# Listing Performance
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**Difficulty:** ๐ข Beginner ยท **Reading time:** \~10 min
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**Open this page in your dashboard:** [**Go to Listing Performance โ**](https://dashboard.sellermagnet.com/dashboard/listing-performance)
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The **Listing Performance** page provides detailed traffic and conversion analytics for your Amazon product listings. This data comes from Amazon's Brand Analytics and Business Reports APIs, giving you the same metrics available in Seller Central but presented with SellerMagnet's enhanced visualization and filtering capabilities.
> Listing Performance data requires that your Amazon account has access to Brand Analytics or Business Reports. Data availability may vary by marketplace and account type.
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## ๐ฅ Video Walkthrough
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**Video tutorial coming soon.** A full guided walkthrough of this feature will be available here shortly.
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## ๐๏ธ Page Structure
| Section | Purpose |
| --------------------- | ----------------------------------------------------------------------------------------------------- |
| **Sync Notice** | Informational banner about data sync status and delays |
| **Filter Bar** | Marketplace, date range, ASIN (Amazon Standard Identification Number) selection, and metric selectors |
| **KPI Summary Cards** | Eight metric cards showing aggregate performance |
| **Trend Chart** | Multi-metric line/bar chart showing performance over time |
| **Performance Table** | Per-ASIN breakdown with all metrics in a sortable table |
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## Data Sync Notice
A notice banner appears at the top when:
* Data is still syncing from Amazon
* There is a delay in data availability (Amazon's Brand Analytics data typically has a 48-72 hour delay)
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Amazon's listing performance data is typically delayed by **48-72 hours**. The most recent data you see may be from 2-3 days ago. This is an Amazon limitation, not a SellerMagnet issue.
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## ๐ Filter Bar
The filter bar provides granular control over which data you analyze:
### Available Filters
| Filter | Description | Type |
| ------------------ | ----------------------------------------------- | ---------------------------------- |
| **Marketplace** | Select a specific Amazon marketplace | Single-select dropdown |
| **Start Date** | Beginning of the analysis period | Date picker |
| **End Date** | End of the analysis period | Date picker |
| **ASIN Selection** | Choose specific ASINs to analyze | Multi-select with search (Select2) |
| **Apply Button** | Applies all selected filters and refreshes data | Action button |
### ASIN Multi-Select
The ASIN selector uses a searchable multi-select component:
* Type to search by ASIN, SKU (Stock Keeping Unit), or product title
* Select multiple ASINs to compare their performance
* Selected ASINs appear as removable chips
* Click the **X** on any chip to deselect that ASIN
* Leave empty to view all products
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**Pro Tip:** Select 3-5 competing ASINs in the same category to compare their sessions, conversion rates, and Buy Box percentages side by side. This helps identify which listings need optimization.
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## KPI Summary Cards
Eight KPI cards provide an aggregate overview of your listing performance:
| KPI Card | Metric | Icon | What It Measures |
| ------------------------- | ---------------------------- | ------------------- | ----------------------------------------------- |
| **Page Views** | Total product page views | Cyan eye icon | How many times your listing pages were viewed |
| **Sessions** | Unique visitor sessions | Yellow users icon | How many unique shoppers visited your listings |
| **Units Ordered** | Total units purchased | Green box icon | Volume of units that resulted in an order |
| **Ordered Product Sales** | Total revenue from orders | Blue dollar icon | Revenue generated from listing traffic |
| **Buy Box %** | Average Buy Box win rate | Purple trophy icon | Percentage of time you held the Buy Box |
| **Conversion Rate** | Session-to-order ratio | Pink chart icon | Percentage of sessions that converted to orders |
| **Avg Order Value** | Revenue per order | Orange receipt icon | Average revenue per transaction |
| **Refund Rate** | Percentage of units refunded | Red return icon | Return rate as a percentage of units ordered |
### Trend Indicators
Each KPI card includes a trend comparison:
* **Green up arrow:** Metric improved vs. previous period
* **Red down arrow:** Metric declined vs. previous period
* **Gray flat indicator:** No significant change
### Understanding the Metrics
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**Quick Health Check:** Conversion Rate above 10% = strong listings. Buy Box above 90% = healthy. Refund Rate below 5% = normal. If any metric is in the red, the table below explains what to check.
