How to find and understand the conversion rates of your Amazon products

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As competition has increased over the past few years, it has become increasingly important to put your creativity to the test product detail pages to increase conversions for your products on Amazon.

This testing requires you to understand how Amazon calculates conversion rates and where to find the data.

Amazon offers a few ways to track the conversion rate of your listings. Tracking your conversion rate on Amazon can help you:

  • Identify deindexing events.
  • Evaluate the effectiveness of targeting your advertising.
  • See if your listing changes improved conversion.

Tracking your conversion rate helps you better understand how changes you’ve made to your list—or changes in the marketplace—have affected your sales rate.

While Amazon looks like one cohesive market place on the outside it consists of much smaller platforms at the back.

Depending on the type of physical product you sell, your listing could be on:

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

Amazon only provides conversion rate data on some of its sales platforms.

Currently, it is not possible to get an accurate conversion rate for a product that you are not currently selling on Amazon.

Are there any external tools I can use to find my conversion rate?

There are many tools on the market that offer sales volume estimators.

These tools generally look at the point of sale of the item along with the product category.

The tools then estimate how much the product sells based on the sales estimate for that outlet and subcategory.

Often these tools can be turned off by incredibly high margins.

In this article, you’ll learn how to find your conversion rate on some popular Amazon seller platforms.

We’ll share instructions on what platforms you can find your conversion rates on and where to find the data.

Finding your conversion rate in Seller Central

Selling your product on Amazon Seller Central makes it quick and easy to get a conversion rate.

To find out your conversion rate, log into your Seller Central account.

Then navigate to the top menu bar Reports > Business Reports > Detailed sales and page traffic reports by child item.

(If you want to see all your variations (size, color, flavor) together, you can also navigate to Reports > Business Reports > Detailed Site Sales and Traffic Reports by Parent)

Screenshot from sellercentral.amazon.com; modified by author, July 2022

In this downloadable report, you can discover a lot of valuable information about the traffic and sales of your product on Amazon.

Here is a list of the information available in this report and what it tells you about your products.

Understanding the detailed sales and page traffic report

The detailed page sales and traffic report provides valuable information about traffic, Buy Box percentage and Amazon Business sales.

Here’s a little more about some of the data points available in this report.

The detailed site sales and traffic report is a time period report; you select the period you want to measure. By default, the report is set to last 30 days.

In the following definition, statements about quotations are directly from Amazon’s descriptions of each report field.

Identifying your unit session percentage on AmazonScreenshot from sellercentral.amazon.com; modified by author, July 2022

Is

“Sessions are visits by a user to your Amazon.com pages. Every activity within 24 hours counts as a session.”

If a customer lands on your product detail page, then looks at another product and finally comes back to your product, i.e. one session and two of page views for your product detail page.

Page views and sessions are global numbers. Even if it is out of stock, you will still see the total number of page views and sessions on this product detail page.

Page views

“Hits on your presence on Amazon.com for the selected time period.”

Pageviews are as described: Measures the number of pageviews this product has had during the time period you set for the report.

Buy Box Percentage

“This is the percentage of page views where a purchase box (‘add to cart’ link) appeared on the page for customers to add your product to their cart.”

Understanding your Buy Box percentage is essential to serving ads or diagnosing sales rate issues.

For sponsored product ads, your product must have a buy box in order for your ads to appear.

It is possible to have a 0% Buy Box percentage even if you are the only seller if you have a Buy Box rejected due to pricing issues or a brand health warning.

Brand Health Alerts generally mean that Amazon has found your product at a lower price on a major site like Walmart, Home Depot, Lowes, Target, etc.

Percentage of unit session

“Percentage conversion metric that shows how many units were purchased based on the number of people who viewed the products.”

Unit Session Percentage is your conversion rate for that product.

You can get this report retrospectively to see if your input changes helped your conversion rate over time.

Finding your conversion rate on Vendor Central

Previously, you needed ARA Premium to find your conversion rate. However, that has changed.

Finding your conversion rate on Vendor Central is just as easy as finding your conversion rate on Seller Central.

