Why Did CTRs Increase Significantly Over the Past Four Weeks?

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We have seen a dramatic increase in the click-through-rates (CTRs) for most advertisers on the Intentwise platform. See the chart below.Amazon Advertising CTRs

While there has been a lot of speculation about this, segmentation by placements revealed the cause.  Impressions on product detail pages (PDP) placement have dropped off significantly across the board. PDP placement also happens to be the one with high impressions and really low CTRs, to begin with. And hence, the spike in overall CTRs. Note that overall click volumes are not significantly impacted.

Impressions by placement

It is unclear what drove this change by Amazon. We will keep a close eye on this over the next few days and report back as we learn more.

Read our post “Re-Evaluating Amazon advertising plans because of COVID-19?” to know more about how the pandemic can impact your Amazon advertising strategy. 

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