What is a good sell-through rate on Amazon?
Amazon's sell-through rate is units shipped in the last 90 days divided by average inventory over the same period. Above 3.0 is strong (inventory turns 12x/year). 2.0 to 3.0 is healthy. Below 1.0 usually means overordered units and forecasts long-term storage fees within a quarter.
Jul 26, 2026 · 3 min read
How Amazon calculates it
Sell-through rate = units shipped over 90 days / average units in inventory over 90 days. Amazon reports it in the Inventory Performance dashboard. It updates weekly.
Benchmarks
3.0+: excellent, inventory turning ~12x annually. 2.0-3.0: healthy for most categories. 1.0-2.0: slow but recoverable with a price cut. Below 1.0: overordered, expect long-term storage fees within 90 days.
How to raise it
Cut order quantities on next PO. Run a temporary 10% price drop on the slowest 20% of SKUs. Move aged units to FBM to avoid storage fees while you sell through.
Frequently asked questions
Does sell-through affect IPI?
Yes. It is one of the four IPI inputs, weighted heavily.
Should I chase 5.0+ sell-through?
Only if you can restock reliably. Very high sell-through often means stockouts, which cost more than storage.
How is this different from days of cover?
Sell-through looks backward at how fast inventory sold. Days of cover looks forward at how long current inventory will last.
Does Nova show sell-through per SKU?
Nova shows days of cover and inventory age per SKU, which lets you compute sell-through directly.
See this in Nova
Nova surfaces this metric per SKU so you can act before your next monthly close catches it.
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