Overview

Amazon's Product Performance Spotlight dashboard provides sellers with a comprehensive set of metrics to track how their products perform across the customer journey — from initial impressions through to completed purchases. Understanding each metric and how they relate to one another is essential for making informed decisions about pricing, inventory, advertising, and listing optimization.

Key Points / What Sellers Need to Know

• The dashboard tracks the full sales funnel — From impressions (top of funnel) through clicks, page views, cart adds, and ultimately purchases, each metric represents a stage in the customer journey.
• B2B metrics are broken out separately — Amazon Business (B2B) customers have their own dedicated versions of most metrics, allowing sellers enrolled in Amazon Business to evaluate wholesale and institutional demand independently.
• Browser and mobile app data are reported separately — Traffic and session data is split between desktop browser and mobile app, giving sellers visibility into where their customers are shopping.
• Featured Offer percentage is not the same as product availability — This metric specifically measures how often the "Add to Cart" button was associated with your offer, not whether your product was available to purchase through other means.
• Sessions and page views are distinct concepts — A single session can generate multiple page views, so sellers should track both to understand browsing depth and engagement.

Core Traffic Metrics: Impressions, Clicks, and Page Views

Impressions represent the total number of times your product was displayed to customers on Amazon, regardless of whether they interacted with the listing. This is the broadest measure of your product's visibility and serves as the top-of-funnel indicator for product exposure. Clicks measure the total number of times customers actively clicked on your listing after seeing an impression, bridging the gap between passive visibility and active interest. Page views capture the number of times customers landed on your actual offer pages, and because a customer can view the same page multiple times within a single session, page views will typically be higher than session counts. Amazon further breaks down page views and sessions into browser versus mobile app traffic, and each has a corresponding B2B variant for Amazon Business customers.