What is conversion rate on Amazon?
Conversion rate on Amazon is the share of visits to a product page that end in a sale. Amazon’s Sales and Traffic report calls it unit session percentage: units ordered divided by sessions.
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1.How Amazon counts a session
A session is one shopper’s visit. Amazon counts “all activity within a 24-hour period” as one session, so a shopper who comes back three times in a day is still one session. Sessions, not page views, are what the rate divides by. Sellers see the rate per product in Seller Central’s Business Reports.
2.Why it can top 100%
The rate counts units, not orders. If one shopper buys three, that is three units from one session, so the rate for a product can go above 100%.
Brand Analytics measures something close but different: conversion share, a product’s share of the purchases that came from one search term. Compare rates for the same product over time, or for products of the same kind.