Strange Amazon Conversions/Reporting

I run a couple of Amazon review sites and I've been trying to work on improving the conversions on each. One of the main changes I've been testing is adding widgets to the homepage above the fold. So I took two sites for a split test and I seem to be getting rather strange results.

Normally I just use direct links to the products on 'buy now' buttons, images and content text.

But something strange has been going on. It's either some strange coincidence or a reporting bug.

The two sites I've added these widgets to have had their conversions increase over the last 3 days. I wouldn't say it's Christmas traffic related because my other sites didn't see the same change. They both went from making a few sporadic sales every couple of days to making several consistent sales a day.

Traffic levels have remained the same and nothing else has really changed. So I assumed it was the widgets doing. I checked the link-type reporting and they're only displaying half a dozen clicks a day (a very low CTR) on both the carousel and suggested item widgets.

The way I see it one of three things is happening.

• It's been complete luck and for the first time in months these sites have made sales like this out of sheer luck.
• There's a reporting error and clicks were not being reported through widgets.
• Seeing these widgets has brainwashed people into buying through my normal links.

I can't say I'm unhappy with the change and if it keeps up it's certainly going to improve my bottom line. But I'd like to understand what exactly is going on.

Anyone else seen anything similar or able to offer any insights?