Free tools for Amazon sellers
CTR calculator.
Work out your click-through and conversion rates, see how much traffic a hero image test needs, and check whether a result is real. The calculators run in your browser, and nothing you type into them is sent anywhere. The one exception is the brand comparison further down, which sends the two listing IDs to our server, and on to SmartScout, to look them up.
Tool 1
CTR and conversion calculator
Enter impressions and clicks for CTR. Add orders and price to see conversion rate and what each 1,000 impressions are worth. Optionally enter a new CTR to see what the change would add.
Tool 2
Hero image test planner
Before you test, find out how many impressions each version needs for a difference of the size you care about to show up. Small lifts on low CTRs take a lot of traffic.
Tool 3
Is my result real?
Enter impressions and clicks for two versions. You get the difference, how sure you can be about it, and a plain-language verdict.
Tool 4
Brand vs competitor snapshot
Paste two Amazon product links (or ASINs) to compare price, sales rank, review strength, listing content, and 90-day trends side by side. Revenue and unit figures are SmartScout estimates. US listings only. Comparing sends the two listing IDs to our server, which looks them up in SmartScout; the other tools on this page send nothing.
How to use these honestly
- Test one change at a time, over the same days, and decide the sample size before you start. Stopping the moment a result looks good produces false wins.
- Clicks and sessions are not the same thing. The calculators treat "clicks" as whatever your report gives you, whether search-term clicks or detail page sessions. Use one consistently.
- Amazon's own Manage Your Experiments does its own statistics. Use the checker for manual tests, ad creative, and sanity-checking other numbers.
More on measuring and testing: how to measure CTR on Amazon, A/B test statistical significance, A/B testing images, and the full CTR, CVR and testing topic.
The formulas
- CTR = clicks ÷ impressions
- Conversion rate = orders ÷ clicks
- Impressions needed per variant = (zα/2√(2p̄(1−p̄)) + zβ√(p1(1−p1) + p2(1−p2)))² ÷ (p2−p1)², the standard two-proportion sample-size formula, where p1 is your CTR, p2 the CTR after the lift, and p̄ their average
- Result check = a two-proportion z-test with a pooled standard error, and a confidence interval for the difference using the unpooled standard error