What is a good CTR on Amazon ads?
A good click-through rate on Amazon Sponsored Products sits between 0.4% and 0.8% for most categories. Above 1% is strong, usually driven by a competitive price, a standout main image, and 500+ reviews. Under 0.3% signals a listing issue: weak main image, high price versus the SERP, or off-target keywords.
Jul 26, 2026 · 3 min read
CTR benchmarks by placement
Sponsored Products in search top-of-page average 0.5% to 0.8%. Rest-of-search placements run 0.2% to 0.4%. Product page placements average 0.1% to 0.3% because shoppers are mid-comparison rather than mid-search.
What drives CTR up or down
The main image does 70% of the work. Price versus the top three SERP results is second. Review count and star rating come third. Keyword relevance is fourth: an ad on a loosely relevant keyword will always underperform even with a perfect listing.
What to do when CTR is low
Split-test the main image first. Then reprice within 5% of the SERP median. Then prune keywords that pull impressions without clicks. Bidding more on a low-CTR keyword rarely fixes the problem; it just costs more per impression.
Frequently asked questions
Is 1% CTR good on Amazon?
Yes. 1%+ CTR is above the norm for most categories and usually reflects a strong main image plus competitive pricing.
Does low CTR hurt my ad rank?
Yes. Amazon factors CTR into ad relevance, so a low-CTR keyword pays more per click over time and shows less often.
How many impressions before CTR is reliable?
At least 1,000 impressions per keyword. Below that, the sample is too small to act on.
Can Nova track CTR at SKU level?
Nova focuses on product-level ad spend and profit. For creative-level CTR, use the Amazon Ads console alongside Nova's SKU P&L.
See this in Nova
Nova surfaces this metric per SKU so you can act before your next monthly close catches it.
Try Nova free for 14 days