Power Your Ecommerce Business with Amazon Funnel Insights

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Shannon O'Shea

Aug 08, 2023
2 min read
Optimize your e-commerce business with Amazon Funnel Insights
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INDEX
The Conversion Path: How Users Behave on Amazon.it
More Users Visit - and Convert - During Site Promotional Events
Engaging Product Pages: The Key to Amazon Sales
Semrush studied a year of Amazon clickstream data (December 2021 to November 2022) to analyze the customer funnel. The study focused on browser visits to Amazon.com, including two purchase methods: Buy It australia email list Now clicks and shopping carts.


According to the study, 14.35% of all site visits end in a purchase.

While it is possible to get a conversion without the customer ever visiting a product page, it is unlikely that this will happen. 92.4% of conversions occurred after visiting a product page, even when the "Buy Now" button was used.

If we only consider transactions from the cart, this is how the result breaks down.

11.94 % of all sessions include at least one Add to Cart click, meaning a large majority never get to this point. But once users click Add to Cart, they have two options:

68.05 % of carts end in a purchase (8.12% of sessions);
31.95 % of carts are abandoned (3.81% of sessions).
For marketers, this means that if you convince the customer to click on that button, you have a strong chance of conversion.