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Benefits + Strategies to Upgrade Unit Session Percentage on Amazon

David Katz9/28/2024

Not tracking your unit session percentage on Amazon (USP) means missing out on one of the most powerful insights into your product's performance.

This metric reveals how well you convert traffic into sales, and if you work to improve it, you’ll rank higher and sell more. Read on to find out everything you should know about it!

Want to skip to solutions and attract more quality traffic who already see the value in your product?

Join Archer Affiliates to partner with our vetted influencers and content creators. They’ll work hard to bring you sales and boost that unit session percentage.

What is Unit Session Percentage on Amazon?

The unit session percentage, also called the unit session rate, shows how well your product converts visitors into buyers. It focuses on the number of units sold compared to the number of people who visited your product page.

Difference Between Unit Session Percentage and Conversion Rate

If the unit session percentage focuses on units sold, the conversion rate focuses on whether a visitor bought something. In other words, the conversion rate looks at how many visitors purchase regardless of how many units they buy.

While they’re both important, their relevance depends on what you’re focusing on:

  • Unit session percentage: This is helpful for products you sell in bulk or with multiple quantities per order when you want to see the total number of units you’re selling per visitor.
  • Conversion rate: It reflects how effectively your product page converts visitors and helps you measure how many visitors actually buy, even if just one item.
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What is a Good Unit Session Percentage on Amazon?

Industry reports indicate that a good Amazon USP typically ranges from 7% to 15%. As for the average unit session percentage on Amazon, it’s about 12.3%.

However, this can vary depending on the product category. Products with high demand or well-optimized listings might see even higher rates, around 20% or more.

If your percentage is below 10%, it might be a sign that your product listing needs optimization to convert visitors into buyers better.

How USP Impacts Sales and Visibility on Amazon

Amazon cares about customer experience (and sales, of course). Since a high USP tells the algorithm your visitors are buying multiple units per session, Amazon will:

  • Understand that your product is popular and trust it more.
  • Improve your ranking in search results and send you more shoppers.

So, the unit session percentage directly impacts your listing’s visibility and sales because Amazon’s algorithm favors products with strong metrics like the unit session percentage.

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Benefits of Unit Session Percentage for Amazon Sellers

Having access to this data, watching it closely, and doing your best to improve it will help you:

  • Make informed decisions: A low USP could mean your listing isn’t converting well. Determine what page adjustments to make - descriptions, prices, etc. - to maximize your Amazon results.
  • Measure optimization impact: Any list update will impact your USP. By tracking this percentage before and after changes, you can better understand the effect of your optimization and further refine it.
  • Target high-quality traffic: USP fluctuations correlated with specific marketing campaigns suggest certain strategies bring in visitors more likely to buy in larger quantities. In time, you can identify those strategies and use them more.
  • Spot conversion patterns: As you monitor the USP over time, you can identify how promotional efforts or seasonal changes impact sales so that you can plan better.
  • Benchmark against competitors: Comparing your USP to competitors shows how your products stack up in the same category. If yours is much lower, competitors are converting better. So, you can study their listings and adjust your strategy to boost your performance.
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How to Find Your Unit Session Percentage

You can easily find your unit session percentage by accessing your reports in Seller Central:

  1. Log into Seller Central: Navigate to your Amazon Seller Central account.
  2. Access Business Reports: On the main dashboard, click on the Reports tab and select Business Reports from the dropdown menu.
  3. Choose Detailed Page Sales and Traffic by ASIN: In the Business Reports section, under By ASIN, click on Detail Page Sales and Traffic.
  4. Locate Unit Session Percentage: The report will display a variety of metrics, including Unit Session Percentage. It’s listed alongside metrics like sessions, page views, and total units ordered.
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Strategies to Improve Your Unit Session Percentage

More traffic (if well-targeted!) is always beneficial, but you’re still supposed to convert those visitors once they land. So, here’s how to go beyond traffic numbers and improve your unit session percentage:

