Good Conversion Rate Benchmark
Essential Amazon seller metric for growth
Amazon's Unit Session Percentage (conversion rate) benchmarks: 5-10% is average across most categories, 10-15% is strong, 15%+ is exceptional. Compare only to same-category ASINs at the same price point — a $150 electronic will never convert like a $12 consumable, and that is fine.
Data Source
Business Reports
Update Frequency
Daily
Measurement Units
Percent
Available at: ASIN, Parent ASIN
Conversion Rate = Ordered Units / Sessions × 100Your listing had 800 Sessions this week and 96 Ordered Units. Conversion rate = 96 / 800 × 100 = 12%. On a $25 consumable that is strong (category average 8-15%). On a $600 electronic that would be exceptional (category average 3-8%).
| Tier | Range / Signal |
|---|---|
| Good | Consumables 10-15% • Apparel 8-12% • Electronics 6-10% |
| Average | Consumables 8-10% • Apparel 5-8% • Electronics 3-6% |
| Watch out | Under 3% on any non-luxury item usually signals a listing or pricing problem |
Good Conversion Rate Benchmark is measured in Percent and reported through Business Reports. Data is typically updated daily.
Note:
Category ranges: consumables 8-15%, apparel 5-10%, electronics 3-8%, high-consideration goods 2-5%.
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Compare Good Conversion Rate Benchmark with
Related KPIs
Ordered units divided by sessions.
Percentage of page views where your offer held the Buy Box.
Adds to cart divided by page views.
Detail page views / impressions from ads.
Share of orders from customers who haven't purchased from your brand in past 12 months.
Orders from repeat customers / total orders.
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