Impressions

In Amazon’s ecosystem, Impressions measure how often a product or advertisement appears on a customer’s screen, regardless of whether the customer clicks on it. This metric is most commonly used in advertising performance, but also applies to organic product visibility.

Impressions are counted when a customer:

• Sees a product in search results
• Encounters a product in a carousel (e.g., “Sponsored Products,” “Customers also bought”)
• Is served a Sponsored Brands, Sponsored Products, or Display ad

Why Impressions matter:

• High impressions indicate strong visibility
• When paired with Click-Through Rate (CTR), they help evaluate ad effectiveness
• Low impressions may signal poor keyword targeting or suppressed listings
• Amazon Advertising and Brand Analytics both report impressions to guide strategy

💡 Example: A Sponsored Product ad received 25,000 impressions last week, meaning it was displayed 25,000 times to shoppers, even if only 300 clicked.

In short:
Impressions are the number of times a product or ad is shown to customers on Amazon - a key metric for measuring visibility and reach.