The formula
Units ordered ÷ sessions × 100618 units ÷ 4,120 sessions = 15.0%A session is one shopper's visit to your pages within a 24-hour period, however many pages they viewed. Units ordered counts units, not orders, so a shopper who buys three units in one order counts three. That is why unit session percentage can run higher than an order conversion rate, and above 100% on a product people buy in multiples.
Where to find it
Seller Central, Reports, Business Reports, then Detail Page Sales and Traffic by Child Item. The By Date view shows it for the whole account over time. Use the child item view to compare products and variations. Business Reports guide.
What is a good conversion rate on Amazon?
It varies so much by category and price that an average is little use. The useful comparisons are your own product against its own history, one variation against another, and your ad conversion rate against your overall rate.
A product whose sessions rise while units stay flat is getting traffic that does not buy: often a new ad or a broad keyword sending the wrong shoppers. A product whose rate drops with steady sessions has changed something shoppers can see: price, images, delivery promise or stock.
Conversion rate and your ads
Ad conversion rate, orders over clicks, sets the ACOS a keyword can reach. Doubling it halves ACOS at the same bid. That is why a listing fix often beats a bid change. What moves ACOS.
Questions
- What is unit session percentage on Amazon?
- Units ordered divided by sessions, as a percentage. It is in Business Reports under Detail Page Sales and Traffic.
- Is unit session percentage the same as conversion rate?
- Close, but it counts units rather than orders, so multi-unit orders push it higher than an order conversion rate.
- Why is my unit session percentage over 100%?
- Shoppers are buying several units per visit. It counts units, so three units from one session is 300% for that session.