What's a Good Amazon Conversion Rate by Category?

Amazon conversion rate benchmarks by category, from supplements to apparel, plus what separates average listings from top performers.

Article summary

Amazon conversion rate benchmarks by category, from supplements to apparel, plus what separates average listings from top performers.

The category benchmarks I use

Short answer: average Amazon conversion rates range from 5% to 15% depending on category, with consumables and supplements at the high end and apparel at the low end. A good rate is top-quartile for your category, which usually means 1.5-2x the category average.

What most people get wrong

I track conversion rates across every account I manage. These ranges reflect what I see consistently across US marketplace accounts:

What I would do next

Category Average range Top-quartile range Supplements and vitamins 12-18% 20-25% Pet supplies 10-15% 17-22% Consumables 10-14% 16-20% Beauty and skincare 8-14% 15-19% Health and wellness 8-12% 14-18% Home and kitchen 6-12% 12-16% Baby products 6-10% 11-15% Sports and outdoors 5-10% 10-14% Electronics and gadgets 4-8% 8-12% Apparel and fashion 3-6% 6-10%

About the author

Conversion rate on Amazon includes both organic and ad-attributed sessions. Your PPC traffic may convert at a different rate than organic traffic. Check both in Amazon Business Reports: session percentage and unit session percentage by traffic source.