How To Discover & Understand Your Amazon Product Conversion Rates

Amazon Conversion Rate
Amazon Conversion Rate

In this post, you will discover how to determine your conversion rate on a few well-known platforms used by Amazon merchants. To increase conversions for your items on Amazon. It has become more crucial to assess your product description pages’ inventiveness as the competition has grown over the past several years. Understanding how Amazon determines conversion rates and where to access the data are prerequisites for this testing. Amazon offers a few tools for tracking the conversion rate of your listings. You can: by keeping an eye on your Amazon product conversion rate.

Recognize de-indexing occurrences.

Analyze the success of the targeting in your advertisements.

Check to see whether your listing adjustments improved conversion.

You may better comprehend how adjustments you have made to your listing or alterations to the market by keeping track of your conversion rate.

Amazon comprises several platforms on the back end while appearing to be one unified marketplace from the outside.

Your listing may be on Amazon Seller Central, depending on the kind of physical item you are selling.

Vendor Central on Amazon.

Kindle Direct Publishing on Amazon (KDP).

Amazon merchandise.

Made by Amazon.

On a select subset of its selling platforms, Amazon exclusively gives conversion rate information.

Amazon Shop

Obtaining an actual conversion rate from a product not currently being sold on Amazon is not yet achievable.

Is There Any Outside Software I Can Use To Find My Conversion Rate?

Sales volume estimators are available in a wide variety of instruments on the market.

These techniques often consider a product’s category and sales rank.

Using an estimate of sales for that sales rank and subcategory, the tools determine how much a product sells.

These instruments frequently have huge margins of error.

In this post, you will discover how to determine your Amazon Product Conversion rate on a few well-known platforms used by Amazon merchants.

We will guide how to get the data and on which platforms you may find your conversion rates.

Identifying Your Seller Central Conversion Rate

Obtaining your conversion rate is simple and quick if you sell your goods on Amazon Seller Central.

Log into your Seller Central account to check your conversion rate.

Then select Reports > Business Reports > Detailed Page Sales and Traffic Reports by Child Item from the top menu bar.

(You may also go to Reports > Business Reports > Detailed Page Sales and Traffic Reports by Parent. If you want to see all of your variants (size, color, taste) at once.)

You may find a wealth of insightful data about the traffic to and sales of your goods on Amazon in this printable report.

The data in this report are listed below, along with what they reveal about your items.

Understanding Report on Detailed Page Sales and Traffic

The Detailed Page Sales and Traffic Report is available on traffic, the Buy Box percentage, and Amazon Business sales.

Here is more information on a handful of the report’s data items.

The Detailed Page Sales and Traffic Report lets you choose the period you want to be tracked. The latest 30 days are the default timeframe for the report.

The remarks concerning quotations in the following definition are taken straight from Amazon’s definitions of each report category.


One session and two page views for your product detail page are recorded if a consumer first visits your product detail page. Then moves on to evaluate another product, and ultimately returns to your product.

Sessions and Page Views are worldwide metrics. Page Views “Hits in your presence for the given period” Page Views “Sessions on that Product Detail Page” Even if you are out of stock. You will still see the overall amount of Page Views and Sessions.

The number of page views for this product within the time you have selected for the report is measured, as stated in the description of page views.

 To run advertising or identify problems with sell-through rates, you must understand your buy box percentage.

 Brand Health notifications often signify that Amazon has discovered your product for less on a major retailer’s website, such as Walmart, Home Depot, Lowes, Target, Alive Techno, etc.

Unit Session Percentage is a percentage conversion measure that shows how many units were bought concerning the total number of product views.

Your conversion rate for that product is expressed as a percentage of unit sessions.

To see if your adjustments to a listing have improved the conversion rate over time, you may fetch this data back in time.

Finding Your Vendor Central Conversion Rate

Before now, ARA Premium was required to determine your conversion rate. But things have changed.

It’s just as simple to determine your conversion rate on Vendor Central as on Seller Central.

