Shopper Funnel: where your product loses the sale.
The Shopper Funnel shows, for each product, the stage where the shopper walks away — at the impression, the click, add to cart or checkout — and compares each stage with all sellers on the same searches. It's not your funnel in isolation: it's your funnel against the market's.
Shopper Funnel · see it in action
Find the stage where shoppers give up.
Impressions, clicks, add to cart and checkout for each product, compared with all sellers on the same searches.
Illustrative demo with sample data.
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What it is and who it's for
It lives under Intelligence → Shopper Funnel. It uses Amazon's Brand Analytics Search Query Performance report, with weekly data, and shows the last 4, 8, 13 or 26 weeks.
It's for Brand Registry brands that get traffic but don't know why sales aren't coming: does the product show up but not get clicked? Get clicked but not added to cart? Added to cart but not purchased? Each answer calls for a different action — title and main image, product detail page, price or shipping.
The problem it solves
A conversion rate on its own says nothing: is 8% good or bad? It depends on the search. In a category where everyone converts at 15%, 8% is a problem; where everyone converts at 4%, it's a win. Amazon's report puts the total search numbers next to yours, but leaves the math to you, search by search. The Shopper Funnel runs that comparison per product and points to the stage that's leaking.
How it works
Funnel tab
Per product: Impressions (with your share of the search), Click, Add to cart, Checkout and Purchases. Each stage with its index against the market and both rates side by side ("your % vs. search %").
Cart tab
Add-to-carts, Purchases, estimated Abandonment (with % of carts), Checkout and your product's average cart price compared with the search price.
Searches per product
Click a product to see up to 15 searches that drove the most add-to-carts, with clicks, carts, purchases, add-to-cart rate and checkout rate for each one.
Variations rolled up
Color, size and flavor variations are summed under the parent product — you see the product the way the shopper sees it, not 12 loose rows.
The 1.00 index, explained
Each stage becomes an index: your rate divided by the rate of all sellers on the same searches. 1.00 = same as the search. Below 1.00, the product is losing shoppers at that stage; above it, it's winning.
Example: if your checkout rate (purchases ÷ carts) is 30% and the search's is 50%, your checkout index is 0.60 — for every 10 shoppers the market converts after add to cart, you convert 6. On screen, an index below 0.8 shows in red and above 1.2 in green.
"Market" here is the search totals Brand Analytics shows to your own account. EcomVision does not combine data from other customers.
What Amazon doesn't show — and we tell you
Abandonment is an estimate. The screen says it plainly: "Estimated abandonment = add-to-carts − purchases, summed. Amazon doesn't show each shopper's cart or who removed the product — it's an aggregate estimate." Accounts with Amazon Marketing Cloud get, in the Cart tab, measured abandonment by week (12 weeks), updated every Thursday.
Low volume is left out. A product with fewer than 20 clicks in the period isn't included in the comparison — "with little volume, the index is just luck." The screen tells you how many were left out.
Purchases here aren't total sales. This is Brand Analytics search data: purchases that came from searches, not the account's total revenue.
Price not published. When Amazon doesn't publish the product's average price on searches for the period, the screen shows "not published" — no seller gets that data.
Example
A product has a click index of 1.10 and an add-to-cart index of 1.05 — the ad attracts and the page convinces. But checkout is at 0.62. In the Cart tab, the average cart price is above the search price. The problem isn't the listing: it's price or shipping at the moment of decision. The action shifts from "rewrite the title" to "review the offer" — and you find out before spending more on ads.
Integrations and data used
Brand Analytics (Amazon)
Search Query Performance report, weekly (Sunday to Saturday), with up to 52 weeks of history and up to 200 products per account, prioritizing advertised ones.
Amazon Marketing Cloud (optional)
With AMC, the Cart tab shows the account's carts week by week, with measured abandonment.
Vision and AI Connector
Ask Vision — or Claude/ChatGPT through the connector — where each product loses the shopper.
Push Reports
"Shopper Funnel — carts that don't convert": a weekly or monthly alert for products with low checkout rates.
Controls and limits
Registered brands only
Search Query Performance belongs to Brand Analytics, which Amazon only opens to brand owners in Brand Registry. Without registration, the screen explains why.
Read-only
The Shopper Funnel doesn't change anything in your account: it diagnoses, you decide.
Isolated per account
Each customer sees only its own data; the "market" is what Amazon shows to your account.
Learn more in our Privacy Policy.
Shopper Funnel vs. Amazon's report
Amazon's report
One row per search per week, with your numbers next to the search's. The per-product comparison, rolling up variations and weeks, is up to you, in a spreadsheet.
In EcomVision
One index per stage per product, variations rolled up, the worst at the top, the searches that drive add-to-carts and a warning when volume can't support the conclusion.
Frequently asked questions
What is the Shopper Funnel?
It's an EcomVision screen that shows at which stage each product loses the shopper on Amazon — impression, click, add to cart or purchase — comparing each stage with all sellers on the same searches, based on the Brand Analytics Search Query Performance report.
What does an index of 1.00 mean?
That your rate at that stage equals the rate of all sellers on the same searches. Below 1.00 the product is losing shoppers at that stage; above it, it's winning. A checkout index of 0.60 means you convert 6 out of every 10 shoppers the market converts after add to cart.
Do I need Brand Registry?
Yes. Search Query Performance is part of Brand Analytics, which Amazon only makes available to brand owners enrolled in Brand Registry.
Is cart abandonment exact?
No. Amazon doesn't show each shopper's cart, so abandonment is estimated: add-to-carts minus purchases, summed. Accounts with Amazon Marketing Cloud also see measured abandonment week by week.
Why are some products left out of the comparison?
Products with fewer than 20 clicks in the period have too little volume: the index would be luck. The screen shows how many were left out.
How often does the data update?
Brand Analytics is weekly (Sunday-to-Saturday weeks). You can view the last 4, 8, 13 or 26 weeks.
Related features and articles
Market Basket and Repeat Purchase
What shoppers buy together and how many come back to buy again — tied to the funnel. Market Basket → · Repeat Purchase →
Voice of the Customer
What shoppers praise and complain about in reviews, by theme. Learn more →
Listing Optimizer
A score and checklist per listing to fix title, images and bullets. Learn more →
Conversion: ACoS, TACoS and ROAS
Why a low ACoS doesn't mean profit. Learn more →
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