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
Number of unique visits to a product detail page.
Total page views to a product detail page.
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.
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