Analytics & Metrics
Conversion Rate (Unit Session Percentage)
The percentage of sessions that result in a purchase. Amazon calls this "Unit Session Percentage." Calculated as (Units Sold ÷ Sessions) × 100.
What Is Conversion Rate on Amazon?
Amazon's conversion rate - officially called Unit Session Percentage - measures how many listing visits result in a sale. A 15% conversion rate means 15 out of 100 visitors bought your product.
What Is a Good Conversion Rate?
Average Amazon conversion rates range from 10% to 15% for most categories. Top-performing listings can achieve 20%+. By comparison, typical e-commerce websites convert at 2-3%.
How to Improve It
Better images, competitive pricing, strong bullet points, A+ Content, and positive reviews all contribute to higher conversion rates.
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