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Seller_itDcIupzbDnhS

Amazon Attribution Metric - Many add to cart but low conversion. What is causing this bottle neck?

Hello,

We need help understanding the AMZ attribution metric. Our campaign is generating a lot of ATC (Add to Cart) but compared to our website, the conversion is very low on Amazon. Usually ATC to PUR bottle neck happens due to delivery delay or payment gate issues but both are not applicable to Amazon and we believe ATC to PUR conversion should be easier on this platform. Can someone help us understand the inconsistency in this data? Also why cant we check the ATC metric for sponsored Ad campaigns? That would really help us compare the metric we have on AMZ attribution as well.

This is our shopify metric for same range of days (similar campaign selling same product)

374 ATC -> 188 PUR (almost half of ATC has converted)

img

This is our AMZ attribution KPI

303 ATC -> 19 PUR not even 10% of the ATC is converted.

img
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Seller_itDcIupzbDnhS

Amazon Attribution Metric - Many add to cart but low conversion. What is causing this bottle neck?

Hello,

We need help understanding the AMZ attribution metric. Our campaign is generating a lot of ATC (Add to Cart) but compared to our website, the conversion is very low on Amazon. Usually ATC to PUR bottle neck happens due to delivery delay or payment gate issues but both are not applicable to Amazon and we believe ATC to PUR conversion should be easier on this platform. Can someone help us understand the inconsistency in this data? Also why cant we check the ATC metric for sponsored Ad campaigns? That would really help us compare the metric we have on AMZ attribution as well.

This is our shopify metric for same range of days (similar campaign selling same product)

374 ATC -> 188 PUR (almost half of ATC has converted)

img

This is our AMZ attribution KPI

303 ATC -> 19 PUR not even 10% of the ATC is converted.

img
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Seller_i6S8knzW6zU6Z
Seller_itDcIupzbDnhS様の投稿への返信

Hi @Seller_itDcIupzbDnhS,

I think the main reason comes down to competition.

On your Shopify store, you’re the only seller. There are no alternative brands directly competing for your customer’s attention at checkout. So when someone adds a product to their cart, it usually means they have a strong intention to buy from you.

On Amazon, it’s a different story. As soon as someone adds an item to their cart, Amazon shows them multiple carousels with recommendations for alternative products and brands, such as:

  • Additional items to explore
  • Customers who viewed items in your browsing history also viewed
  • Related to items you've viewed
  • Similar items that may deliver to you quickly
  • Top picks for you

This constant exposure to alternatives increases the chances that a customer will pause, reconsider, or even leave their cart to check out a competing product. Sometimes they come back, but sometimes they don’t.

Another factor: many Amazon shoppers use "Add to Cart" to keep track of products they’re interested in or to build a shortlist - not always with immediate purchase intent. In other words, "Add to Cart" on Amazon can sometimes just mean "still deciding” or “maybe later,” not a firm commitment.

One technical detail worth mentioning: Amazon Attribution only connects clicks to purchases if the sale happens within a fixed window (currently 14 days). If your other platforms have a longer attribution window, that could partly explain the higher conversion rates you’re seeing outside Amazon.

I’m curious what additional insights you and others in the forum might have.

Kind regards,

Michael

10
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Seller_itDcIupzbDnhS

Amazon Attribution Metric - Many add to cart but low conversion. What is causing this bottle neck?

Hello,

We need help understanding the AMZ attribution metric. Our campaign is generating a lot of ATC (Add to Cart) but compared to our website, the conversion is very low on Amazon. Usually ATC to PUR bottle neck happens due to delivery delay or payment gate issues but both are not applicable to Amazon and we believe ATC to PUR conversion should be easier on this platform. Can someone help us understand the inconsistency in this data? Also why cant we check the ATC metric for sponsored Ad campaigns? That would really help us compare the metric we have on AMZ attribution as well.

This is our shopify metric for same range of days (similar campaign selling same product)

374 ATC -> 188 PUR (almost half of ATC has converted)

img

This is our AMZ attribution KPI

303 ATC -> 19 PUR not even 10% of the ATC is converted.

img
14件の閲覧
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ビジネスを拡大する
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Seller_itDcIupzbDnhS

Amazon Attribution Metric - Many add to cart but low conversion. What is causing this bottle neck?

Hello,

We need help understanding the AMZ attribution metric. Our campaign is generating a lot of ATC (Add to Cart) but compared to our website, the conversion is very low on Amazon. Usually ATC to PUR bottle neck happens due to delivery delay or payment gate issues but both are not applicable to Amazon and we believe ATC to PUR conversion should be easier on this platform. Can someone help us understand the inconsistency in this data? Also why cant we check the ATC metric for sponsored Ad campaigns? That would really help us compare the metric we have on AMZ attribution as well.

This is our shopify metric for same range of days (similar campaign selling same product)

374 ATC -> 188 PUR (almost half of ATC has converted)

img

This is our AMZ attribution KPI

303 ATC -> 19 PUR not even 10% of the ATC is converted.

img
ビジネスを拡大する
タグ:レポート, 広告, 広告コンソール
00
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Amazon Attribution Metric - Many add to cart but low conversion. What is causing this bottle neck?

