First: at which step do shoppers drop off
Brand Analytics' Search Query Performance shows, per search term, impressions, clicks, add-to-carts and purchases for your product and for the search as a whole. With it, you can calculate each step and compare it with the market:
| Step | Calculation | Median (Amazon Brazil benchmark) |
|---|---|---|
| Click | clicks ÷ impressions | 2.1% |
| Add to cart | add-to-carts ÷ clicks | 22.7% |
| Checkout | purchases ÷ add-to-carts | 14.3% |
The medians come from EcomVision's Amazon Brazil Conversion Benchmark, so treat them as a rough reference on amazon.com. Even better than any overall median is comparing against the totals for the same searches your product appears in. Without Brand Registry, Seller Central's Business Reports show sessions and Unit Session Percentage: no search step, but they already tell you whether the problem happens after the click.
If the problem is the click
The product shows up and doesn't get clicked. In search, shoppers see the main image, title, price, reviews and delivery. Here's what Amazon says about them:
- Main image: it's the one "displayed to customers in search results." Amazon's guide calls for a pure white background (RGB 255, 255, 255) with the product filling 85% of the image. An image that breaks the rules can temporarily remove the offer from search.
- Title: Amazon recommends up to 75 characters, because mobile screens truncate long titles. What matters has to come first.
- Price and offer: if another offer for the same product is cheaper, the shopper clicks that one.
If the problem is the product page
The shopper clicks, looks and doesn't add to cart. The page didn't answer their question or didn't convince them:
- Images: Amazon recommends at least 6 images besides the main one, plus 1 video; at 1,000 px or more, the image gets zoom.
- Bullets and description: dimensions, compatibility, material, voltage. Missing information turns into drop-off.
- Reviews: the most recent and the negative ones are what shoppers read.
- Featured Offer: in Business Reports, Featured Offer (Buy Box) Percentage shows in how many page views your offer was featured. Below 100%, some visitors saw another offer, found no available inventory or had no featured buying option.
If the problem is checkout
The shopper adds to cart and doesn't buy. The suspects are at the end of the journey: price compared with other offers, shipping cost, delivery time. Under Amazon's official rules, the Featured Offer considers the total price (item plus shipping), the delivery promise and seller performance. See what you can measure about carts in cart abandonment on Amazon.
What if it doesn't even show up in search?
If the problem comes earlier (the product gets no impressions), Amazon lists situations in which an ASIN is left out of search: no active offer, no browse node (category), suppressed, or a future release date. Listing changes can take up to 72 hours to show up in search, and generic backend keywords are capped at 250 bytes.
How EcomVision helps
The Shopper Funnel runs the diagnosis per product: an index for each step against all sellers in the same searches, with the worst product at the top. The Listing Optimizer scores each listing and points out what's failing (title, images, bullets), with bulk fixes.
