Amazon Impression Share % and Impression Rank: What They Mean for Your Keyword Strategy
If you're using web crawling tools to figure out your Category Share % or rank compared to your competitors, here's some good news: Amazon Ads gives you this data directly.
Amazon Ads provides two key metrics:
Impression Share % (IS%)
Impression Rank (IR)
What is Impression Share % (IS%)?
Amazon defines it as:
"The percentage of impressions you’re getting on a term compared to all the impressions it generates."
In simple words:
IS% tells you how many times your ad was shown (impressions) compared to all other ads for that keyword.
It updates daily, based on impressions you got and were eligible for in the past 30 days.
IS% changes depending on how much budget and bids you’ve set for a keyword.
If you calculate the average IS% for all your relevant keywords, you can figure out how much of the category's ad space you're capturing.
What is Impression Rank (IR)?
Amazon says:
"Impression Rank shows how your IS% compares to other advertisers for the same keyword."
Here’s what it means:
If your IS% is low, don’t stress! IR shows how many advertisers are bidding more than you.
For example, if your IS% is 20%, but your IR is 1, it means you’re the top advertiser for that keyword even if your share isn’t high.
IR helps you decide whether to increase your bids to improve your share or keep it steady.
The average IR for your category tells you how you rank against competitors.
How Hector makes it easier for you
At Hector, we bring you real-time IS% and IR data daily through Amazon’s API. This helps you:
See where your keywords rank.
Adjust your bids easily - raise or lower them based on IS% and IR.
Even set rules to automatically increase your bid if IR goes above a certain number (like 5 or 3).
With these metrics, you’ll know exactly how to stay ahead of your competition.
Pro tip: Combine this with orders and ROAS for unbeatable results!