How To Discover & Understand Your Amazon Product Conversion Rates

Product Conversion Rates: In order to increase conversions for your products 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 conversion rate.

• Recognize de-indexing occurrences.
• Analyze the success of the targeting in your advertisements.
• Check to see if 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 is actually made up of many separate platforms on the back end, despite appearing to be one cohesive marketplace from the outside.

Your listing may be on: depending on the physical product you are selling.

• Amazon Seller Central.
• Amazon Vendor Central.
• Amazon Kindle Direct Publishing (KDP).
• Merch by Amazon.
• Amazon Handmade.

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

Obtaining a precise conversion rate for a product that is 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 tools on the market. These techniques often consider a product’s category as well as its sales rank.

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

These instruments frequently have extraordinarily large margins of error.

You will discover how to determine your conversion rate on a few well-known platforms used by Amazon merchants in this post.

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

Product 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 variations (size, color, flavor) at once.)

You may find a ton of useful details on the traffic and sales of your goods on Amazon in this printable report.

Getting To Know The Extensive Page Sales & Traffic Report

Information on traffic, the Buy Box percentage, and Amazon Business sales are available in the Detailed Page Sales and Traffic Report.

Here is some additional information regarding a handful of the report’s data items. The Detailed Page Sales and Traffic Report lets you choose the time period you want to track. The latest 30 days are the default timeframe for the report. The remarks concerning quotes in the following definition are taken directly from Amazon’s definitions of each report category.

Sessions

Sessions are times when a user visits one of your Amazon.com pages. Every action during 24 hours is regarded as a session.

One session and two page views for your product detail page record if a customer first visits your product detail page, then moves on to review another product, and ultimately comes back to your product.

Sessions and Page Views are worldwide metrics. The total number of Page Views and Sessions on that Product Detail Page will still be shown even if the item is out of stock.

Page Views

Hits throughout the chosen time frame on your Amazon.com presence.

Views on pages are as follows: It counts the number of times this product has been seens over the specified time period for the report.

Rate of Purchase

This is the proportion of page views where a buy box (also known as a “add to shopping cart” link) invited users to add a product to their basket.

To run advertising or identify problems with sell-through rates, you must understand your buy box percentage. Your product must have the Buy Box in order for your sponsored product advertising to show. If your Buy Box suppress because of pricing issues or a brand health alert, you could still have a 0% Buy Box percentage even if you are the only seller.

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

Percentage by Unit Session

“Percentage conversion measure” reveals the ratio between the number of units bought and the number of persons who saw the products.

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

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

Product Conversion Rates: Finding Your Vendor Central Conversion Rate

Prior to now, ARA Premium require to determine your conversion rate. But things have changed.

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

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

You may view your change in conversion rates by ASIN or your change in total conversions for a specified time period here.

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

Product Conversion Rates: Identifying Your Conversion Rate On Additional Amazon Platforms

On Seller Central and Vendor Central, the same page views and conversion data are not available for the KDP platform. Amazon’s Kindle and CreateSpace books are hosted on the KDP platform, as well as Merch by Amazon’s print-on-demand t-shirts and other products.

There are a few other solutions available to authors who want to better understand conversion rates.

“Of course, book sales are the simplest and most obvious way to gauge sales. In addition, there is your position as an Amazon bestseller overall, as well as in each particular genre or category where you are showing up. That will likely result in an increase in sales and/or page views.

But keep in mind 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. Whereas if it is 27,000, it would update 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 presently no method for sellers on Merch by Amazon to obtain data to determine their conversion rates.

What Constitutes a Good Amazon Conversion Rate?

A Product Conversion Rates: after learning how to find your product’s conversion rate on Amazon. The logical next step is to compare your product’s performance to a benchmark or industry norm. One of the most important criteria when examining conversion rates for products on Amazon is competitiveness.

A cellphone case, for instance, would normally have a considerably lower conversion rate than a more specialized product. An artificially high conversion or unit session percentage may occasionally be a sign of a traffic issue.

One of our clients asked us for assistance with their Amazon sales. On the platform, they were failing to generate the necessary sales. Their unit session percentage was well over 80% when we looked at it. They were only receiving less than 400 visitors per week to that listing, nevertheless.

Further research revealed that only their brand name index for their listing.

Taking Unit Session% Into Account When Amazon Advertising

In the past, 20% was considered to be a good Unit Session% or conversion rate.

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

According to Amazon, this is a result of them including mobile data in the conversion rates. Conversion rates for the majority of products were practically slashed in half.

After this adjustment, I suggest aiming for 7–15%. We would like to see closer to 12-15% as a baseline if you have brand affinity around your products. This means people are searching by your brand or product name to discover you.

With a strong sales velocity and an average of over 20% across many accounts, we manage. Strong brand affinity and recurring business are typical characteristics of these brands.

In most categories, we would consider a unit session of 7% or higher to be good if you are a private-label brand without any brand loyalty.

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

Conversion Information Can Affect Your Whole Sales Cycle

Your sales cycle, organic ranking, and the visibility of your adverts can all impact your product conversion rate on Amazon. Utilize your conversion rate to keep track of how modifications to your product listings affect both your sales and the emergence of new rivals in the market.

Utilize your conversion statistics after that to evaluate updates to the market and to products. You can use this information to enhance your listing for increased sales and product promotion results.