A good CTR, click-through rate, for Amazon ads is one above your own product's average and rising, because CTR depends heavily on category, placement and whether the keyword is branded. Agency posts on Indian marketplace ads treat a CTR under 0.5% as a sign of a weak listing or a wrong keyword; branded and exact-match keywords commonly run several times higher.
CTR is clicks divided by impressions, as a percentage. Worked example: a keyword shown 60,000 times that earned 300 clicks has a CTR of 300 / 60,000 x 100 = 0.5%. Amazon reports it per campaign, ad group, keyword and placement; Flipkart's keyword and placement reports give the same inputs.
The same product can show a 0.2% CTR on a broad generic keyword at the bottom of page two and a 3% CTR on its own brand name at the top of search. Neither number says the listing is good or bad; they say where the ad was shown and how well the keyword matched. That is why an account-wide CTR benchmark is close to useless and why the useful comparison is the same keyword over time, or keywords of the same type against each other.
Blooprint's CTR glossary on blooprint.in covers the metric itself; this page is about judging it.
| Keyword or placement | What sellers see | Read it as |
|---|---|---|
| Own brand name, exact match | Highest in the account | Shoppers already decided; defend it |
| Generic exact keywords, top of search | Well above product average | Right keyword, right slot |
| Broad and auto targets | Often below 0.5% | Wide net; harvest the good terms, negate the rest |
| Product page placements | Lower than search | Shopper is looking at a competitor |
| Sponsored Brands video | Agency posts claim about 3x the static format | Format effect, not listing quality |
The 0.5% line comes from Indian agency posts on Flipkart listings that get views but no orders; Amazon publishes no CTR benchmark for India. Treat the table as a way to sort your own keywords, not as targets.
Clicks divided by impressions, for any keyword or campaign.
Learn more →What happens after the click.
Learn more →The placement with the highest CTR, and what it costs.
Learn more →Diagnosing impressions-but-no-clicks campaigns.
Learn more →Filter every keyword by ACoS, CVR and spend, then change bids in bulk on Amazon India.
Learn more →It means a click-through rate above your product's own average for that kind of keyword and placement. CTR varies too much by category and keyword type for one number to be good everywhere.
Amazon publishes none for India. Indian agency posts treat under 0.5% as weak on marketplace listings; branded and exact keywords at top of search run several times higher. Compare keywords of the same type against each other.
CTR = clicks / impressions x 100. A keyword shown 60,000 times with 300 clicks has a CTR of 0.5%. Amazon reports it by campaign, keyword and placement.
Usually the ad is showing on the wrong searches or the listing loses on price, image or rating against the tiles beside it. Check CTR by search term and placement, negate the poor terms and fix the listing.
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