Impressions count how often your ad was shown. Potential, not performance - revenue lives two steps downstream, at CTR and CVR.
ExampleYour Sponsored Products ad appears in search results 1,000 times today - 1,000 impressions, whether or not anyone clicks.
An impression is one appearance of your ad in front of a shopper. It costs nothing on its own - Amazon PPC charges per click - but it is the top of every funnel: no impressions, no clicks, no orders.
Read impressions as a visibility diagnostic, not a success metric. Collapsing impressions usually mean lost auction share - bids too low, budget capping out, or relevance slipping. Rising impressions with flat clicks mean the tile is losing the comparison. Either way, the money question sits downstream at CTR and CVR.
Read how visibility metrics ladder up to TACoS →