> For the complete documentation index, see [llms.txt](https://docs.sellermagnet.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.sellermagnet.com/dashboard-and-analytics/dashboard-overview/listing-performance.md).
# Listing Performance
Track listing-level performance metrics including impressions, sessions, units ordered, orders, Buy Box percentage, conversion rate, average order value, and refunds. Diagnose traffic and conversion i
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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, timeframe, and ASIN (Amazon Standard Identification Number) selection, plus a **More filters** expander (search, fulfilment, tags), **Apply**, and **Export** |
| **KPI Summary Cards** | Eight metric cards showing aggregate performance |
| **Trend Chart** | Multi-metric line chart showing performance over time, with a metric selector |
| **Traffic Split** | Donut chart splitting traffic between browser and the Amazon mobile app |
| **Performance Table** | One row per report date and ASIN, with metric columns that follow the metric selector |
***
## Data Sync Notice
A notice banner appears at the top when:
* Your Amazon connection is new and data is still syncing
* There is a delay in data availability (Amazon's Brand Analytics data typically lags by a couple of days)
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A **new Amazon connection can take up to 72 hours** to sync before listing performance data appears. After the initial sync, Amazon's own reporting still lags by roughly 2-3 days, so the most recent day you see may be a few days old. 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:
### Primary Filters
These sit on the filter bar and are visible at all times:
| Filter | Description | Type |
| --------------------- | -------------------------------------------------------------------------- | ------------------------ |
| **Marketplace** | Select a specific Amazon marketplace | Single-select dropdown |
| **Timeframe** | Preset ranges (Last 7 / 30 / 90 / 180 Days, All Time) or **Custom** | Single-select dropdown |
| **Custom Date Range** | Start and end date pickers, shown only when Timeframe is set to **Custom** | Date pickers |
| **ASIN** | Choose specific ASINs to analyze | Multi-select with search |
| **Apply** | Applies all selected filters and refreshes data | Action button |
| **Export** | Downloads the current results (see below) | Menu button |
### More Filters
Click **More filters** (the sliders button) to expand an extra panel with:
| Control | Description |
| ---------------- | --------------------------------------------------------------------------------- |
| **Search** | Free-text search by ASIN, SKU (Stock Keeping Unit), or product name |
| **Fulfilment** | Filter by fulfilment method: **All fulfilment**, **FBA only**, or **FBM only** |
| **Product tags** | Filter to products carrying specific tags (shown only when your project has tags) |
| **Clear all** | Resets the advanced filters |
A small counter on the **More filters** button shows how many advanced filters are currently active.
### Export
The **Export** button opens a small menu with two formats:
| Format | Output |
| --------- | ---------------------------------------------------------- |
| **CSV** | Comma-separated values, ideal for spreadsheets and scripts |
| **Excel** | An `.xlsx` workbook |
The export respects your current marketplace, timeframe, ASIN, and advanced filters, so you download exactly what you see on screen.
### ASIN Multi-Select
The ASIN selector uses a searchable multi-select component:
* Type to search by ASIN, SKU, or product title
* Each option shows the product image, name, ASIN, SKU, marketplace, and fulfilment method
* 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 |
| ----------------------- | ---------------------------- | ------------------------ | ------------------------------------------------------------ |
| **Total Impressions** | Total listing impressions | Cyan eye icon | How many times your listings were shown in search and browse |
| **Total Sessions** | Unique visitor sessions | Amber arrow-pointer icon | How many unique shoppers visited your listings |
| **Total Units Ordered** | Total units purchased | Green open-box icon | Volume of units that resulted in an order |
| **Total Orders** | Total order count | Blue cart icon | Number of orders placed for your listings |
| **Avg Buy Box %** | Average Buy Box win rate | Purple trophy icon | Percentage of time you held the Buy Box |
| **Conversion Rate** | Session-to-order ratio | Cyan bullseye icon | Percentage of sessions that converted to orders |
| **Avg Order Value** | Revenue per order | Green coins icon | Average revenue per transaction |
| **Refund Rate** | Percentage of units refunded | Red return icon | Return rate as a percentage of units ordered |
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There is **no revenue KPI card**. Card 4 counts **orders**, not sales value. If you need ordered product sales, add it from the metric selector on the trend chart or open a row's detail modal.