投稿者：Seller_itDcIupzbDnhS

Hello,

We need help understanding the AMZ attribution metric. Our campaign is generating a lot of ATC (Add to Cart) but compared to our website, the conversion is very low on Amazon. Usually ATC to PUR bottle neck happens due to delivery delay or payment gate issues but both are not applicable to Amazon and we believe ATC to PUR conversion should be easier on this platform. Can someone help us understand the inconsistency in this data? Also why cant we check the ATC metric for sponsored Ad campaigns? That would really help us compare the metric we have on AMZ attribution as well.

This is our shopify metric for same range of days (similar campaign selling same product)

374 ATC -> 188 PUR (almost half of ATC has converted)

img

This is our AMZ attribution KPI

303 ATC -> 19 PUR not even 10% of the ATC is converted.

img
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Seller_i6S8knzW6zU6Z
Seller_itDcIupzbDnhS様の投稿への返信

Hi @Seller_itDcIupzbDnhS,

I think the main reason comes down to competition.

On your Shopify store, you’re the only seller. There are no alternative brands directly competing for your customer’s attention at checkout. So when someone adds a product to their cart, it usually means they have a strong intention to buy from you.

On Amazon, it’s a different story. As soon as someone adds an item to their cart, Amazon shows them multiple carousels with recommendations for alternative products and brands, such as:

  • Additional items to explore
  • Customers who viewed items in your browsing history also viewed
  • Related to items you've viewed
  • Similar items that may deliver to you quickly
  • Top picks for you

This constant exposure to alternatives increases the chances that a customer will pause, reconsider, or even leave their cart to check out a competing product. Sometimes they come back, but sometimes they don’t.

Another factor: many Amazon shoppers use "Add to Cart" to keep track of products they’re interested in or to build a shortlist - not always with immediate purchase intent. In other words, "Add to Cart" on Amazon can sometimes just mean "still deciding” or “maybe later,” not a firm commitment.

One technical detail worth mentioning: Amazon Attribution only connects clicks to purchases if the sale happens within a fixed window (currently 14 days). If your other platforms have a longer attribution window, that could partly explain the higher conversion rates you’re seeing outside Amazon.

I’m curious what additional insights you and others in the forum might have.

Kind regards,

Michael

10
このディスカッションをフォローして、新しいアクティビティの通知を受け取りましょう
user profile
Seller_i6S8knzW6zU6Z
Seller_itDcIupzbDnhS様の投稿への返信

Hi @Seller_itDcIupzbDnhS,

I think the main reason comes down to competition.

On your Shopify store, you’re the only seller. There are no alternative brands directly competing for your customer’s attention at checkout. So when someone adds a product to their cart, it usually means they have a strong intention to buy from you.

On Amazon, it’s a different story. As soon as someone adds an item to their cart, Amazon shows them multiple carousels with recommendations for alternative products and brands, such as:

  • Additional items to explore
  • Customers who viewed items in your browsing history also viewed
  • Related to items you've viewed
  • Similar items that may deliver to you quickly
  • Top picks for you

This constant exposure to alternatives increases the chances that a customer will pause, reconsider, or even leave their cart to check out a competing product. Sometimes they come back, but sometimes they don’t.

Another factor: many Amazon shoppers use "Add to Cart" to keep track of products they’re interested in or to build a shortlist - not always with immediate purchase intent. In other words, "Add to Cart" on Amazon can sometimes just mean "still deciding” or “maybe later,” not a firm commitment.

One technical detail worth mentioning: Amazon Attribution only connects clicks to purchases if the sale happens within a fixed window (currently 14 days). If your other platforms have a longer attribution window, that could partly explain the higher conversion rates you’re seeing outside Amazon.

I’m curious what additional insights you and others in the forum might have.

Kind regards,

Michael

10
user profile
Seller_i6S8knzW6zU6Z
Seller_itDcIupzbDnhS様の投稿への返信

Hi @Seller_itDcIupzbDnhS,

I think the main reason comes down to competition.

On your Shopify store, you’re the only seller. There are no alternative brands directly competing for your customer’s attention at checkout. So when someone adds a product to their cart, it usually means they have a strong intention to buy from you.

On Amazon, it’s a different story. As soon as someone adds an item to their cart, Amazon shows them multiple carousels with recommendations for alternative products and brands, such as:

  • Additional items to explore
  • Customers who viewed items in your browsing history also viewed
  • Related to items you've viewed
  • Similar items that may deliver to you quickly
  • Top picks for you

This constant exposure to alternatives increases the chances that a customer will pause, reconsider, or even leave their cart to check out a competing product. Sometimes they come back, but sometimes they don’t.

Another factor: many Amazon shoppers use "Add to Cart" to keep track of products they’re interested in or to build a shortlist - not always with immediate purchase intent. In other words, "Add to Cart" on Amazon can sometimes just mean "still deciding” or “maybe later,” not a firm commitment.

One technical detail worth mentioning: Amazon Attribution only connects clicks to purchases if the sale happens within a fixed window (currently 14 days). If your other platforms have a longer attribution window, that could partly explain the higher conversion rates you’re seeing outside Amazon.

I’m curious what additional insights you and others in the forum might have.

Kind regards,

Michael

10
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