What it means
CTR (click-through rate) is the percentage of impressions that result in clicks: CTR = (clicks ÷ impressions) × 100. A high CTR shows your ad stands out in its search context and matches user expectations — usually thanks to a convincing main image, strong title, or well-matched keyword. It pays off twice, because Amazon favors relevant ads in ad rank, so strong CTRs often lead to cheaper clicks. A low CTR is a signal to review targeting, creative, and the product image.