What is a good CTR on Amazon?

It depends on placement, category and keyword. A 2026 dataset of 69 managed accounts found a median Sponsored Products CTR of 0.69%, with most between 0.40% and 0.83%. Exact and branded keywords usually beat these figures, while broad and product page targeting fall below.

How is Amazon CTR calculated?

CTR is clicks divided by impressions, shown as a percentage. If your ad was shown 5,000 times and clicked 40 times, the CTR is 0.8%. Amazon Ads reports it for campaigns, ad groups, keywords and search terms.

Why is my Amazon CTR so low?

Common causes are irrelevant search terms, a weak main image, a higher price than nearby products, fewer reviews or a lower rating, or a title that hides the product type. Check search term relevance first, then compare your result card with the products shown beside it.

Does CTR affect Amazon ranking?

Amazon does not publish its ranking formula. Clicks are part of the path to sales, and sales strongly influence organic rank, so a better CTR usually helps indirectly. For ads, a better CTR means more clicks and sales from the same impressions and budget.

How can I increase CTR on Amazon ads?

Tighten targeting with negatives, test a clearer main image, lead the title with the product type and key benefit, price competitively, add a coupon when margin allows and test video. Amazon reports 67% higher CTR for Sponsored Products campaigns with video.

Amazon CTR: What Is a Good Click-Through Rate in 2026?

What changed: CTR = clicks / impressions, for ads and organic search
When: Updated October 2026
Who it affects: Sellers and vendors running Amazon ads or optimizing listings
What to do: Fix main image, price, rating and title before raising bids

Key takeaways

CTR is clicks divided by impressions; one 2026 dataset's median for Sponsored Products was 0.69%.
Main image, price, rating and title drive most of CTR; fix them before raising bids.
Amazon reports 67% higher CTR for Sponsored Products campaigns with video.

Click-through rate benchmarks

0.40%Lower quartile CTR, Sponsored Products

0.69%Median CTR, Sponsored Products

0.83%Upper quartile CTR

+67%CTR lift with video, per Amazon

Source: WisePPC 2026 (69 accounts); Amazon Ads, June 2026 US data

What is CTR on Amazon?

CTR measures attention. If your ad was shown 10,000 times and clicked 70 times, CTR is 0.70%. Amazon Ads reports CTR for every campaign, ad group, keyword and search term. Brand registered sellers can also see impressions and clicks for their brand against all results for a search in Brand Analytics, which shows organic and paid CTR together.

CTR is different from conversion rate. CTR is about the search result card; conversion rate is about the product page. You need both: a high CTR with low conversion pays for clicks that do not buy, while a low CTR with high conversion leaves sales unclaimed. See our Amazon conversion rate guide for the second half.

What is a good CTR for Amazon ads?

Published benchmarks vary and most come from vendors, so treat any single number with care. One measured 2026 dataset from WisePPC, covering 69 managed accounts from April to June 2026, found a median Sponsored Products CTR of 0.69%, a lower quartile of 0.40% and an upper quartile of 0.83%.

CTR runs higher on exact match and branded keywords, where intent is clear, and lower on broad, automatic and product page placements. The best comparison is your own CTR for the same keyword over time and against competitors in the same search.

Why CTR matters for ads and rank

CTR affects how much you get from every ad dollar. A higher CTR means more clicks from the same impressions, and Amazon's auction favours ads shoppers are likely to engage with, though it does not publish exactly how relevance is weighed. CTR is also an early warning: when it drops on a key term, a competitor has usually changed price, image or offer. Our guide to Amazon advertising metrics shows how CTR fits with CPC and ACoS.

What affects CTR on Amazon?

Shoppers decide in a second or two from a small card. These elements decide whether they click.

Main image: clarity, scale and how it stands out from neighbours
Price and any coupon or deal badge
Star rating and number of reviews
Title: the first words visible on mobile
Prime and delivery speed
Badges such as Amazon's Choice or Best Seller
Relevance of the keyword to the product

CTR fixes in order

Negatives for off-target searches
Clearer main image
Product type early in title
Competitive price
Coupon or deal badge
More reviews via Vine
Video creative

How to improve Amazon CTR, step by step

Work from the biggest lever to the smallest, and change one thing at a time so you can see what worked.

Check search term relevance and add negatives for off-target searches
Test a new main image within Amazon's image rules
Put the key benefit and product type in the first 60 to 80 characters of the title
Review price against the products shown beside yours
Add a coupon or deal when margin allows
Grow reviews through Amazon's legitimate programs such as Vine
Test video in Sponsored Brands and Sponsored Products where available

Video and CTR

Amazon's own numbers make the case for video. Its Sponsored Products page says campaigns with video saw 67% higher click-through rate and 9% higher conversion rate than campaigns without video, based on Amazon internal US data from June 2026. That does not guarantee the same result for every product, but it is a strong reason to test video creative on your top search terms.

CTR by placement and targeting

Placement changes CTR a lot. Top of search usually earns the highest CTR because it is the first thing shoppers see. Rest of search and product pages earn less. If you compare campaigns, compare like with like: exact with exact, top of search with top of search. Our Amazon PPC bidding strategy guide explains placement adjustments, and Amazon Sponsored Products covers targeting types.

When a low CTR is fine

A low CTR is not always a problem. Broad discovery campaigns and product targeting on competitor pages often have low CTR but still convert profitably. Judge them on ACoS and sales. The time to worry is a falling CTR on core exact keywords, which usually signals a change in the competitive set.

Track Sponsored Brands CTR separately from Sponsored Products. Brand ads show a logo, headline and several products or a video, so their CTR depends on creative as much as on the listing. Test one headline or video against another on the same keywords, and keep the winner running for at least two weeks before the next test.

Improving CTR with PPC Spider

PPC Spider tracks CTR by keyword and placement in SpiderOS and flags drops on core terms, then fixes the cause, whether that is targeting, images or price. Our Amazon listing optimization and Amazon PPC management teams work on both sides. A free Amazon audit shows where CTR is holding you back.

Sources

WisePPC: Amazon Sponsored Products benchmarks 2026 (wiseppc.com/blog/amazon-sponsored-products-benchmarks/)
Amazon Ads: Sponsored Products (advertising.amazon.com/solutions/products/sponsored-products)
Amazon Ads: Best practices for your Sponsored Products ads (advertising.amazon.com/library/guides/sponsored-products-best-practices)

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