Amazon Marketing Cloud · Metric lexicon
Purchase Rate (Conversion Rate)
Share of clicks that lead to an attributed purchase.
Formula
Purchase rate = attributed purchases / clicks x 100
Interpretation
The metric connects ad interest with purchase action. This page uses clicks as the denominator; an exposure-based rate would be a different metric.
Benchmark context
Helium 10 uses 10 % as a reference conversion rate in an Amazon PPC worked example. The rate varies strongly by category, price, listing and attribution window.
Source / as of: Source: Helium 10, Amazon PPC conversion rate worked example (source checked as of 2026-05-06).
Matching AMC query
AMC query library: Sponsored Ads Traffic + Attributed Events
sponsored_ads_traffic + amazon_attributed_events_by_conversion_time
Clicks come from sponsored_ads_traffic; purchases from the conversion-time table and must be deduplicated.
This site links the public library landing page. The verified query documents and SQL files live in the vault project project-analysis/amc-insights-queries/.