Overview

Amazon provides sellers with a powerful set of Business Reports inside Seller Central that reveal how products are performing across three critical dimensions: traffic, Buy Box win rate, and conversion. Understanding these metrics and knowing how to improve them is one of the most effective ways to grow revenue on the platform without increasing advertising spend.

Key Points / What Sellers Need to Know

• Traffic (Sessions and Page Views) - These metrics show how often shoppers are finding and visiting your product listings. Higher numbers mean greater product discoverability through search, browse, and advertising.
• Buy Box (Featured Offer) Percentage - This figure indicates how often your offer appears as the default purchase option when a customer views the detail page. Winning the Buy Box is essential for capturing the majority of sales on any given listing.
• Conversion (Unit Session Percentage) - This measures how effectively your listing persuades visitors to actually make a purchase. A high conversion rate means your listing content, pricing, and reviews are doing their job.
• All Three Metrics Work Together - Traffic brings shoppers to your page, the Buy Box determines whether your offer is front and center, and conversion determines whether that visit turns into a sale. Weakness in any one area limits overall performance.

Understanding Traffic Metrics

Business Reports break down traffic into sessions and page views, giving sellers visibility into which products customers are discovering most frequently. A session represents a single visit by a shopper within a defined time window, while page views count every time a listing page is loaded. Products with higher session and page view numbers are being found more often through Amazon search results, category browsing, or external sources. If traffic is low, sellers should evaluate their keyword strategy, advertising campaigns, and overall listing optimization. Improving search relevance through better titles, bullet points, and backend keywords is one of the most direct ways to increase organic traffic to a listing.

Winning the Buy Box

The Buy Box percentage, now officially called the Featured Offer, indicates how frequently your offer is the default option when a customer lands on a product detail page. Sellers who win the Featured Offer have a significantly greater chance of making the sale, since most customers purchase through the Buy Box rather than browsing alternative offers. Key factors that influence Buy Box eligibility include competitive pricing, fulfillment method (FBA sellers generally have an advantage), seller performance metrics, and inventory availability. Monitoring your Buy Box percentage in Business Reports helps you identify listings where you may be losing the Featured Offer to competitors, allowing you to adjust pricing or fulfillment strategies accordingly.