In Vendor Central you will go to Reports, analytics, then traffic diagnostics.

Finding your conversion rate on Vendor CentralScreenshot from vendorcentral.amazon.com, July 2022

In addition, the traffic diagnostics report gives you a comparison of your conversion rate compared to previous time frames.

Here you can see your change in total conversions for a period of time, or you can see your conversion rate change by ASIN.

This report allows you to track your product conversion changes over time. You can choose the scope of reports: daily, weekly, monthly, quarterly or annually.

Finding your conversion rate on other Amazon platforms

The same page view and conversion data on Seller Central and Vendor Central is not available for the KDP platform. The KDP platform hosts Kindle and CreateSpace books on Amazon or Merch by Amazon, which provides print-on-demand t-shirts and similar merchandise.

If you’re an author looking to better understand exchange rates, you have a few additional options.

Penny C. SansevieriaCEO and Founder of Author Marketing Experts, Inc, explained:

“The most basic and obvious way of checking sales is, of course, book sales. But there’s also your Amazon bestseller status/ranking overall and in each specific genre/category you’re featured in. This is a good way to see an increase in sales and/or site reading.

However, keep in mind that the higher your sales rank, the less often your ranking is updated. This means that if your sales rank is 475,000, your rank is only updated once or twice a day; if you are at 27,000 it updates every hour.

So the lower your number, the more often you’ll see movement.”

Another option (if you have a physical book listed on Amazon’s KDP platform) is to open a Seller Central account and add the physical book to your inventory on Seller Central.

You will then be able to access a detailed page sales and traffic report, as well as page views and sessions for that product page.

You can then manually calculate the conversion rate by dividing the number of sessions by the number of units sold during that period.

If you’re selling on Merch by Amazon, you can’t currently get access to conversion rate data.

What is a good conversion rate on Amazon?

The next logical consideration after you know how to find the conversion rate for your products on Amazon is that you want to evaluate the performance of your product against a benchmark or standard.

When looking at conversion rates for products on Amazon, one of the most important factors is competitiveness.

For example, you would expect a cell phone case to typically have a much lower conversion rate than a more niche product.

Sometimes an artificially high conversion or unit session percentage can mean you have a traffic problem.

We had a client come to us for help selling on Amazon. They didn’t get the sales they needed on the platform.

When we looked at their percentage of unit sessions, it was well over 80%. However, the traffic they got on that list was less than 400 visitors per week.

Upon further investigation, we found that their listing was just indexed for their brand.

Re-optimizing their list and getting started advertising on Amazonwe were quickly able to greatly increase their traffic and sales, even though it lowered the unit session percentage for their product.

Considering Unit Session % in your Amazon advertising

Previously, the benchmark for a good unit session % or conversion rate was around 20%.

March 2020 saw a sudden drop in conversion rates across almost every industry and product.

Amazon said this was due to their adding mobile data to their conversion rates. Exchange rates have almost halved for most products.

After this change, I recommend aiming for 7-15%.

If you have brand affinity for your products, meaning people are searching your brand or product name to find you, you’d want to see closer to 12-15% as a starting point.

We manage multiple accounts averaging over 20% at high sales velocity. These brands tend to have loyal, repeat customers and strong brand loyalty.

If you’re a private label brand and you don’t have brand affinity, you’d consider 7% or more to be a good unit session in most categories.

If your conversion rate is lower than this, we recommend that you first see if you can increase your conversion percentage.

You can start this by looking at the potential re-optimization of the Amazon product detail page.

If that’s not possible, you’ll want to make sure you adjust when you’re optimizing your Amazon bids.

Conversion data can impact your entire sales cycle

Your product’s conversion rate on Amazon can affect your sales cycle, organic ranking, and how your ads are displayed.

Use your conversion rate to track how product listing changes have affected your sales and new competition in the market.

Then use conversion data to compare product and marketplace changes.

This data will help you optimize your listing for better sales and product advertising results.

More resources:


Featured Image: David Gyung/Shutterstock

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