Noticed your CTR going up lately while everything else seems stable?

Since Q4 2024, we’ve seen a steady decline in impression numbers for Sponsored Products (SP) and Sponsored Brands (SB) across various accounts and marketplaces.

Meanwhile, clicks and sales have remained stable, which has led to a noticeable increase in CTR.

So, what’s going on?

Our analysis suggests that Amazon likely changed how impressions are counted starting December 5, most likely by removing duplicate ad views on a user level.

Here’s what we noticed:

➡️​ From December 4 to 5, CTR jumped significantly, not because of more clicks, but because of fewer counted impressions.

➡️​ The impression drop becomes more pronounced the more impressions a target previously had. Targets with only one impression were not affected.

This indicates that repeated ad views by the same user are no longer being counted multiple times. That improves data quality but makes historical CTR comparisons more difficult.

For brands, this is not a performance issue, but likely a change in tracking logic. It is worth adjusting your benchmarks going forward.

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