What Amazon shows

Search Query Performance, in Brand Analytics, shows query volume, impressions, clicks, add-to-carts and purchases by search term, according to Seller Central help. It requires the Brand Representative role in Brand Registry. Through the API, the report returns the add-to-cart count for the whole search and for your product.

With that, abandonment can be estimated: add-to-carts minus purchases for the period. It's an aggregate estimate — the same person can add more than once, and the purchase may happen in a different week.

We don't publish a US benchmark. For reference only: in the Amazon Brazil benchmark (EcomVision accounts), the median cart-to-purchase rate is 14.3%, with half of products between 9.1% and 25.0%. Don't read it as a US number — the more useful comparison is your product's rate against the search's own rate in Search Query Performance.

What Amazon doesn't show

  • Who abandoned. No official Amazon page gives you the list of shoppers who left the product in their cart.
  • Add-to-cart for Sponsored Products ads. In Amazon Ads reports, the add-to-cart metric exists for Sponsored Brands, Sponsored Display and DSP, but not for Sponsored Products.
  • Individual-level data in Amazon Marketing Cloud. AMC returns "only aggregated and anonymous outputs," according to Amazon.

How to act without seeing the shopper

Even without knowing who abandoned, you can compete for those shoppers with ads:

  • Sponsored Products: Amazon built the audience "Clicked or Added brand's product to cart," which lets you raise your bid when that shopper shows up in search.
  • Sponsored Display: remarketing to people who viewed the product page, with a lookback of up to 90 days, for brands in Brand Registry.
  • Amazon Marketing Cloud: custom audiences of people who added to cart and didn't buy, for advertisers with an AMC account — with a minimum of 2,000 records per audience.

Before you advertise, it's worth understanding why shoppers give up: a price above the other offers, shipping cost, delivery time, reviews or missing information on the page. Ads bring the shopper back, but they don't fix the reason they left.

What to check before you advertise

If your product's cart-to-purchase rate is below the search's, check in this order — from cheapest to fix to most expensive:

  1. Cart price vs. search price. Search Query Performance shows your product's median price at add-to-cart and the median price of the other offers in the same searches. If yours is higher, shoppers compare and walk away.
  2. Featured Offer. If another seller holds the Featured Offer (Buy Box) on your product, the sale may be going to them — and it doesn't show up as your purchase.
  3. Shipping and delivery time. Long delivery times or expensive shipping only show up at the end of the journey, near the cart.
  4. Recent reviews. A streak of negative reviews drags down conversion even with a good page.
  5. Missing information. Dimensions, compatibility, voltage: a doubt at the cart turns into a drop-off.

Only after that does it make sense to pay more to bring the shopper back.

How EcomVision helps

The Cart tab in the Shopper Funnel shows add-to-carts, purchases, estimated abandonment and your product's average cart price compared with the search's — and, for accounts with Amazon Marketing Cloud, cart activity measured week by week. Audience Bid Boost applies the bid increase for shoppers who clicked or added to cart and didn't buy, with a margin guardrail and undo.

Definitions follow the official Amazon documentation listed in the sources below, read on September 24, 2026. Amazon may change names, metrics and dashboards at any time.

Sources