Why Is My Amazon Conversion Rate So Low?

Low Amazon conversion rate? The problem is usually your listing, not your ads. Here is how to diagnose it and what to fix first.

Article summary

Low Amazon conversion rate? The problem is usually your listing, not your ads. Here is how to diagnose it and what to fix first.

The longer answer

Short answer: nine times out of ten, a low Amazon conversion rate is a listing problem, not a traffic problem. Before you touch PPC bids, check your main image, bullets, reviews, price position, and A+ Content. Sending more traffic to a weak listing just burns money faster.

The conversion killers I check first

I see this constantly. A brand comes to me saying "our PPC is not working" and the first thing I check is not the campaigns. It is the listing conversion rate.

What most people get wrong

Category Typical conversion range First thing I check Consumables and supplements 12-18% Reviews, subscribe-and-save, benefit clarity Beauty and skincare 8-14% Main image, claims, comparison content Home and kitchen 6-12% Use-case images and price position Electronics and gadgets 4-8% Specs, trust signals, comparison chart Apparel 3-6% Fit, sizing, variation experience

What I would do next

If you are significantly below your category average, your listing is probably the problem. I audited a pet products brand that was spending $22k per month on PPC with an 11% ACOS and a 4.2% conversion rate. Their category average was closer to 10-13%. They were driving plenty of traffic. The listing just was not closing.

About the author

Main image. Does it look premium on mobile? Does it clearly show what the product is in three seconds? A weak main image hurts click-through and conversion at the same time.