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| Metric | Calculation | Healthy Benchmark |
| ------------------- | ------------------------------------- | ---------------------------- |
| **Conversion Rate** | (Units Ordered / Sessions) x 100 | 10-15% for most categories |
| **Buy Box %** | Time with Buy Box / Total time listed | > 90% for own-brand products |
| **Avg Order Value** | Ordered Product Sales / Total Orders | Varies by category |
| **Refund Rate** | Units Refunded / Units Ordered x 100 | < 5% for most categories |
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A **Buy Box percentage below 80%** means you are losing significant sales to competitors or Amazon itself. Investigate your pricing, fulfillment method, and account health metrics immediately.
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## Trend Chart
The trend chart visualizes your selected metrics over time with an interactive multi-metric display.
### Chart Features
| Feature | Description |
| ------------------------ | --------------------------------------------------------------------------- |
| **Multi-metric overlay** | Display multiple metrics on the same chart for correlation analysis |
| **Metric selector** | Choose which metrics to display using the dropdown/selector below the chart |
| **Hover tooltips** | Hover over any data point to see exact values and dates |
| **Time granularity** | Automatically adjusts (daily/weekly/monthly) based on selected date range |
| **Responsive layout** | Chart adapts to screen size with proper scaling |
### Metric Selection
Use the metric selector below the chart to choose which data series to display:
| Selectable Metric | Chart Type |
| --------------------- | ---------------------------- |
| Page Views | Line/bar chart |
| Sessions | Line/bar chart |
| Units Ordered | Line/bar chart |
| Ordered Product Sales | Line/bar chart |
| Buy Box % | Line chart (percentage axis) |
| Conversion Rate | Line chart (percentage axis) |
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**Pro Tip:** Plot **Sessions** and **Conversion Rate** together on the same chart. If sessions are stable but conversion rate is dropping, the issue is your listing (images, pricing, reviews). If conversion is stable but sessions are dropping, the issue is traffic (PPC, SEO, ranking).
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## Performance Table
Below the chart, a detailed table shows per-ASIN metrics for the selected period.
### Table Columns
| Column | Description | Sortable |
| ------------------------- | -------------------------------------- | -------- |
| **Product / ASIN** | Product title and ASIN identifier | Yes |
| **Sessions** | Number of unique visitor sessions | Yes |
| **Page Views** | Total page view count | Yes |
| **Units Ordered** | Units purchased from this listing | Yes |
| **Ordered Product Sales** | Revenue from this ASIN | Yes |
| **Conversion Rate** | Session-to-order conversion percentage | Yes |
| **Buy Box %** | Average Buy Box win rate | Yes |
| **Avg Order Value** | Average revenue per order | Yes |
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## ๐ฃ Step-by-Step: Diagnosing a Sales Decline
1. Navigate to **Dashboard > Listing Performance**.
2. Set the date range to the **last 30 days**.
3. Review the **KPI cards**: identify which metrics declined.
4. Use the decision tree below:
| Symptom | Likely Cause | Action |
| ----------------------------------- | ---------------------------- | ---------------------------------------------------------------------------- |
| Sessions dropped, conversion stable | Traffic/visibility problem | Check PPC campaigns, organic ranking, and search term relevance |
| Sessions stable, conversion dropped | Listing quality problem | Review images, price competitiveness, bullet points, and A+ content |
| Buy Box % dropped significantly | Pricing or competition issue | Check if a new competitor entered or if your price drifted above the Buy Box |
| All metrics dropped | Account or listing issue | Check for listing suppression, policy warnings, or inventory stockout |
5. Select the specific affected ASIN in the filter to isolate its data.
6. Plot **Sessions** and **Conversion Rate** on the trend chart to pinpoint when the decline started.
7. Cross-reference the date with any changes you made (price adjustments, listing edits, PPC changes).
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## ๐ฏ Real-World Scenario: Optimizing a Low-Converting Listing
**Situation:** Product Y (ASIN B09YYYYYY) receives 1,200 sessions/month but only converts at 4.2% (category average is 11%).
| Step | Analysis | Finding |
| ---- | -------------------------------- | ------------------------------------------------------------ |
| 1 | Filter to ASIN B09YYYYYY | Confirmed: 1,200 sessions, 50 units ordered, 4.2% conversion |
| 2 | Check Buy Box % | 96%: not a Buy Box issue |
| 3 | Compare with top-performing ASIN | Top product has 14.8% conversion with similar sessions |
| 4 | Review listing externally | Main image is low quality; bullet points are generic |
| 5 | Implement changes | New main image, enhanced bullet points, added A+ content |
| 6 | Re-check after 2 weeks | Conversion improved to 9.1% (+117%), units ordered doubled |
**Before:** 1,200 sessions x 4.2% = 50 units/month x EUR 24.99 = EUR 1,249.50 revenue **After:** 1,200 sessions x 9.1% = 109 units/month x EUR 24.99 = EUR 2,723.91 revenue **Impact:** +EUR 1,474/month from the same traffic, zero additional ad spend.
