In the operation of Amazon sellers, conversion rate is a crucial key indicator, which plays a key role in the rise of potential keywords in Amazon ranking. However, sellers are often confused by a question: Is it better to have a high or low Amazon conversion rate? In addition, what is a suitable Amazon conversion rate? This article will deeply analyze the significance, influencing factors and appropriate level of Amazon conversion rate.
1. The importance of Amazon conversion rate
Amazon platform rules focus on sales, so conversion rate is crucial for sellers. A high conversion rate not only means that the product is popular, but also makes the product occupy a more advantageous position in search rankings. Amazon algorithms tend to think that products with high conversion rates are better, so it helps to increase product exposure and thus increase sales. This also means that sellers’ products are more likely to appear on the homepage, bringing a significant boost to sales.
2. The impact of conversion rate on long-term brand growth
A brand’s Amazon conversion rate is a key indicator of its long-term growth on the platform. Even if the product quality is good, if the conversion rate drops, Amazon’s algorithm may lower the product ranking. On the contrary, a high conversion rate helps brands perform better in natural rankings and paid advertising return on investment, thereby increasing sales revenue.
3. Average conversion rate level of Amazon sellers
Amazon’s average conversion rate varies in different situations. For non-Prime users, the average conversion rate is usually between 10-15%, and it may drop to 3.32% among the top 500 sellers. However, the conversion rate of Amazon Prime users is higher, up to 74%. This reflects the trend of Prime members preferring to buy directly, and Amazon has a high transaction rate overall.
4. Appropriate Amazon conversion rate level
The conversion rate of each product category is different. Generally speaking, products with a price of more than $100 have a lower conversion rate. Products above $100 are more likely to be used by buyers to compare prices, so their conversion rate may be relatively low. Therefore, it is very important to understand the average conversion rate of the category in which your product is located.
In general, the benefits of high conversion rate to Amazon sellers cannot be ignored. It not only improves the product’s position in the search ranking, but also plays a key role in the long-term growth of the brand. Sellers should pay attention to the average conversion rate of their product categories and strive to improve the conversion rate in order to stand out in the fierce market competition and achieve better sales performance.