  • Optimize your product title and images: Check that they’re clear and compelling and show your product in the best light. This way, they’ll grab attention and encourage more sales.
  • Improve product descriptions: Use concise, benefits-focused language that answers customer questions and persuades them to buy.
  • Encourage reviews and ratings: Positive reviews increase buyer trust, boost conversions, and potentially lead to a higher unit session percentage.
  • Offer promotions or discounts: Limited-time deals can push hesitant buyers to purchase more than one unit per session.
  • Test different pricing strategies: Competitive pricing can improve conversions, as customers are more likely to buy more when they see value for money.
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Factors That Can Negatively Affect Unit Session Percentage

The unit session percentage depends on traffic and product listing quality. Here’s what could hurt your conversion rate aside from not getting enough visitors on the page:

  • Low-quality product images: A lack of lifestyle images or just poor, unclear visuals may not convince visitors that the product would fit into their lives.
  • Vague or misleading descriptions: When product descriptions are unclear or incomplete, potential buyers can leave without making a purchase.
  • Lack of social proof: Few or negative reviews will deter buyers, hurting your unit session percentage.
  • Slow shipping options: If buyers notice long delivery times, they might abandon the purchase and look for faster alternatives.
  • Price discrepancies: Pricing that is significantly higher than competitors without clear added value will turn visitors away, reducing conversion rates.
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Grow Your Amazon Listing Traffic and Sales with Archer Affiliates

You’ve learned how to optimize your Amazon listing for higher conversions — now it’s time to boost the right kind of traffic. With Archer Affiliates, you’ll drive more targeted, high-quality external traffic to your Amazon listings, which directly connects to your unit session percentage (USP). With our Amazon affiliate program for sellers, you’ll enjoy plenty of benefits:

1. Get Relevant Traffic, Not Just More Traffic

Affiliates earn commissions based on sales, so they focus on promoting products that resonate with their audience to maximize conversions. When an affiliate from our network selects your product, it’s because it matches their followers’ needs. They can and will send you high-quality traffic.

2. Reach Educated, Primed-to-Buy Shoppers

Affiliates pre-sell your product by providing their audience with details, benefits, and personal recommendations. When their followers click through, they’re more likely to convert because they already understand your product’s value and may be more motivated to buy multiple units.

3. Connect With 2,500+ Vetted Affiliates

Archer Affiliates offers access to a wide network of affiliates who promote your products through blogs, social media, and email. They’ll drive high-intent shoppers to your listings, and with Amazon attribution tracking, you’ll know exactly where your sales come from.

Connect with our Amazon influencers today and let’s improve both your sales and USP!

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Frequently Asked Questions (FAQs)

Here’s what else you might want to know about your Amazon Unit Session Percentage:

Can Amazon Affiliate Marketing Help Improve My Unit Session Percentage?

Absolutely, and that's exactly what we're doing at Archer Affiliates. Our affiliates connect your offer with the audiences most likely to see its value and prime them to buy before sending them to your page. With more targeted, pre-sold traffic, conversions increase, boosting your unit session percentage as visitors are more likely to buy multiple units.

What Are Benchmarks for Unit Session Percentage?

According to industry reports, a unit session percentage between 7% and 15% is considered good for most categories, with an average of around 12.3%. If your USP is above 20%, it shows excellent performance, whereas if it’s under 10%, it may indicate issues with your listing quality or traffic.

How Often Should I Monitor My Unit Session Percentage?

Monitor your USP at least bi-weekly, if not weekly, to spot trends and quickly respond to changes in conversion rates. If you do it too infrequently, you’ll miss opportunities to optimize your product listings. At the same time, checks that are too frequent might not reveal meaningful shifts.

Conclusion

The unit session percentage is a key metric that impacts both your sales and visibility on Amazon.

By understanding and optimizing it, you can improve your conversion rates and boost your product’s ranking in search results.

Whether it’s refining your product listings or driving targeted traffic through Archer Affiliates, taking steps to improve your USP can lead to:

  • More sales
  • Higher engagement
  • Long-term success

Join Archer Affiliates, and our experienced influencers will start working for your growth. Each sale you make through us is tracked with attribution links, and you can earn 10% back with the brand referral bonus!

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