Conversion Rate (Unit Session Percentage)
Orders divided by sessions. Amazon reports it as Unit Session Percentage in Business Reports.
Why it matters
Conversion rate is both a business result and a ranking input. Amazon promotes listings that turn traffic into sales, so improving conversion raises rank, which brings more traffic, which compounds. It is the metric with the most leverage per hour of work.
In practice
Amazon counts a session as a visit rather than a unique visitor, so one shopper returning three times is three sessions. Benchmarks vary widely by category, but a well-optimized listing commonly runs in the low-to-mid teens, and anything under about 8% usually points at a fixable problem: price, images, review count, or traffic from mismatched keywords.
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