ATC

ATC (Add to Cart) is a behavioral metric that shows how often customers add your product to their shopping cart, whether or not they end up purchasing it.

It reflects purchase intent and is used to measure:

• How engaging your product listing is
• How well your price, images, and title convince shoppers to take action
• Early-stage funnel interest (before checkout)

ATC data is available in:

• Amazon Retail Analytics (ARA/ARAP) for 1P vendors
• Amazon Brand Analytics (ABA) for Brand Registered 3P sellers
• Amazon Marketing Cloud (AMC) for advanced path-to-purchase analysis

Why ATC matters:

• High ATC but low conversion = possible checkout friction, price objections, or negative reviews
• Low ATC = potential issues with main image, title, price, or relevance
• ATC rate (Add to Cart clicks ÷ sessions) is a useful micro-conversion metric
• Can be used to optimize creatives, A/B test titles or pricing, and improve Sponsored Product ad performance

💡 ATC events are also tracked in DSP campaigns and AMC queries, helping to build retargeting audiences (e.g., show ads to people who added but didn’t buy).

In short:

ATC = the moment a shopper shows strong interest. Tracking it helps diagnose what’s working - or not - in your listing and funnel.