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## Key Metric Benchmarks
| Metric | Poor | Average | Good | Excellent |
| ----------------------------- | ----- | ------- | ------- | --------- |
| **Conversion Rate** | < 5% | 5-10% | 10-15% | > 15% |
| **Buy Box %** | < 70% | 70-85% | 85-95% | > 95% |
| **Refund Rate** | > 10% | 5-10% | 3-5% | < 3% |
| **Session-to-PageView Ratio** | > 3.0 | 2.0-3.0 | 1.5-2.0 | < 1.5 |
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These benchmarks vary significantly by product category. Electronics and apparel typically have lower conversion rates than consumables and household goods. Use your own historical data as the primary benchmark.
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โ ๏ธ Common Mistakes to Avoid
| Mistake | Impact | Better Approach |
| -------------------------------- | ------------------------------------------------- | --------------------------------------------- |
| Checking data daily | Day-to-day fluctuations create noise | Analyze 7-day or 30-day trends |
| Ignoring Buy Box % | Lost Buy Box = lost sales, even with high traffic | Monitor Buy Box weekly for all ASINs |
| Focusing only on sessions | High traffic with low conversion wastes ad spend | Optimize conversion before increasing traffic |
| Not filtering by ASIN | Aggregate data hides per-product issues | Analyze top products individually |
| Expecting real-time data | Frustration with "missing" recent data | Remember the 48-72 hour Amazon data delay |
| Comparing different marketplaces | Conversion norms differ by country | Compare within the same marketplace |
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Best Practices
1. **Weekly review:** Check the KPI cards and trend chart every Monday for the previous week's data.
2. **Focus on conversion first:** A 1% improvement in conversion rate often has more impact than a 20% increase in sessions.
3. **Track Buy Box continuously:** Set up a weekly reminder to check Buy Box percentages for your top 10 revenue products.
4. **Correlate with PPC:** When you increase ad spend, monitor whether sessions increase proportionally and whether conversion holds steady.
5. **Seasonal awareness:** Note seasonal patterns in your data. Session counts naturally increase during Q4 and dip in January.
6. **A/B test listings:** Change one element at a time (main image, title, price) and measure the conversion impact over 2 weeks.
7. **Multi-ASIN comparison:** Select your top 5 ASINs and compare their metrics to identify which listing strategies work best.
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## โ FAQ
Why is my listing performance data delayed?
Amazon provides Brand Analytics and Business Reports data with a 48-72 hour delay. This is standard across all tools that use Amazon's API, it is not specific to SellerMagnet.
Can I see listing performance for all marketplaces at once?
No. Amazon provides performance data per marketplace. Select the marketplace you want to analyze from the filter bar. You can switch between marketplaces to compare performance across regions.
What is the difference between "Sessions" and "Page Views"?
A **session** is a unique visitor to your listing (one person = one session, even if they view the page multiple times). **Page views** count every individual view, including repeat visits by the same person. One session can generate multiple page views.
Why does my Buy Box percentage show 0%?
This typically means the product is out of stock, the listing is suppressed, or you do not currently hold the Buy Box for that ASIN. Check your inventory status and pricing competitiveness.
Can I export listing performance data?
You can generate listing performance reports from the **Reports** section with your desired date range and marketplace filters.
How is conversion rate calculated?
Conversion Rate = (Units Ordered / Sessions) x 100. Note that this is based on sessions, not page views. If a shopper visits your listing 3 times (3 page views, 1 session) and buys on the third visit, that counts as one conversion from one session.
Does the data include organic and paid traffic separately?
The Amazon Business Reports data combines organic and paid (PPC) traffic. To isolate PPC performance, use Amazon's Advertising Console or SellerMagnet's PPC analytics (if available).
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## โก๏ธ What's Next?
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[reports](https://docs.sellermagnet.com/dashboard-and-analytics/dashboard-overview/reports)
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[](https://docs.sellermagnet.com/dashboard-and-analytics/dashboard-overview)
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