CVR is orders divided by clicks. It anchors how much each click is worth — and therefore your maximum profitable bid.
CVR (Conversion Rate) is the percentage of ad clicks that become orders.
Formula: CVR = (orders ÷ clicks) × 100
CVR is the single most important number for bid math, because it converts clicks into expected revenue: expected revenue per click = CVR × average order value. Multiply by your target ACOS and you get the maximum bid that hits your target.
Amazon CVRs commonly land between 5% and 15%, but vary hugely by category, price point, and review count. Small samples lie: 10 clicks with 0 orders is statistically meaningless for a product converting at 10% — judging a keyword fairly takes 30+ clicks.
Use the PPC budget calculator to see how CVR drives the budget needed to hit a sales goal.
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