings.
CTR (Click-Through Rate) is the percentage of ad impressions that turn into clicks.
Formula: CTR = (clicks ÷ impressions) × 100
Typical Amazon Sponsored Products CTR runs roughly 0.3%–0.5%; strong placements on relevant keywords can exceed 1%. A CTR under ~0.2% usually means one of two things: the keyword doesn't match what shoppers actually want (intent mismatch), or your main image / price / reviews lose the comparison against neighbors on the search page.
CTR is also an input to Amazon's ad rank — ads that get clicked more win auctions at lower CPCs over time. Chronic low-CTR keywords rarely recover through bid changes alone; they're often better paused or the listing improved.
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