Amazon conversion rates vary widely by category, but many sellers operate somewhere in the 10–20% range, which is far higher than typical ecommerce because Amazon shoppers arrive intending to buy. The useful comparison is not a global benchmark but your own category and your own historical rate — a sudden drop is far more diagnostic than an absolute number.
Where to find your real number
In Seller Central, the Business Reports section gives Unit Session Percentage per ASIN, which is your conversion rate. Track it over time rather than reading it once.
What actually moves it
Main image, price relative to the visible competition, review count and star rating carry most of the weight. Bullets and A+ content matter more for shoppers who scroll, which is a smaller group than most sellers assume.
A conversion rate improvement is the highest-leverage change available, because it lowers ACOS on every keyword at once and simultaneously improves organic rank.
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