What is Amazon click share?
Amazon click share is the percentage of a search term's reported clicks captured by a product or, in the relevant Brand Analytics view, a selected brand. It compares your clicks with total clicks for that query, not with your impressions, so it is different from click-through rate. Click share equals the selected product or brand's reported clicks for the query divided by total reported clicks for that query, multiplied by 100. For example, if a pet food storage container captures 1,200 of 10,000 clicks for airtight pet food container during the selected period, its click share is 12%. These are hypothetical counts. In Top Search Terms, Amazon shows click shares for the three top-clicked products. The denominator is the term's total reported clicks, not just the clicks belonging to those three displayed products. Other products can capture the remaining share, so the displayed percentages need not add up to 100%. Click-through rate, or CTR, compares clicks with impressions. Click share compares the selected entity's clicks with all reported clicks for a query. A product with 100 clicks from 5,000 impressions has a 2% CTR; if that same query generated 1,000 total clicks, its click share is 10%. The calculations answer different questions. Also distinguish Brand Analytics click share from an advertising-only share metric. Brand Analytics is not simply a Sponsored Products campaign report and should not be read as organic-only performance either. Use the report's definitions and advertising reports separately when investigating paid traffic. Use it to compare which products attract shoppers on relevant queries. Review product visibility alongside price, main image, reviews, delivery promise and the fit between the query and the offer. In Search Query Performance, click share lagging impression share can suggest that shoppers are seeing the product but preferring other results. Then compare conversion or purchase share before spending more to win clicks. A product that attracts attention but few purchases may need work on its offer or detail page. Review raw counts over equivalent periods: a rising percentage can reflect competitors losing clicks rather than your product gaining them.
Amazon click share is a product or brand's percentage of reported clicks for a search term. Learn the formula and how it differs from click-through rate.