Impression share is the percentage of all sponsored impressions available on a search term that your ad actually received: your impressions divided by the total eligible impressions, times 100. Amazon reports it per search term in the search term impression share report, and it shows how much of the demand on a keyword you are capturing versus leaving to competitors.
For each search term and date range, Amazon counts every sponsored impression it served for that term, then counts how many went to your ad. If shoppers searching yoga mat 6mm generated 40,000 sponsored impressions this week and your ad appeared in 12,000 of them, your impression share is 12,000 / 40,000 x 100 = 30%. The remaining 70% went to other advertisers.
The report gives share at the search term level, not the keyword level. A broad keyword such as yoga mat can match dozens of search terms, each with its own share. The same report also gives impression rank, your position among advertisers on that term, and a top-of-search version that counts only the top placement.
Worked example in rupees: at a 0.6% click-through rate and ₹7 CPC, 12,000 impressions give about 72 clicks and ₹504 of spend. Doubling share to 60% would mean roughly 144 clicks and, because winning more auctions usually needs a higher bid, perhaps ₹1,200 of spend. Whether that pays depends on the term's conversion rate.
Raw impressions cannot tell you whether a keyword has room to grow. Impression share can. A term converting at a good ACoS with 20% share is under-bid: there are four times as many clicks available at a price you already know is profitable. A term at 80% share with a poor ACoS is over-bid: you own the term and it is not paying.
Share also separates a budget problem from a bid problem. If share falls through the day while rank stays steady, the campaign is running out of budget. If both fall, competitors have raised their bids. Blooprint's ads guides on blooprint.in cover campaign setup; this page is about reading the report once campaigns are live.
The Amazon report that gives share and rank per search term.
Learn more →The same metric restricted to the top placement.
Learn more →How impression share and share of voice differ and how to track both.
Learn more →Filter keywords by ACoS or CVR, compare with suggested bids and update hundreds of bids at once.
Learn more →It is the percentage of all sponsored impressions on a search term that your ad received. 30% share means your ad appeared in 30 of every 100 sponsored impressions Amazon served for that term.
Impression share = your impressions on the term / all eligible sponsored impressions on the term x 100. 12,000 out of 40,000 impressions is 30%.
In the search term impression share report under sponsored ads reports in the Amazon Ads console. It is available for Sponsored Products and Sponsored Brands at the search term level.
No. Flipkart Ads Manager reports impressions but not the total available on a term. You can only estimate share by comparing your impressions with the term's search volume in the keyword planner.
It depends on the term's profitability. Aim high, 70% or more, on exact match terms that convert below break-even ACoS, and accept a low share on generic terms where clicks are expensive.
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