The Traffic Diagnostics Report also allows you to compare your conversion rate to earlier periods.

We Might examine your change in conversion rates by ASIN or your difference in total conversions for a specified period here.

You may use this report to monitor changes in your goods’ conversion rates over time. You can choose between a daily, weekly, monthly, quarterly, or annual report range.

Identifying Your Conversion Rate on Additional Amazon Platforms

On Seller Central and Vendor Central, the same page views and conversion statistics are not accessible for the KDP platform. Amazon’s Kindle and Create Space books are hosted on the KDP platform, and Merch by Amazon’s print-on-demand t-shirts and other products.

A few more solutions are available to authors who want to understand conversion rates better.

According to Penny C. Sansevieri, CEO and creator of Author Marketing Experts, Inc., the most fundamental and apparent way to gauge sales is in book sales. In addition, there is your position as an Amazon Product Conversion rate and bestseller overall and in each particular genre or area where you are showing up. That will likely increase revenues and page views.

But remember that your rank is updated less frequently the higher your sales rank. As a result, if your sales rank is 475,000, it will only be updated once or twice a day; however, if it is 27,000, it will be updated hourly.

Therefore, you will notice movement more frequently if your number is lower.

Open a Seller Central account and include the physical book in your inventory if you already have a physical book listed on Amazon’s KDP program.

The Detailed Page Sales and Traffic Report, together with the number of page views and sessions for that product page, will then be available to you.

By dividing the total number of sessions by the total number of products you sold over that time, you can manually compute your conversion rate.

There is no method for sellers on Merch by Amazon to obtain data to determine their conversion rates.

What Constitutes a Good Amazon Conversion Rate?

After learning how to find your Amazon Product Conversion rate on Alive Techno, the natural next step is to compare your product’s performance to a benchmark or industry norm.

One of the essential criteria when examining conversion rates for items on Amazon is competition.

A cell phone cover, for instance, would typically have a considerably lower conversion rate than a more specialized product.

An unnaturally high conversion or unit session percentage may occasionally signal a traffic issue.

One of our clients asked us for assistance with their Amazon sales. On the platform, they were unable to generate the necessary sales.

Their unit session percentage was well over 80% when we looked at it. Nevertheless, they were receiving fewer than 400 visits each week to that listing.

Further research revealed that just their brand name was indexed for their listing.

Even though this decreased the Unit Session percentage rate for their goods, we could immediately improve their traffic and sales after re-optimizing their listing and starting Amazon advertising.

When advertising on Amazon, take into account the unit session percentage.

Before now, a decent Unit Session percent or conversion rate was approximately 20%.

Conversion rates suddenly decreased in March 2020 across practically all industries and goods.

According to Amazon, this results from mobile data in the conversion rates. Conversion rates for the majority of items were practically slashed in half.

After this alteration, I advise you to strive for 7 to 15%.

We want to see closer to 12-15 percent as a baseline if you have brand affinity around your items, which means people are searching by your brand or product name to discover you.

We manage several accounts with a substantial sales velocity and an average of over 20%. Strong brand affinity and recurring business are typical characteristics of these brands.

In most categories, we consider a unit session of 7 percent or more excellent to be good if you are a private label brand without brand loyalty.

If your conversion is lower than this, we advise initially trying to boost your conversion rate.

Start by considering whether to re-optimize your Amazon product description page.

If that isn’t possible, you’ll want to ensure your Amazon bids are being adjusted as you optimize them.

Amazon Sales Rates

Conversion Information Can Affect Your Whole Sales Cycle

Your sales cycle, organic ranking, and the visibility of your adverts may all be impacted by your product conversion rate on Amazon.

Utilize your conversion rate to track how modifications to your product listings have influenced your sales and the emergence of new rivals in the market.

After that, utilize your conversion statistics to evaluate market and product updates.

You may use this information to enhance your listing for increased sales and product promotion outcomes.