Amazon Conversion Rate, Procedure And Tracking In 2024

The revenues from your online sales should be your first concern as a seller, but there are other solid motives to pay close attention to the conversion rates of the items you provide for sale on Amazon.

Prior to anything else, you must choose the products you will sell.

After making this choice, you must search for suppliers of your items who can provide them at a reasonable cost. Following this phase, you build up your store and direct customers through paid or organic promotion to your product pages.

Now that’s all there is to it, are you sure? Of course, there is more, sometimes in ways that are beyond your comprehension.

Maintaining consumer engagement and convincing them to purchase your products is crucial in a cutthroat digital environment. A conversion is what this is termed.

You won’t require it as one of the absolute most crucial measures to plan, expand, and boost the income of your company.

Furthermore, conversions don’t just happen by itself. The product pages you have to it must be optimized.

That is something we will discuss in this blog. So let’s get going.

How Does Amazon Conversion Rate Work?

According to statistics collected from famous internet traffic measurement company Millward Brown Digital, Amazon Prime members convert at an average rate of 74 percent while non-prime members generally convert at 13 percent.

These statistics are far higher than those of the top 500 internet retailers. And it’s no surprise that Amazon Prime has been so successful. Said, their rate of conversion exceeds the industry norm because of their consumer-centric accessibility program.

One of the key factors in the success of the business is the “Amazon Prime” program. 

Members receive the following benefits from Prime:

  • No-cost two-day shipment
  • Online Movies
  • Music streaming
  • Collections of E-books
  • Amazon’s Instant Video service offers television programs

The perks are incredible for a one-time fee of $99, and Amazon sees a huge increase in sign-ups as a result.

Alibaba was the top global online retailer in 2015, while Amazon came in second. However, this major online retailer made a significant effort to retake its crown.

The conversions completed in the digital marketplace were astonishing compared to other rivals in North America, according to information released by Amazon just before it revealed its huge strategy to celebrate Black Friday and Amazon Prime Day as well.

Among the top 500 online retailers, users of Amazon Prime connected with the Prime services more often and engaged 74% of the time, according to statistics from Millward Brown Digital. Conversely, the average conversion rate for everyone else was 3.32 percent.

Surprisingly, customers who aren’t enrolled in the Prime Program nevertheless have a tendency to convert at a rate that is far higher than the industry average. It converts 13% of the time, which is about 4 times the usual rate.

Furthermore, Amazon not only achieved a rate of conversion which is 22 times higher than the typical benchmark, but it also came out on top. Amazon was able to increase conversions from 63–74% earlier this year (April) by 11%.

In this video, Ankitha offers some excellent advice for improving your conversion rate. WATCH:

What Does an Ecommerce Store’s Conversion Rate Mean?

The percentage of site visitors that arrive at your product page or website and take any desired action is known as the conversion rate.

You must precisely describe your end goals in order to determine your conversions.

The percentage of website visitors who made a purchase within a certain period is known as the eCommerce conversion rate. However, there are other ways to assess your online store’s success rate than using this indicator.

For each eCommerce website, there are other techniques to measure conversions, such as:

  • A product is added to a shopper’s basket.
  • An item gets added to a customer’s Amazon wish list.
  • A customer makes a purchase, resulting in a sale.
  • shares on social media.  
  • signups for email.
  • Any Key Performance Indicator (KPI) that your company finds useful.

There is a lot going on here, and “conversion” is a broad concept. It affects every aspect of the user experience on your website.

The approach of improving the purchasing process in order to generate a specific KPI, typically sales, is called conversion rate optimization (CRO).

Conversion rate optimization (CRO) may be applied to product pages, category pages, landing pages, and other pages that customers can access.

What is a suitable conversion rate for online sales?

The typical eCommerce conversion rate is between 1% and 2%.

Even if you follow all the right steps, you may anticipate winning 2% of the sales.

Your internet selling firm must start with a conversion rate of 2 percent or higher.

There are significant conversion rate discrepancies between nations, sectors, devices, seasons, and many other factors.

As a result, it is critical to design your KPIs based on the typical conversion rates within the domain’s industry, while taking as much data into consideration as feasible.

Additionally, if you compare yourself to the competition, you must use caution. For instance, Amazon touts a rate of conversion of 13% on average, which is over 7 times the industry standard.

The A9 Algorithm by Amazon

Your product’s ranking is determined by a number of variables. This is handled by Amazon’s proprietary algorithm, A9. In a nutshell, two crucial factors are used to determine how goods are shown in the Amazon marketplace:

  • The significance
  • The Demand

Although there are many aspects that go into the A9 algorithm, James from InternetBizUni shared a personal story when figuring out the components of the Amazon algorithm.

If you pay close attention to the above chart, you will see that the following elements have a significant role in deciding the Amazon rankings:

  • Rate of conversion
  • organic revenue
  • sales figures

Which Conversion Rate Is Ideal For Amazon?

Because it varies depending on the type of things you offer, it is challenging to define what constitutes a “good” Amazon conversion rate. An ideal conversion rate on Amazon is often 10 to 15 percent.

For instance, you would be ecstatic if the rate of conversion was 50%, right? The situation would be different, though, if you had thoroughly examined the conversion’s data.

Consider the scenario where you have 4 sessions and 2 orders. If you weren’t making huge profit margins and selling your goods at a hefty premium, you wouldn’t be so content.

Considering that your items received 3,000 sessions and 90 conversions, let’s assume that your conversion rate was just 3%. Because you had a lot of sessions and sales, this number will make you delighted.

How Do I Calculate Amazon Conversion Rates?

