Improving your conversion rate on Amazon is critical to your success as a seller. If a customer visits your listing but clicks out without making a purchase, this can hurt your organic keyword rankings and overall bestseller rankings.
We know how difficult it can be to get customers to visit your product detail page, let alone make a purchase! Your conversion rate shows the percentage of customers who purchase your product after visiting your product listing.
For example, if 5 out of 100 customers purchase your product after visiting your listing, your conversion rate is 5%.
In this article, we’ll cover everything you need to know about Amazon conversion rates and how to increase your Amazon sales.
How to Find Your Conversion Rate on Amazon What is a Good Conversion Rate on Amazon?Tips to Improve Amazon Conversion Rates
How to Find Your Conversion Rate on Amazon
Before we go further into what a good conversion rate is and how to improve it, let us first show you how to find your conversion rate in Amazon Seller Central.
Once logged into Seller Central, navigate to the Reports tab and click Business Reports.
On the left, you'll see a report menu with several options. Click "Detail Page Sales and Child Traffic".
The report will display sales data for each item you sell on Amazon, including total sessions, page views, units ordered, product sales, and of course, your conversion rate.
In this report, your conversion rate percentage is labeled "Percent per session."
As an Amazon seller, it is imperative to track these metrics to ensure your products are performing well or are constantly improving.
For example, if you make changes to your listing that you hope will increase your conversion rate, note the sessions and percent per session for the weeks before and after those changes to accurately gauge whether your conversion rate has improved as a result.
You can set specific date ranges in each of the business reports Amazon offers to view data for a specific time period.
What is a good conversion rate on Amazon?
For a typical standalone eCommerce site, such as a Shopify store, the average conversion rate is around 1-3%. This means that out of 100 customers, only one to three actually convert into a sale.
Consumers trust Amazon , so they are more likely to convert on Amazon, especially since they typically shop there exclusively. Having said that, based on our selling experience and conversations with other sellers, the average conversion rate on Amazon is around 10% – much higher than eCommerce stores.
This number depends on a variety of factors, such as price, reviews, shipping speed, and listing quality. For example, a less expensive impulse buy type product may have a higher conversion rate than a more expensive "planned" purchase.
Tips to Improve Amazon Conversion Rates
Now that you know how to find your conversion rate on Amazon and what a good conversion rate is, let’s review some tips to improve your conversion rate on Amazon.
1. Optimize your product listings
The first step to improving your conversion rate is making sure your product listings are the best they can be . This includes product images and infographics , product videos , compelling headlines, informative bullet points, A+ content , and positive reviews . Also make sure to include relevant keywords throughout your list.
Would you buy from a listing you visited if it had only one poor quality photo, no bullet points, and no product description information? Probably not.
Every element of your listing needs to be properly optimized to answer customer questions and improve their overall experience.
pictures and videos
Your product images are one, if not one, of the most important aspects of your Amazon listing. Since your customers won't be able to see and touch the product in person, you need to showcase it as best you can through professional product images, infographics, and even product videos.
Title, bullet points and description
Amazon gives sellers plenty of room to explain exactly what a product is, what it does, and what benefits it has. Use the space properly while making sure to include highly searchable keywords that are relevant to your product. This helps customers find your listing when they do a search. Use Keyword Scout to discover high converting keywords.
Having a clear and compelling product description helps answer any questions consumers may have before purchasing your product. Make it as simple as possible. Customers who are unfamiliar with your product or are looking for more information may click exit without converting.
If you're enrolled in the Amazon Brand Registry program, you can add A+ content to your brand's listings. This allows you to add more photos, infographics and text to your product descriptions. This is a great way to increase conversions because it looks more professional, informative, and easier to read than your average product description.
We know reviews, especially positive ones, are easy to come by on Amazon. Positive reviews help potential customers decide on your product — which is why it’s important that you focus on increasing your overall review count and ratings.
To maximize your conversion rate, you need to have a proper pricing strategy based on product quality, profitability and competitive offers. Pricing is not a static metric—you need to constantly test different pricing strategies to see which ones work best for your brand.
To learn more about how to price your products correctly on Amazon, check out our guide to pricing strategies for Amazon sellers .
3. Discounts and promotions
Another way to increase conversions is to test different discounts, coupons or promotions. This strategy can also be aligned with your overall pricing strategy.
For example, suppose your regular sale price is $29.95 and you want to test the effect of your sale price. An easy way to test this is to increase the list price in Seller Central to show the discount on the detail page. "Your price" is still $29.95, but now the discount is displayed next to the price.
Another way to test discounts is to add coupons to your listings. For example, add a 5% or 10% discount to a sale when customers "clip" a coupon. It will appear as an orange tag in your product listings and search results to stand out to customers.
Navigate to the Ads tab in Seller Central to see what types of deals, coupons, and promotions you can offer your customers!
4. Use Fulfillment by Amazon
Customers on Amazon have become accustomed to receiving their orders quickly, in two days or less. By using Fulfillment by Amazon (FBA), you can increase your conversion rate if your competitors offer slower shipping.
Either way, using FBA to fulfill your orders is usually a smart choice when selling your products on Amazon.
With FBA, you send your products to Amazon's fulfillment centers, and Amazon handles all the picking, packing, and shipping of your order—plus, they handle all the customer service.
5. Add variants
If you already have a successful product on Amazon, consider adding variations to that existing product to increase conversions. Some customers may prefer a different color, size, scent or design than what you currently offer.
The more options you offer your customers, the higher your final conversion rate will be.
What are you doing to increase your conversion rate?
As an eCommerce seller, you should always keep an eye on your conversion rate and find ways to improve it. We hope this article helped you understand the importance of conversion rate and how to improve it on Amazon.
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