CTR

CTR is the share of people who saw your ad and clicked. It is a main-image, price and review-count problem long before it is a bidding problem.

CTR measures whether shoppers who see your ad choose it over everything else on the page. On Amazon, three things dominate that choice: the main image, the price, and the review count sitting under the title. Shoppers compare tiles, not products.

When CTR is low, the reflex is to raise bids for better placement. Usually wrong. A weak tile in a better position is still a weak tile - fix the main image and the price position first, then buy placement for a listing that can win it.