Reference
Traffic
How many shoppers reached each listing, from which device, and how many of those visits turned into a sale.
Buy Box
A marketplace row's average share of sessions where this account's own listing was the one shown by default, rather than a competing offer on the same listing.
Good: No fixed "good" percentage — it depends on how much competition exists on that listing. Watch it against your own trend on that marketplace.
From: AVG(NULLIF(buy_box_pct,0)) grouped by marketplace in public/traffic.php, from Amazon's own Sales & Traffic report.
Buy Box share
The account-wide average share of sessions where your own listing held the Buy Box, across every product and marketplace.
Good: Compare with the prior period, shown on the badge beside it — losing the Buy Box for part of the time means a competitor's offer was shown instead for that share of visits.
From: traffic_totals()['buy_box'] in public/inc/metrics.php.
By orders
A period's order-based conversion rate in the hidden table beneath the conversion chart — the same figure as Order session rate, shown per row instead of for the whole range.
Good: Read beside By units, not alone — the gap between the two is basket size.
From: traffic_series()['conversion_orders'] in public/inc/metrics.php.
By units
A period's unit-based conversion rate in the hidden table beneath the conversion chart — the same figure as Unit session rate, shown per row instead of for the whole range.
Good: Read beside By orders, not alone — a widening gap says customers are buying multiples per order.
From: traffic_series()['conversion'] in public/inc/metrics.php.
Conv. by orders
The order-based conversion rate for one marketplace — how many of its sessions turned into an order, counted once no matter how many items the order contained.
Good: Read beside Conv. by units on the same row, not alone.
From: grouped by marketplace_id in public/traffic.php: SUM(total_order_items) ÷ SUM(sessions) × 100.
Conv. by units
The unit-based conversion rate for one marketplace — how many of its sessions resulted in at least one unit sold.
Good: Read beside Conv. by orders on the same row, not alone.
From: grouped by marketplace_id in public/traffic.php: SUM(units_ordered) ÷ SUM(sessions) × 100.
Marketplace
Which Amazon storefront the sessions and conversion figures on that row happened on.
Good: A label, not a figure — nothing here to be higher or lower.
From: sales_traffic_daily.marketplace_id, named via marketplaces() in public/inc/metrics.php.
Order items
Amazon's own count of order lines resulting from sessions in that period — not distinct orders: one order for three different products counts as three order items.
Good: The numerator behind By orders — read alongside Units to see how the two conversion rates in the chart above are built.
From: SUM(total_order_items) in traffic_series(), public/inc/metrics.php, from Amazon's Sales & Traffic report.
Order session rate
How many sessions turned into an order, counted by order item — one line of one purchase — rather than by unit sold.
Good: Compare with the prior period, shown on the badge beside it, and read beside Unit session rate: the gap between the two is basket size.
From: traffic_totals()['conversion_orders'] in public/inc/metrics.php: order items ÷ sessions × 100 — Amazon's own "Order Item Session Percentage".
Page views
How many times shoppers' browsers loaded a listing page — Amazon counts repeat views in the same session, so this is usually higher than Sessions.
Good: Compare with the prior period, shown on the badge beside it, and read alongside Sessions rather than on its own.
From: traffic_totals()['page_views'] in public/inc/metrics.php, summed from sales_traffic_daily.
Period
Which day, week or month a row of the conversion table covers, depending on the granularity chosen above the chart.
Good: A label for the row, not a figure.
From: the bucket boundary computed for the chosen granularity, in traffic_series().
Sessions
How many times a shopper visited a listing page, from Amazon's own Sales & Traffic report.
Good: Compare with the prior period, shown on the badge beside it, and read alongside the conversion rates rather than on its own.
From: traffic_totals()['sessions'] in public/inc/metrics.php, summed from sales_traffic_daily.
Share of sessions
What portion of the account's total sessions shown in this table belong to that marketplace.
Good: Shares across the table add to 100%; read one beside the others, not against a fixed number.
From: that marketplace's sessions divided by the total across the marketplaces shown, computed in public/traffic.php.
Unit session rate
How many sessions resulted in at least one unit being bought — counted by unit sold, not by order placed.
Good: Compare with the prior period, shown on the badge beside it. Usually close to Order session rate; a widening gap says customers are buying multiples per order.
From: traffic_totals()['conversion'] in public/inc/metrics.php: units ordered ÷ sessions × 100 — Amazon's own "Unit Session Percentage".
Units
How many units that marketplace sold in the period, from the traffic report rather than the order report.
Good: Compare with Sessions on the same row via Conv. by units, not on its own.
From: SUM(units_ordered) grouped by marketplace_id in public/traffic.php.