Think a 20% Conversion Rate Is Good? It Depends...

Hey there,

Quick question: is a 20% conversion rate on Amazon good?

Most sellers assume it is. But here’s the truth: it completely depends on your niche.

We work with Mavi Jeans—a public company—and in their category, a 1% conversion rate means you’re crushing it.

We also have a client selling hamburger buns where 20% is just average.

Why?

Because not all categories are created equal. In consumables, people expect to buy. In categories like mailboxes, they’re window shopping.

So the real question isn’t “is my conversion rate good?” It’s: how does my conversion rate compare to my category’s average?

I broke it all down in this video:

Watch: ​Why Your Conversion Rate Matters Way More Than You Think​

Here’s how to find out:

1. Check your category average. Go to Seller Central → Growth → Product Opportunity Explorer Look up your main keywords and check the search conversion rate.

2. Check your own rate. Go to Brand Analytics → Search Query Performance See how many people clicked your listing, added to cart, and purchased.

Here’s what we look for:

• You’re converting at least 4X higher than your category average

• You’re showing up for a healthy % of impressions on your top keywords

• You’re speaking directly to what your customers care about (Amazon shows you this too—i.e. 62% care about “easy to install”? Make that front and center)

One of our clients in the mailbox category is now converting at 4.6%—over 4x the market average of 1.1%. They’re finally ready to scale ads and dominate page 1 organically.

Bottom line: If your CVR isn’t rising, your sales are slowly dying—you just don’t know it yet.

Want help running a full audit to find your weak spots and growth levers? Just reply “audit” and we’ll take a look under the hood.

Talk later,

Yonah

Founder, The Prime Playbook