Your conversion rate on Amazon is crucial to the success of your business. Do you know what your conversion rate is? Many sellers don’t. The metric you need to track is called your Amazon Unit Session Percentage Rate.
It is calculated using the following formula:
Unit session percentage rate = units ordered / # of sessions
The average rate on Amazon is 12.3%. If you’re currently below that benchmark then you may be in danger.
How to Improve Your Amazon Conversion Rate
It’s a good idea to check your listings are optimised first. Your price could be wrong or your copy could be terrible. Amazon is also heavily focused on relevancy at the moment so ensure that any keywords you are using are relevant.
Here are five ways to improve your Amazon unit session percentage rate.
1. Play with Colour Psychology
Colours have unconscious effects on people, and using them in strategic ways can impact your conversion rates.
- Red: Good for power, urgency, passion, and intensity. Use it for things like closing on a sale.
- Pink: Correlated with romance and femininity. Use it for things like marketing to women and girls.
- Orange: Represents energy, excitement, and aggression. Use it for things like subscriptions and calls-to-action.
- Yellow: Associated with optimism and youth. Use it for things like getting people to look closer into a deal or product.
- Green: Has to do with wealth, relaxation, and peace. Use it for things like introducing a new or complex idea to buyers when you need them to process something easily.
- Blue: Makes people feel calm, trusting, and secure. Use it for things like financial information exchange.
- Purple: Can help people feel soothed and pampered. Use it for things like selling healthcare or beauty products.
- Brown: Usually implies strength, confidence, and dependability. Use it for things like convincing on-the-fence buyers.
- Black: Creates a powerful, sleek, and dominant feeling. Use it for things like luxury or high-end products.
- White: Has an air of openness and blank slate-ness. Use it for things like making products stand out without any background noise.
2. Include Questions in Your Copy
Look at the following two examples of copy and see which one pulls you in more.
- 43% of seniors suffer from arthritis. Here’s how you can reduce your chances.
- 43% of seniors suffer from arthritis. Are you doing everything you can to keep yourself out of that pool?
By asking a question, you’re actively engaging the reader and drawing them in on a deeper level. You’re getting them to really reflect on what you’ve written and think about the information you’ve had, as opposed to passively presenting the information and hoping they’ll bite — and a deeper engagement can result in a higher conversion rate.
3. Encourage them to Add to Cart Instead of Buy
Buying is the ultimate goal, but avoid writing that out explicitly. It demands a greater level of commitment than asking them to add something to their cart (even if you actually do want them to buy it).
But once someone has something in their cart, they’re about a millimetre away from purchasing it, which requires a bit of a different strategy. The key is to get them moving along steadily and not with too many big leaps.
4. Entice Them With a Promotion
People love to feel like they’ve gotten a good deal. It doesn’t have to be a knock-it-out-of-the-park special, but just something that makes them feel like they’ve won before buying.
Test out a bunch of different promotions to see which is most effective, whether it’s a ‘buy X, get X% off’, ‘free X with purchase’, ‘free shipping over X’, or ‘X off before X date’.
5. Making the Purchase Process as Simple as Possible
The more streamlined you make the path between browsing and buying, the better your odds are at improving your conversion rate. Do things like:
- Only create one task for the buyer per landing page.
- Use colourful buttons that make it easy to make selections (instead of text boxes).
- Include a CTA at the bottom of every page with a decent amount of copy on it.
- Take out the fancy, fussy elements and keep things plain and simple.
- Test different landing pages for different traffic sources/audiences.
- Add a thank you after the purchase, and try to include a bonus to create a memorable impression.
6. Use Automated Repricing to Stay Competitive
Automated repricing tools adjust your product prices in real time based on market conditions and competitor activity, helping you stay Buy Box eligible without constant manual updates.
Since 83% of all Amazon sales happen through the Buy Box, maintaining competitive pricing is crucial for converting product views into purchases—and ultimately improving your Unit Session Percentage. Just ensure you set smart rules and price boundaries to protect your margins while staying responsive to market shifts.
Final Thoughts
Your Unit Session Percentage is a key signal of how well your listings are converting. To improve it:
-
Optimize your product detail pages
-
Build up reviews and trust signals
-
Take advantage of A+ Content
-
Stay in stock and price competitively
-
Most importantly—use automated repricing to boost Buy Box wins and maximize your conversion potential
Want to see how automated repricing can improve your performance? Start your free 14 day trial today
