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Amazon Seller Performance Metrics – Proven Strategy to Increase Conversion Rate for Amazon FBA & FBM

In the vast and competitive world of Amazon, where millions of products vie for attention, one metric holds the key to unlocking success: the conversion rate. It’s the secret ingredient that can transform your business from a mere presence to a powerful force, driving sales and propelling growth.

But what exactly is the conversion rate, and why is it crucial for your Amazon FBA (Fulfillment by Amazon) and FBM (Fulfilled by Merchant) endeavors?

In this comprehensive guide, we will unveil the mysteries surrounding this pivotal metric and delve into the strategies and tactics that can elevate your conversion rate to unprecedented heights.

A quick look into the article:

  • What is the Conversion Rate?
  • Why is Conversion Rate Important?
  • Different Types of Conversion Rates on Amazon
  • What Factors Affect Amazon’s Conversion Rate?
  • How to Increase the Conversion Rate?
  • How to Calculate the Conversion Rate?
  • Where to Collect Data from the Seller Central?

What is the Conversion Rate?

On Amazon, the conversion rate refers to the percentage of visitors to a product detail page who make a purchase. It is a key metric used to measure the effectiveness of a product listing in terms of converting visitors into customers.

It is calculated by dividing the number of sales by the total number of visitors to your listing page. 

For example, 

if you get 1000 visitors to your Amazon listing and make 20 sales, your conversion rate will be 2%.

Why is Conversion Rate Important on Amazon?

Amazon’s conversion rate is important because it is the primary metric that Amazon’s algorithm uses to determine which products to rank on search.

Usually, Amazon wants to showcase products with a higher chance of selling. For that, Amazon’s algorithm looks for listings with the highest conversion rate and sales velocity. 

Have a look at the below points to understand why Amazon’s conversion rate is important.

Sales Performance: A high conversion rate indicates that a significant percentage of visitors are becoming customers, which directly translates to higher sales. It is a crucial metric to measure the effectiveness of your product listings and marketing efforts on Amazon.

Competitiveness: The conversion rate also determines the competitiveness of your products on Amazon. If your conversion rate is low compared to competitors’ products, it may indicate that your listing needs improvement or that you’re not effectively appealing to potential customers.

Advertising Efficiency: Advertising on Amazon can be costly, especially if your conversion rate is low. A higher conversion rate means more efficient ad spend and a higher likelihood of generating profitable sales.

Search Ranking: Amazon’s search algorithm considers conversion rate as a ranking factor. If your item’s conversion rate is high, your products will get better visibility in search results which leads to an increase the organic traffic.

Product Listing Optimization: Tracking your conversion rate helps you identify areas for improvement. By analyzing customer behavior, feedback, and conversion data, you can optimize your product titles, descriptions, images, pricing, and other factors to enhance the likelihood of conversion.

Different Types of Conversion Rates on Amazon

Higher Conversion Rates

A higher conversion rate indicates that a greater proportion of people who visit your product listing end up becoming customers by completing a purchase.

For example, if you have 100 visitors to your product detail page and 10 of them make a purchase, your conversion rate would be 10%. 

On the other hand, if you have 100 visitors and 20 of them make a purchase, your conversion rate would be 20%.

In this scenario, the second case has a higher conversion rate compared to the first case. 

If you are a private-level seller, then above 15% conversion rate could be considered as a higher conversion rate.

A higher Conversion rate also indicates that your product listing, pricing, and overall sales strategies are resonating with potential buyers, leading to a higher likelihood of generating sales and achieving success on Amazon.

Average Conversion Rate

Actually, Amazon does not publicly disclose its average conversion rate as it can vary significantly depending on numerous factors such as product category, competition, listing quality, pricing, advertising strategies, and market conditions.

As per the expert’s opinion – The average conversion rate for Amazon listings is between 5 to 15%. If any listing on Amazon gets less than a 5% conversion rate, it is considered a poorly optimized listing. 

For Prime sellers, the average conversion rate is 74%, and for Non-Prime sellers, the average conversion rate is typically 13%.

Lower-Conversion Rate

A lower conversion rate on Amazon refers to a situation where a smaller percentage of visitors to a product detail page make a purchase.

For example, if you have 100 visitors to your product detail page and only 5 of them make a purchase, your conversion rate would be 5%. On the other hand, if you have 200 visitors and 10 of them make a purchase, your conversion rate would be 5% as well. In both cases, the conversion rate is considered lower because a relatively small percentage of visitors converted into customers.

What Factors Affect Amazon’s Conversion Rate?

Several factors can influence the conversion rate on Amazon. Here are the most important 3  key factors that can impact the likelihood of visitors making a purchase:

Keywords: The utilization of keywords greatly influences your conversion rate on Amazon. Keywords play a vital role in conveying the content of your listing page to Amazon’s search engines. They assist the algorithm in determining when to display your listings to visitors. By incorporating relevant and accurate keywords, you can enhance visibility, increase traffic, and ultimately increase your conversion rate.

However, it’s vital to ensure that you use accurate and highly relevant keywords in your product listings. Integrating targeted keywords into your title, bullet points, and description is essential for success.