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### 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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**Buy Box % target:** aim for **90% or higher**. **85-90%** is a watch zone, review your pricing and fulfillment. Below **85%**, investigate actively: you are losing meaningful sales to competitors or Amazon. Below **70%** is serious, check 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 **Select Metrics** picker below the chart to choose which data series to plot. It offers around two dozen metrics, grouped roughly as traffic, sales, and device split. You can overlay several at once:
| Group | Selectable Metrics |
| --------------------------- | ------------------------------------------------------------------------------------------------------------ |
| **Traffic (per ASIN)** | Page Views, Sessions, Buy Box Percentage, Session Percentage, Page Views Percentage, Unit Session Percentage |
| **Sales (per ASIN)** | Units Ordered, Total Order Items, Ordered Product Sales |
| **Sales (by date)** | Units Refunded, Refund Rate, Shipped Product Sales, Units Shipped, Orders Shipped |
| **Device split (by date)** | Browser Page Views, Mobile App Page Views, Browser Sessions, Mobile App Sessions, Unit Session Percentage |
| **Device split (per ASIN)** | Browser Sessions, Mobile App Sessions, Browser Page Views, Mobile App Page Views |
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**Conversion Rate** and **Avg Order Value** are KPI cards only, they are not offered in the chart metric selector.
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The **device split** series separate **browser** from **mobile app** traffic for both sessions and page views. Comparing the two shows where your shoppers actually are; mobile-app traffic often converts differently from desktop browser traffic.
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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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## Traffic Split
Next to the trend chart, a **Traffic Split** donut breaks your traffic down by where shoppers viewed your listings:
* **Browser** - shoppers on a desktop or mobile web browser
* **Mobile app** - shoppers using the Amazon shopping app
Seeing the split helps you decide where to focus. If most of your demand is mobile-app driven, mobile-first images and concise titles matter more; a browser-heavy split leaves more room for detailed content and A+ modules.
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## Performance Table
Below the chart, a detailed table breaks performance down over time. There is **one row per report date and ASIN**, so the same ASIN appears once for each day in the range.
### Table Columns
The table always leads with four fixed columns, then adds one column for each **per-ASIN metric** you selected in the metric picker, so the metric columns are **dynamic** and follow your selection rather than being a fixed set.
| Column | Description | Sortable |
| ------------------ | ------------------------------------------------------------------------------------------------------------- | -------- |
| **Date** | The Amazon report date for this row | Yes |
| **ASIN** | The ASIN identifier | Yes |
| **Product Name** | The product title | Yes |
| **SKU** | The seller SKU | Yes |
| **Metric columns** | One column per selected per-ASIN metric (for example Page Views, Sessions, Units Ordered, Buy Box Percentage) | Yes |
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Because the metric columns follow the metric selector, adjusting your selection above changes which columns appear here. **Conversion Rate** and **Avg Order Value** are not table columns.
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**Tip:** Click any row in the table to open a **per-ASIN detail modal** with that product's full metric breakdown, including its **browser vs mobile app** traffic split.
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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% | 85-90% | > 90% |
| **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 Amazon's reporting lag, and that a new connection can take up to 72 hours to sync |
| Comparing different marketplaces | Conversion norms differ by country | Compare within the same marketplace |
\## โ
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 delay of roughly 2-3 days, and a newly connected account can take up to 72 hours to sync before any data appears. 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?
Yes. Use the **Export** button on the filter bar to download the current view directly as **CSV** or **Excel**. The export respects your active marketplace, timeframe, ASIN, and advanced filters. You can also generate scheduled listing performance reports from the **Reports** section.
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](/dashboard-and-analytics/dashboard-overview/reports.md)
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[Dashboard Overview](/dashboard-and-analytics/dashboard-overview.md)
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