Find Winning Products Fast Using Amazon Business Reports

Published on February 3, 2026

About this video

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If you are running Amazon ads and looking at your conversion rates, you might be making a big mistake. In this video, I break down why unit session percentage alone does not tell the full story when it comes to Amazon advertising and Amazon listing optimization.

Conversion rate on Amazon is one of the most important metrics, but it does not work in isolation. You need to look at the bigger picture, including where your traffic is coming from, whether it is relevant, and how your Amazon ads are driving sessions to each listing. In this video, I walk you through real examples from Amazon Seller Central where two almost identical products have very different unit session percentages, and explain exactly why.

One of the biggest mistakes in Amazon PPC is assuming that the product with the highest conversion rate should get all the ad spend. That is not always the case. Sometimes a lower conversion rate product is actually benefiting from traffic being sent to another variation, or the traffic itself is not qualified. If you are running Amazon sponsored products, sponsored brands, or any category targeting campaigns, the quality of traffic matters just as much as the quantity.

I also cover how outside traffic sources like Meta ads can actually hurt your unit session percentage on Amazon if the visitors are not converting. This is something that affects your organic conversion rate as well, so your Amazon listing optimization and your paid Amazon advertising need to work together.

In this video you will also learn a quick 5 minute check you can do in your Amazon Seller Central account to spot patterns between your product variations. This simple process can help you find where you are wasting ad spend and where you should be increasing your Amazon ads budget. Whether you are a PPC manager, an Amazon advertising agency, or managing your own Amazon campaigns, this kind of analysis is something you should be doing regularly.

This is not about chasing the highest number on your dashboard. It is about understanding what is actually happening behind the data. Your Amazon advertising strategy needs to account for awareness campaigns, variation traffic, and the overall health of your listings. Taking a holistic look at your Amazon ads performance is what separates good account management from great account management.

Contents: 0:00 Introduction to conversion rate and traffic on Amazon 0:23 Why the highest conversion rate product should not always get all the ad spend 1:30 How outside traffic and Meta ads affect your unit session percentage 2:08 Real example: two variations with similar sessions but different conversion rates 3:07 Second example: spotting patterns between product variations 3:30 The 5 minute check to find wasted ad spend and growth opportunities 4:07 How to cut costs and increase sales with this analysis

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Transcript

Hi and welcome to another advertising tutorial. In this one, I will talk about the logic behind conversion rate, the organic conversion rate and traffic and how it's not exactly everything in in numbers. You need also to also to take into consideration the bigger picture, the holistic overview of how things are functioning. Take a look at this perfect example. You have these uh business reports last 30 days. I sorted by order product sales and you can see that the top two products you will see that one of them has pretty high conversion rate for this type of product while the other one which is almost the same product has only 1.64 like that's like three times less of a conversion rate. So immediately would you would think like hey why don't we put all the advertising efforts and ad spend into the top one because you know we're going to get three times more the the sales and money you know everybody will be happy. The thing is that these two are quite the same the same products but uh in this example I know that the top one is benefiting from the traffic that we lead towards the lower one. And then there's this um also you need to take into into consideration that it's not just high traffic like hey let's bring as many people to our listing as possible. Let's just run a sponsor display category targeting or sponsor product category targeting cast a wide net and everybody will be aware of our products and everybody will buy. Now you know that that's not how it works. So looking only at the unit session percentage, you would say like, hey, this is our hero product and this guy sucks. Uh, which would be completely opposite of what's going on. So you need to drive meaningful traffic. Your advertising needs to be spoton. Uh, and by the way, for those of you who don't know, this is the overall conversion rate. So combined conversion rate from the ads and the organic ones. So, for example, if you run some outside traffic or meta ads or whatever you think of and you bring a lot of traffic to your listing, but not many of them convert, your unit session percentage will go down simply because it's how many units were sold um after how many um sessions, you know, it's simple as that. Now, I will show you a few good examples on what's not the case like this and where you can benefit from increasing traffic. Okay, take a look at this one. So these two as you can see from the sess sessions have almost the same it's not really like it's less than 10% of a difference of number of sessions and take a look at the unit session percentage. So the the second one it's actually the variation in size. The second one is being uh is having twice the conversion rate than the the top one here because they're getting the same exposure. people are choosing the one variation probably because bigger population uh find that this product size fits them the best. So taking into the whole picture like okay similar amount of traffic towards these two guys one is converting pretty good for the category average one is really bad at it. So increasing the traffic towards this one is most likely going to produce meaningful results. It's not just any traffic. Your uh listing needs to be uh optimized with proper words. Your advertising need to follow that and know drive relevant traffic towards your listing. Not just any traffic. Then another good example here also similar number both both examples are low traffic but you get the point. So not that big of a difference of how many sessions in 30 days but then again the top one is almost double the conversion rate than the the below one. So this is something that's really a good signal and you see you can spot these kind of patterns like spending five minutes um in your business report. So if you like this forward this to your um PPC managers or account managers and they will increase your sales significantly. Um it's again it's not just by the numbers. If you're auditing someone's account you would say hey this this is a waste of time or money. You're driving traffic and this one shouldn't be shouldn't get any attention only this one. know it's not just like what numbers are telling you. You need to ask yourself and your team what's happening? Why is this happening? Did we have some test with the increasing the awareness phase? So therefore we have a bunch of traffic which is not for conversion. It's just for awareness. So maybe that's skewing the results. Meaning um you by analyzing business reports like this in this five minutes you can find really opportunities for growth and also you can find what is it that you can maybe cut some cost. Maybe you're spending unnecessary money towards one variation while the other one is winning. With this five-minut tip, you can save thousands and you can earn many more. Let me know if you have any questions in the comments and see you tomorrow in the next video. Bye-bye.

Frequently asked questions

Why should you not automatically direct all ad spend toward the product variation with the highest unit session percentage?

A high conversion rate on one variation can be inflated by traffic that was actually sent to a different variation first. In the example from the video, the top-converting product was benefiting from sessions that were driven to a closely related lower-converting variation. Redirecting all spend to the high-converter without understanding that relationship would remove the traffic that was helping it perform, potentially harming both products. The numbers alone do not explain the dynamic; you need to understand the traffic flows between variations before making budget decisions.

How can outside traffic sources like Meta ads affect your Amazon unit session percentage?

Unit session percentage (the Seller Central conversion rate metric) is calculated as units sold divided by total sessions, regardless of traffic source. When you run awareness campaigns on Meta, Google, or other external channels that drive large volumes of low-intent visitors to your listings, those sessions are counted even if very few of them convert. This dilutes the unit session percentage, making an otherwise well-performing listing appear to have a poor conversion rate, which could lead to misguided decisions about pausing ads or deprioritizing that product.

How do you use the Business Reports in Seller Central to quickly spot PPC budget allocation opportunities?

Sort your Business Reports by ordered product sales for the past 30 days and compare unit session percentages across similar variations or products that receive similar session volumes. When two variations with comparable traffic show significantly different conversion rates (for example one converting at double the rate of the other), the lower-converting variation may be a strong candidate for increased ad spend because the traffic quality is already proven and the conversion gap is likely fixable. This five-minute check can reveal both overspend on low-converting products and untapped growth opportunities on high-converting ones that are currently under-advertised.