Amazon traffic, but few sales? Start here.

Find the friction before increasing spend.

Your listing gets visits, but orders remain low. Changing images or increasing advertising may feel like the obvious next step. Start with a diagnosis: are the right buyers arriving? Is the offer available? Does the page answer their questions?

This guide gives marketplace teams an order of checks. There is no conversion threshold that fits every category: price, format, demand and traffic mix change the comparison.

1. Make the comparison consistent.

Choose one ASIN, one marketplace and two comparable periods. Review sessions, units ordered and availability. Unit session percentage relates units to sessions; it is not necessarily the percentage of people who buy, because an order can contain multiple units.

Separate B2B and total data where available. Account for promotions, price changes and out-of-stock days. Comparing different products, or a promotional period with an ordinary one, can lead to the wrong decision.

2. Check purchase barriers first.

3. Make images answer the right questions.

The gallery should identify the product, explain what is included, show dimensions and details, and help buyers choose the right variant. The main image must follow the relevant category rules. Secondary images can explain features and use context without suggesting extra accessories or unproven outcomes.

Our illustrated first-aid kit audit shows a specific issue: information contained in bullets but not easily understood visually, alongside an inconsistent catalogue attribute. The useful work is to clarify the buying decision, not simply increase the image count.

4. Choose the next action.

5. Measure the change.

Write the hypothesis first: which uncertainty are you removing and which metric should change? Record dates and assess conversion, orders and margin together. If price, stock and advertising change at the same time, do not attribute the outcome solely to new images.

Amazon Manage Your Experiments supports content tests for eligible accounts and products. Check availability and requirements in your account, and let the experiment finish before deciding. Where traffic is insufficient, start with clear errors and verifiable information.

Your next listing-audit checklist.

• Define the ASIN, marketplace and period.
• Check stock, delivery, price and product format.
• Review traffic and query relevance.
• Match images and attributes to the actual variant.
• Record the hypothesis, metric and change date.
• Read orders and margin alongside conversion.

For an initial review, bring your priority ASINs and the problem you observe. Start with the available evidence, then choose the intervention.

Sources and further reading.

• Amazon: B2B reports and metrics
• Amazon: Manage Your Experiments requirements and process