As competition has grown over the last few years, it has been increasingly important to test the creativity on your product detail pages to maximize conversions for your products on Amazon. This testing requires that you understand how Amazon calculates conversion rates and where to find the data.
Amazon provides a few ways to monitor your listings' conversion rate. Monitoring your conversion rate on Amazon can help you to:
- Identify de-indexing events.
- Assess the effectiveness of your advertising targeting.
- Verify listing changes have improved conversion.
Tracking your conversion rate helps you better understand how changes you have made to your listing - or changes to the marketplace - have affected your sell-through rate. While Amazon looks like one cohesive marketplace on the outside, it is made of much smaller platforms on the back end. Depending on the type of physical product you are selling, your listing might be on:
- Amazon Seller Central.
- Amazon Vendor Central.
- Amazon Kindle Direct Publishing (KDP).
- Merch by Amazon.
- Amazon Handmade.
The bad news is, Amazon only provides conversion rate data on a few of its selling platforms, and it is not currently possible to get an exact conversion rate from a product you are not currently selling on Amazon.
The good news is, this article provides some excellent advice on how to get usable metrics without breaking the bank! Let me know if any of these options work for you.