What’s a Good Conversion Rate on Amazon in 2025? (+ How to Improve It)

If you're running ads or sending traffic to your Amazon listing, your conversion rate (CVR) is one of the most important metrics to watch.

Why? Because no matter how much traffic you generate, if your listing can’t convert — you’re wasting money.

Let’s break down what a good Amazon conversion rate looks like in 2025, what affects it, and how to improve it.

What is Conversion Rate (CVR) on Amazon?

Your Amazon conversion rate (or CVR) is the percentage of people who visit your product page and actually buy.

Amazon tracks this in two ways:

• Unit Session Percentage (USP): Found in Business Reports. It shows the % of sessions where at least one unit was bought.

• CVR in Ads Reports: Found in Campaign Manager. It only includes clicks from paid ads.

Formula:

CVR = (Orders ÷ Sessions or Clicks) × 100

If 100 people visit your listing and 12 buy, your CVR is 12%.

What’s a “Good” Amazon Conversion Rate in 2025?

Across most categories, a typical Amazon conversion rate is between 10% and 15% — much higher than other ecommerce platforms.

Here’s a rough benchmark:

• Branded search traffic: 20%–30%+

• Non-branded Sponsored Product ads: 8%–12%

• Higher-ticket or seasonal items: Often lower, like 5%–8%

Of course, your mileage may vary. Factors like price, product category, and how competitive your niche is all play a role.

If your CVR is below 8%, you might have a problem worth fixing.

Why Is My Conversion Rate Low?

There are two main causes: bad traffic or a bad listing.

Here are the top culprits:

• 🔻 Poor product images or low-quality A+ content

• ❌ Not enough reviews (or bad ones)

• 💸 Price is too high compared to competitors

• 🐢 No Prime shipping or long delivery times

• 🎯 Ads targeting the wrong keywords or audience

• 🧩 Product isn't retail-ready

Use Unit Session Percentage in your Business Reports to spot trends, and compare it to your CVR from ads. A big gap often means your ad targeting is off.

How to Improve Your Conversion Rate on Amazon

Fixing your CVR starts with getting your listing “Retail Ready.” Here’s how:

✅ 1. Listing Optimization

• At least 15–20 reviews and a 4.0+ rating

• Clear, high-res images (including lifestyle + infographics)

• A compelling title with the main keyword at the front

• Bullet points that focus on benefits, not just features

• A+ Content or video (if Brand Registered)

🛠 2. Improve Traffic Quality

• Use Exact match keywords for better targeting

• Negate irrelevant keywords in Broad or Phrase match

• Avoid bidding on terms your product doesn't convert well on

🧪 3. A/B Test and Monitor Changes

• Test different main images with Amazon Experiments

• Try different pricing strategies (e.g. price drop, coupon, Subscribe & Save)

• Change title/bullet formatting and measure USP weekly

How CVR Affects Your Amazon Ads

A low conversion rate doesn’t just waste ad spend — it tells Amazon your product isn’t worth showing.

Here’s what happens when you boost your CVR:

• 👇 Lower CPCs (Amazon rewards higher CVR with cheaper clicks)

• 📈 Higher ROAS

• 🔝 Organic rank improves (because high CVR = good customer experience)

If your ads are getting clicks but not sales, fix your listing before scaling further.

Final Tips + When to Get Help

• Check your Unit Session % weekly — it’s your best conversion signal

• Don’t rely on “average” CVRs — your category might be higher or lower

• Fix the listing first, then optimize traffic

• Track the impact of every change for 2+ weeks

Need help figuring out what’s hurting your conversion rate?

👉 Work with Atlisco Ads — we specialize in Amazon PPC, and we’ll help you make sure your traffic actually converts.