Conversion Rate
Also known as: CR, CVR, Unit Session Percentage
Conversion rate is the percentage of listing visitors who buy — on Amazon it is reported as Unit Session Percentage (units ordered ÷ sessions).
Conversion rate measures how effectively a listing turns traffic into sales. Amazon's Business Reports express it as Unit Session Percentage: Units Ordered / Sessions × 100, where a session is a unique visit to your listing within a 24-hour window.
A healthy Amazon conversion rate is typically in the 10–15% range — far higher than a general e-commerce site (1–3%) because Amazon shoppers arrive with high purchase intent. Conversion is driven by price, review count and rating, main image quality, Prime/FBA eligibility, in-stock status, and the title/bullets/A+ Content.
Conversion rate is also a major ranking input: listings that convert well from a given search term rise in organic rank for that term, which compounds traffic. This is why fixing conversion (price, images, reviews) often beats buying more ad traffic.
A listing had 2,000 sessions last month and 240 units ordered. Conversion rate (Unit Session Percentage) = 240 / 2000 = 12%.