Calculator
Amazon conversion rate calculator
Amazon has two conversion rates. Your ads have one, from orders and clicks. Your listing has another, from units and sessions. Work out either here.
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Example numbers. Replace them with your own.
Ad conversion rate
From an Amazon Ads report, for one date range. Orders divided by clicks.
Ad conversion rate
About 8.33 clicks for each order.
Your bid depends on this rate. The CPC calculator turns it into the bid that hits your target ACoS.
Listing conversion rate (unit session percentage)
From Business Reports > Detail Page Sales and Traffic. Units ordered divided by sessions.
Unit session percentage
Order item session percentage is 11%. Each order item averaged 1.09 units, which is how much multi-unit orders lift the unit figure.
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Two conversion rates, two different questions
- 1For bids, use the ad conversion rate. It tells you how often a click on your ad turns into an order, and it only covers ad traffic.
- 2For the listing, use unit session percentage. It tells you how often a visit to your product page turns into a purchase, from any source (ads, organic search, deals, outside links), and it's moved by things like price, images, reviews and whether you hold the Buy Box.
- 3Compare each one with its own history rather than with the other. They rarely match, and they aren't meant to.
FAQ
How to calculate your Amazon PPC conversion rate
Divide orders by clicks for the same date range. 30 orders from 250 clicks is a 12% conversion rate, or about 8 clicks per order.
Use a range long enough to have real clicks behind it. On a keyword with 15 clicks, one extra order moves the rate by almost 7 points. On Sponsored Products, sellers get credit for orders within 7 days of a click (14 days for vendors), so the last week usually reads low until those orders arrive.
How to calculate unit session percentage
In Seller Central, open Reports, then Business Reports, then Detail Page Sales and Traffic (by child item if you want it per variation). Divide units ordered by sessions. 180 units from 1,500 sessions is 12%.
Because it counts units, a shopper who buys three counts three times, and the rate can go over 100% on products people buy in bulk. If you add total order items, the calculator also shows the order item session percentage, which counts each order line once.
What's a good Amazon conversion rate?
There's no figure from Amazon to compare against, and the numbers that circulate mix categories, price points and traffic types. A $9 refill and a $300 appliance shouldn't convert alike.
Our guide to the Amazon conversion rate covers what moves it.
A more useful test is whether the rate pays for the click. Your break-even CPC is conversion rate × average order value × break-even ACoS. If your CPCs sit above that, either the bid or the conversion rate has to change. The CPC calculator does the bid side, and the breakeven ACoS calculator gives you the break-even ACoS.
Related calculators
Turn a conversion rate into a bid with the CPC calculator, or check whether your ads make money with the ROAS calculator.