For instance, consider the scenario where you list a product as a “Portable Laptop Stand” but use the keywords “laptop stand with cup holder.” In this case, your keywords could negatively impact your conversion rate. 

When a customer searches for a “laptop stand with cup holder,” your listing may appear in the search results. However, if the customer visits your product detail page and discovers that your product doesn’t have that particular feature, they may exit your listing, resulting in a lower conversion rate.

To conduct effective keyword research, you can leverage tools like Helium 10, JungleScout, Merchantwords, and others.

Number of Reviews: Positive customer reviews, and ratings can instill confidence and trust in potential buyers, positively impacting conversion. Accumulating a substantial number of reviews can significantly impact your sales and conversion rate. Put simply, the more reviews you have, the higher your conversion rate tends to be.

Having reviews in place right from the launch of your product can contribute to improving your sales velocity. It can be challenging to generate sales immediately after creating a listing on Amazon.

To address this, you may consider leveraging the Amazon Vine program to obtain early or initial reviews. Through Amazon Vine, you have the opportunity to receive valuable and unbiased reviews from pre-vetted Amazon customers, providing insightful feedback for your product.

Product Listing Quality: The quality and accuracy of your product listing play an important role in conversion. Compelling product titles, bullet points, detailed descriptions, images, and accurate product information can significantly influence a customer for purchasing decision.

How to Increase the Conversion Rate?

To increase your Amazon conversion rate, consider implementing the following strategies:

Optimize Product Listings: Ensure your product listings are accurate, informative, and engaging. Use high-quality images, compelling titles, detailed descriptions, and clear bullet points to highlight the features and benefits of your product. Incorporate relevant keywords to improve search visibility.

Competitive Pricing: Product pricing is an important factor in the buying decision. Research your competitors’ prices and set competitive pricing for your products. If your product price is too high compared to competitors, it can negatively impact conversion. On the other hand, competitive pricing or offering discounts, promotions, or bundle deals can encourage customers to make buying decisions.

Shipping and Delivery: Fast and reliable shipping options, clear delivery estimates, and reasonable shipping costs can positively influence conversion. Customers value quick and convenient delivery, so optimizing your fulfillment and shipping processes can make a difference.

For faster and more reliable shipping, you can consider Amazon FBA (Fulfillment by Amazon). It also allows your products for Prime customers, which may lead to increased visibility and conversion.

Advertising Campaigns: Utilize Amazon advertising tools like Sponsored Products, Sponsored Brands, and Display Ads to increase your product’s visibility. Effective advertising campaigns, both on and off Amazon, can drive traffic to your product listing and improve conversion rates. Optimizing your ad targeting, keywords, and messaging can enhance the likelihood of converting visitors into customers.

Enhanced Brand Content (EBC): If you qualify for Amazon Brand Registry, utilize Enhanced Brand Content or A+ page to create visually appealing and informative product pages. EBC allows you to showcase additional images, videos, and detailed descriptions, which can improve conversion rates.

A/B Testing: Experiment with different product titles, images, pricing, and other elements of your listings to identify what resonates best with your target audience. Conduct A/B tests to measure the impact of these changes on your conversion rate.

External Promotion: Promote your Amazon listings through external channels such as social media, email marketing, influencers, and your website. Directing targeted traffic to your Amazon product pages can lead to increased conversions.

Remember, improving your Amazon conversion rate is an ongoing process. Regularly analyze your metrics, monitor competitors, and adapt your strategies to optimize conversions and drive sales.

How to Calculate the Conversion Rate?

To calculate the conversion rate on  Amazon, you need 2 key pieces of data: 

1. The number of visitors (sessions) to your product details page

2. The number of units sold

Here’s the formula:

Conversion Rate = (Number of Purchases / Number of Visitors) x 100

For example,

Conversion Rate = (25/500) x 100 = 5%, which means the conversion rate is 5%.

But How do you find those data? Please follow the below steps.

Where to Collect Data from the Seller Central?

Step-1: First, log in to your Amazon Seller Central account and go to the Report Tab and click on the Business Report. 

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Step-2: From the left menu, please select Detail Page Sales & Traffic by Parent Item. 

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Step-3: Now, select a date range that you want to calculate the conversion rate. The default date range is 30 days.

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Step-4: From the Table, please look at the Sessions Total and Unit Order column. Here, you will get the data of a particular item.

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Now, you can easily calculate the conversion rate for your Amazon products.

Final Thoughts

As an Amazon seller, whether you are selling under Amazon’s FBA (Fulfillment by Amazon) or FBM (Fulfilled by Merchant) model, or both, increasing your conversion rate is paramount to achieving remarkable success. 

By implementing proven strategies such as optimizing product listings, conducting thorough keyword research, leveraging customer reviews, offering competitive pricing, providing exceptional customer service, and utilizing targeted advertising campaigns, you can ignite the conversion rate of your Amazon product.

If you have any queries, please let us know through the comment box or email us at the following email address: 

To know more about Amazon, please check out our other blog. Also, you can check our YouTube videos related to Amazon.

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