What do TOP3 Click Share and TOP3 Share Conversion mean? What can they be used for?

TOP3 Click Share: In an ABA report, it represents the sum of the click shares of the top 3 ASINs that receive the most clicks, indicating the concentration of clicks.

Click Share: This is defined by Amazon as the number of times a specific product is clicked after a consumer searches for a specific term, divided by the total number of times any product is clicked after that search term is used.

TOP3 Conversion Share: In an ABA report, it represents the sum of the conversion shares of the top 3 ASINs that convert the most, indicating the concentration of purchase conversions.

Conversion Share: This refers to the number of times a specific product is conversed after a consumer searches for a specific term, divided by the total number of times any product is conversed following that search. Click share and conversion share are independent of each other, and conversion share can be higher than click share.

PS: By analyzing the TOP3 Click Share and TOP3 Conversion Share, one can determine the degree of monopoly the TOP ASINs have over certain keywords. This helps to consider whether to strategically invest in advertising for those keywords.