Amazon's three "conversion rates"
The same name shows up in three places, with different math:
| Where | Metric | Calculation |
|---|---|---|
| Business Reports | Unit Session Percentage | units ÷ sessions |
| Business Reports | Order Item Session Percentage | order items ÷ sessions |
| Search Query Performance | Search conversion | purchases ÷ search clicks |
In Seller Central Business Reports, Amazon defines Unit Session Percentage as the number of units purchased relative to the number of customers who viewed the products, calculated by dividing units by sessions. A session is a customer's visit to your product detail pages within a 24-hour period — multiple page views in the same visit count as one session, and visits to your storefront or a category page don't count.
In Amazon Ads, the official guide defines conversion in general terms — conversions divided by total audience — and notes there is no single standard. Search Query Performance, in Brand Analytics, shows clicks and purchases by search term, which lets you calculate search conversion and compare it with that of all sellers in the same searches.
So, what's the average?
Amazon doesn't publish one. The "average" figures that circulate usually come from forums, other countries or surveys with no stated methodology — and they mix the three definitions above.
We don't publish a US benchmark. For reference only, here is the Amazon Brazil benchmark (EcomVision accounts), built with an open method: 177 products from 15 brands, weeks from September 21, 2025 to September 5, 2026, from Search Query Performance. These are not US figures; use them to see the shape of the funnel, then measure your own searches on amazon.com.
| Rate (Amazon Brazil) | 25th pct. | Median | 75th pct. |
|---|---|---|---|
| Click (CTR) | 1.5% | 2.1% | 3.2% |
| Add-to-cart | 14.6% | 22.7% | 32.7% |
| Search conversion | 1.5% | 3.2% | 6.0% |
Note: this is search conversion (purchases per search click), not Unit Session Percentage from Business Reports. The two aren't directly comparable.
How to compare your conversion rate fairly
The fairest yardstick is the search itself. Search Query Performance shows, next to your numbers, the total for all sellers in the same searches. If your conversion is 2% in a search where the market converts at 4%, you're losing shoppers there — even if 2% looks "normal."
- Split the steps: click, add-to-cart and purchase. Low conversion with a good click rate points to the product page, price or shipping; a low click rate points to the main image, title and price in search results.
- Compare each step with the total for the same search, not with a generic average.
- Ignore low-volume products: with few clicks, the rate swings by chance.
How EcomVision helps
The Shopper Funnel runs this comparison by product: each step becomes an index against all sellers in the same searches (1.00 = equal to the search), with the variations added up and a warning when volume doesn't support the conclusion.
