Some demonstrative embodiments include devices, systems and methods of to rate adaptation based on goodput. For example, an apparatus may include a packet selector to select at a first device a plurality of goodput packets from a plurality of received packets from a second device, the packet selector to select the plurality of goodput packets based on at least one selection parameter corresponding to the plurality of received packets; a band calculator to calculate a bit-rate band based on a dispersion of a goodput parameter corresponding to the plurality of goodput packets; and a feedback module to provide a bit-rate adaptation feedback to the second device based on the bit-rate band.