One of the most important indicators for sellers is Amazon conversion rates since they help you rank better for your prospective keywords on Amazon. According to Amazon’s A9 Algorithm, your company’s success depends on your conversion rate and sales velocity.

The algorithm knows that the items you offer are pertinent to the keywords or searches that the consumers are using as the product listings start to convert potential customers into paying customers.

Your product’s visibility is increased when your listing generates sales for possible keywords.

Use this formula to determine the Amazon conversion rate:

The conversion rate is calculated as follows: (total orders x total product listing sessions)

You may even check the indicator, Unit Session Percentage, to examine the rate of conversion on Amazon. This choice displays “how many products have been bought for the total amount of prospective buyers who spotted the product.”

How Can You Monitor Your Amazon Conversion Rates?

There are simply a few stages in tracking Amazon conversions:

  • Step 1: Click Business Reports after navigating to Reports.
  • Step 2: Examine the traffic and sales.
  • Step 3: Find the Ordered Item Period Ratio row. Your conversion rate may be found right here.
  • Step 4: This choice combines all the components.
  • Step 5: Search for “by ASIN” reports to get it by-products.

How Can I Increase My Amazon Conversion Rate? 

To determine how well your company is functioning in terms of revenue, it is important to calculate your conversion rates. This affects the choices you make about your online retail business.

If you believe there may be dangers, use these suggestions to increase conversion rates:

1. Carry out a keyword search

If your conversion rates reveal decent traffic, the next step is to encourage more people to click on your product listings.

The most effective method to do this is to conduct keyword research. Three benefits come from having your items appear in the search engine results pages (SERPs) for connected search phrases or keywords on Amazon:

  • sales 
  • visibility 
  • traffic

The following action is incorporating the keywords after choosing the appropriate ones for your product:

  • Products name
  • Bulleted lists
  • Merchandise description

A keyword research tool may also be used to generate prospective keyword suggestions for your listing.

2. Compose enticing product descriptions

When optimizing your listing, one of the things that is sometimes overlooked is your product descriptions. However, be aware that a prospective buyer will read this part and make a choice.

As a result, your product description needs to read:

  • easy to read and comprehend
  • appealing enough to generate a sale
  • information that is thorough and helpful regarding the product

3. Bullet Points That Focus on Benefits

Buyers may find it easier to understand and identify the most important aspects of a product by using bullet points. However, avoid using too many bullet points. Experts believe that 5 is a good starting point for a bulleted list.

It is crucial to include a direct CTA (call-to-action) at the conclusion of each bullet point, such as “Buy Now,” “Order Today,” etc.

4. Make use of high-quality photos.

When a customer arrives at your product listing, this is what they are most interested in seeing. He or she won’t ever read the other components (bullet points, explanation, specifications, frequently asked questions, etc.) unless this is appealing.

Ensure that the product photos you use are:

  • Excellent quality
  • white background and clear

No matter how fantastic your product is, you will lose customers if you can’t maintain it appealing.

Amazon Product Photography: A Recommendable Guide

5. Continue to be profitable.

Pricing your products competitively is a fantastic method to enhance your product listing. Check the prices of your rivals first. Now, maintaining a lower pricing than the competition is not a smart idea. This is because of two things:

  • Affordable does not imply superiority
  • Sometimes, profit is more important than conversions.

Test several options when deciding on a pricing to find what is most effective. To increase sales, consider holding a sale or providing discounts.

6. Sending follow-up emails

From the time a customer buys your goods, foster that connection. Given that they purchased and used your items, they are the perfect resources to advertise them.

As a result, they can open doors for advancement. Don’t send them a ton of emails, though. Affirm your genuine concern for them by keeping it positive.

After they buy your goods, send them a short email to see whether they are satisfied with it. Tell them you are available to them for questions and concerns. Include a link to your email address so people may send you evaluations or feedback about their experiences.

A discount coupon will also be a great option because it motivates customers to make further purchases.


1. Conversion rate: Is it a useful KPI?

The performance of the website and page landings, as well as your PPC ads, depend heavily on the conversion rate. Discover all you need to know about this KPI, including its definition, significance, methodology, and much more!

2. Which B2B conversion rate is ideal?

Numbers Illustrating B2B Conversion Rates – UpLead

Depending on the industry, the average organic B2B conversion rate ranges from 0.7% to 5.9%. The rate of conversion of 1.0% is typical for business-to-business technology, 4.0% was recently attained for business-to-business eCommerce, and 7.0% is typical for business-to-business services.

3. A 7% conversion rate, is that good?

What, therefore, constitutes a decent conversion rate? The mean landing page rate for conversion across industries was 2.35%, however, the top 25% convert at 5.31% or more. Your goal should be to enter the top 10% of landing sites, which are those having conversion rates of at least 11.45%.

4. What exactly are conversion metrics?

Conversion metrics describe how your audiences or consumers respond to your material for digital marketing. In short, the definition of conversion metrics is an indicator of key performance (KPI) that assesses if your digital advertising plan has the expected conversion impact.

5. What does a KPI bounce rate mean?

Bounce rate is the percentage of visitors that leave your website after reading only one page rather than continuing to other sites on it. You can determine how well your content and website design are generating curiosity about what you have to offer by keeping an eye on your bounce rate.

6. In 2023, what is a decent bounce rate?

Our examination of almost a billion encounters revealed that, although it varies by industry, a desirable bounce rate is lower or around 50%.


In 2023, Amazon’s conversion rate, procedure, and tracking mechanisms have evolved remarkably, demonstrating the platform’s adaptability and emphasis on user experience. Enhanced analytical tools and streamlined processes have empowered sellers to optimize performance, while buyers benefit from increased transparency. As e-commerce continues to evolve, Amazon remains at the forefront of innovation and efficiency.

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