actually looking at your listing. When you're scrolling on Amazon and you're looking at those products, that counts as an impression. Not when you click on it, just before you even click on it. After that, it's the click. And very important, the click is the first time Amazon charges for anything. Amazon doesn't charge for impressions, but it does charge for click. Click is, of course, when someone goes to your listings. When they click on it and they go to the listings. Then you have the at the basket. This is when people at the basket. But this is something that, especially if you're a beginner, I wouldn't track extensively. I'll focus more on the purchase, which is when they actually purchase. So impression clicks and purchase is what you need to be looking for. And purchase is also called conversion is very important because that's when actual money is made and that's when you complete the sales. So why is the funnel so important? It's probably one of the most important things here. Because when you have a funnel and you understand the funnel, you know how to optimize. Example, if your impressions are very low, there's two reasons for it. Either irrelevant keywords to what you're selling, which means that with PPC you can fix that. You make sure that you're looking for irrelevant keywords. Or on the other side, your bid is not high enough. Your bid is too low. Maybe your bid is 30 cents when it should be 50 cents. So what do you do there? You keep on increasing. You increase to the point where you start getting more impressions. And for more impressions, you get more clicks. Now clicks, which CTR and CTRs is basically impression and clicks. If you have a thousand impressions and you have a hundred clicks, that's 10% CTR, click-through rate. If you have a thousand impressions and you have 10 clicks, that's a 1% CTR. The higher the CTR, the better everything is. And CTR, again, what's impacted by here is image, title, price, and review count. But the most important is main image, review, and pricing. That's what people click on. And remember, always go back to the customer. How do customers buy and how do customers click? Very simple. It's the same way you buy products. It's usually how customers buy your product. So always use logic. Always use how are people buying. So clicks, if you get it right, you're on the right path. The more impressions you get,

So if you're selling a water bottle and your average conversion rate is 15% and the market conversion rate is 20%, when we push ads to that water bottle, you're only telling Amazon every single time that this product is inferior to what's out there. It's going to have no strong impact on your organic rank. But on the flip side, if you have a conversion rate that's higher than what your competitors have and you start pushing ads, you're basically sending more signals and more proof to Amazon this is the product that they need to help push further. Because ultimately, if you can show Amazon this product sells, then they're going to favor your product because they also make a nice cut at the end when the sale's made. So it's within their interest to have that product show up more often. It doesn't matter what your ACoS is. They don't really care about that. It doesn't matter what cost per click you're prepared to pay. Their sole interest is that conversion rate. And if you can get that right and then you can monitor it, then you can push. And actually, what's really interesting is that conversion rate can change over time. So right now, your conversion rate might be beating everyone else. But in a few weeks time, there might be another product that's come in that's taking a different angle to what you're doing because they've seen a new trend of type of searches that have come in and they've kind of honed in on it. Actually, they start winning in the conversion rate and then they start to position better. So it's something you have to watch on a regular basis. So another area as well outside of just the product is probably the biggest tweaks that you can make that has a significant impact in a lot of other areas is the first image. Can you explain, Max, how much of a difference you've seen that first image is made? It's probably the most important and now, to an extent, the second image. But that is what, particularly on mobile and the shift to mobile purchasing and buying and research has shifted enormously as well. So desktop is very much in the minority now. And so you need to optimize for mobile. It's incredible how many main images that we see with brands onboarding, which are really small with small text and so on. And obviously, if you're in a mobile, you're seeing a much smaller format.