CTR (Click-Through Rate)
Clicks divided by impressions. On Amazon it is mostly a verdict on your main image, title and price.
Why it matters
CTR measures whether shoppers scanning a results page choose your product over the ones beside it. Because the search result shows only image, title, price, rating and Prime badge, a low CTR narrows the diagnosis to a very short list.
In practice
In ads, low CTR on an otherwise relevant keyword usually means the offer is not competitive at a glance, price, rating count, or a main image that does not read at thumbnail size. Test the image first; it is almost always the biggest lever and the cheapest to change.
Related terms
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