Amazon's conversion rate is called unit session percentage. It's units ordered divided by sessions. Put your sessions in the visitors box above and your units ordered in the conversions box. The calculator shows the rate as a percentage to two decimal places. Add your selling price as the value per conversion and it also shows estimated revenue.
How to work out your Amazon conversion rate
- Take sessions for one product or date range from your Amazon sales and traffic report and type them as visitors.
- Type units ordered for the same range as conversions.
- To estimate revenue, type your average selling price per unit as the value per conversion.
Amazon counts sessions as visits to your pages in a browser or the app by any user. Everything one user does within a 24-hour period counts as one session. A shopper who comes back to your listing several times in a day counts once.
Units, order items and orders
Amazon gives the example of one order with 2 copies of book A and 3 copies of book B. That's 1 order, 2 order items and 5 units. Unit session percentage counts the 5 units. Amazon's other rate, order item session percentage, counts the 2 order items. To match either rate, put that count in the conversions box.
The calculator doesn't connect to Seller Central or pull in your numbers. It doesn't take off Amazon's fees or ad spend either, so the revenue it shows is before costs. The definitions come from Amazon's Selling Partner API sales and traffic report schema, read in October 2026.
This conversion rate calculator is free with no signup. SearchBlueprint, who make it, sell SEO planning for websites: which searches each page should answer.