What is Amazon conversion share?
Amazon conversion share is the percentage of a search term's reported conversions captured by a particular product in the Brand Analytics Top Search Terms report. It measures the product's portion of converting activity for that term, not its conversion rate and not its share of all Amazon sales. Conversion share equals a product's reported conversions for the search term divided by all reported conversions for that term, multiplied by 100. If an electric toothbrush captures 10 of the 100 reported conversions for rechargeable electric toothbrush, its conversion share is 10%. This is a hypothetical example, not a measured market result. Amazon's Top Search Terms dashboard displays conversion shares for the products it lists as most clicked. Those are not necessarily the three products with the highest conversion rates or shares. The percentages do not have to total 100%, because other products may capture conversions for the same term. No. Conversion rate compares a product's conversions with a corresponding traffic measure, such as clicks or sessions, depending on the report. Conversion share compares its conversions with total reported conversions for the search term. A simple example of 10 purchases from 200 clicks gives a 5% click-to-purchase rate; 10 of 100 total term purchases gives a 10% share. Search Query Performance uses purchase counts and purchase shares at the final funnel stage. These are related concepts, but do not assume that a purchase-share figure from one dashboard equals a conversion-share figure from another. Match the report, selected brand or ASIN, time period and attribution definitions before comparing values. Compare it with click share in the same Top Search Terms report. If a product captures a larger portion of clicks than conversions, review whether the offer meets shopper expectations after the click. Price, reviews, product compatibility, stock and delivery conditions can all matter; the share gap alone does not establish a single cause. A stronger conversion share than click share can indicate that the product captures a relatively large portion of conversions from its slice of clicks. Check sample size and underlying counts before acting. Changes in competitor activity can move your percentage even if your own purchases stay flat, so share growth is not automatically sales growth. Use the insight to prioritise relevant listing and keyword tests, not to copy every term a competing product converts for. A keyword that works for a brush with a particular charging system may be unsuitable for a different model. Relevance and margin remain important even when a share percentage looks attractive.
Amazon conversion share is a product's percentage of reported conversions for a search term. Learn how it differs from conversion rate and purchase share.