Sales & Traffic: sessions, conversion and Buy Box
Amazon's Sales & Traffic business report is downloaded per store, one day at a time, newest day first, for about the last 90 days. It needs a brand-registered account with the Brand Analytics role, like the cart metrics.
The numbers
- Sessions: visits to your product pages.
- Conversion %: units ordered ÷ sessions × 100, summed over the whole range (never an average of daily percentages).
- Buy Box %: the share of page views where you held the Buy Box, weighted by page views.
They appear on the Performance report as a "Traffic & conversion" chart and as optional tiles, on the Products page as Sessions and Conversion % columns, and on the dashboard through signals.
Loaded days only
Some days are not loaded yet, failed, or had no data. A missing day is unknown, not zero. So a bucket on a missing day is a gap, a partly loaded range says "loaded for N of M days", and a change against the previous period is shown only when both ranges are fully loaded.
Unfiltered totals use Amazon's store totals. With a SKU or ASIN search the numbers are summed from the products, which can overcount a shopper who visited several of them.
The three signals
Signals work per product (child ASIN) and count back from the last loaded day, never from today, because Amazon publishes days late and an unpublished day must not look like a drop.
| Signal | Condition | What to check |
|---|---|---|
| Traffic drop | Sessions in the last 7 days are 70% or less of the 14 days before them, and the earlier average was at least 20 sessions a day | Ranking, stock, a suppressed listing |
| Conversion drop | Recent conversion is 70% or less of the baseline, while daily sessions stayed within 20%, with at least 100 sessions recently | Price, reviews, images, Buy Box |
| High traffic, low conversion | Among the store's top quarter of products by sessions over 28 days, at least 200 sessions and conversion under half the store's | The listing: price, main image, title, A+ content |
The two trend signals (Traffic drop, Conversion drop) need enough loaded days in their windows (at least 5 recent and 10 baseline days), otherwise a half-loaded window would show drops that are not real. Each signal also shows an estimated impact.
Signals appear in Needs attention on the dashboard and as pills on the Products page, where you can filter by them.
Still stuck? Ask us from the chat bubble in the corner of the page. Tell us the store, the page and the date range.