What it means
CPC (cost-per-click) is the price you pay for a click on your sponsored ad. Amazon determines it via a second-price auction: you set a maximum bid, but if you win you only pay just enough to beat the next-ranked bidder's ad rank (typically their bid plus €0.01). Importantly, the highest bid doesn't automatically win — Amazon combines your bid with the predicted conversion rate (PCR) of your ad to calculate ad rank. Relevant ads with strong product pages therefore often reach good placements at lower click prices.