Amazon adjusts ads based on impressions and clicks by monitoring the number of impressions and clicks on the ads to evaluate the effectiveness of the ads.

If the impressions of an ad are high but the click-through rate is low, Amazon may adjust the ad's positioning, title, image and other elements to increase its appeal and click-through rate.

In addition, Amazon will also evaluate the effectiveness of the ad based on the conversion rate after clicking. If the conversion rate after clicking is low, the target audience and placement of the ad may be adjusted to improve the conversion effect of the ad.

By continuously optimizing ads, Amazon can increase the exposure and click-through effect of the ad, thereby increasing the conversion rate and sales performance of the ad.