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The Importance of Amazon Sessions and Conversions and How to Monitor this Data


An important part of your Amazon business management should be to monitor your conversion rates.

Amazon has a simply amazing conversion rate. While the average e-commerce conversion rate can be as low as 1% the typical Amazon conversion rate is around 13% with a 20% conversion rate for some sellers not being uncommon.

But what is conversion rate:

Conversion rate is defined as the number of unique visitors divided by the number of sales, and on Amazon is also known as Order Session Percentage

When selling on Amazon your traffic, of course, is provided for you and Amazon publish the stats of the numbers of page visitors you are getting – these are your numbers of sessions or page views.

To run the report which gives you your detailed stats on page views and order session percentages go to:

Reports >> Business Reports

and in the sidebar click on ‘Sales and Traffic’ under the heading of ‘Business reports’

sales and traffic

You will then be presented with a highly customisable report.

This is the sidebar on the right of the page which pops out when you click on it allowing you to totally customise your view of this plethora of data.

For the purposes of this article we will focus on the columns we need to display to get meaningful data about our sessions and conversion data.


The boxes I have checked which will display on this report are:

  • Date
  • Total order items
  • Sessions
  • Order item session percentage

and here is a section of that report:

sales and traffic

The report shows the total of items ordered, the sessions or number of page visitors, and the order item session percentage.

So basically if you divide the total order items by the sessions x 100 you get the order session percentage or the conversion rate.

It is very good practice to monitor this regularly and maybe put it into a spreadsheet perhaps on a weekly basis so you can quickly see any trends upwards or downwards, and celebrate the improvements or analyse reasons for any downward trends.

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