Keyword Conversion Rate - Guide

How It Works

Keyword Conversion Rate is based on the average click conversion rate for a keyword — an industry benchmark derived from aggregated click and purchase behavior. It reflects overall market trends and is not the actual conversion rate for a specific product.

• Search Conversion Rate (SCR) = Purchases ÷ Search Volume

• Click Conversion Rate (CVR) = Purchases ÷ Clicks

Search, click, and purchase data are sourced from Amazon’s Product Opportunity Explorer, available for weekly and 90-day ranges. Data updates weekly.

How to Use

When you enter a keyword, the results include that keyword and other related terms sharing its root. For each, you’ll see: Search Conversion Rate, Click Conversion Rate, CPA (Cost per Acquisition)

This makes it easy to spot “order-driving” terms already validated by the market.

You can filter by match type or custom rules:

• Exact Match – Only the keyword and its singular/plural form

• Phrase Match – Keyword plus other terms before/after, same word order

• Broad Match – Keyword in any order, additional words allowed

• Same Category Filter – Other search terms in the same sub-category (data from Product Opportunity Explorer – Search Terms)

   

Use Case 1: Pre-Launch Keyword Selection – Avoid Wasting Ad Spend

Step 1 – Cast a Wide Net 

Find every potentially relevant keyword (e.g., for “men’s lunch box”):

1. Identify competitor products (40–50 ASINs) similar in material/function and add them to My Product List.

2. Use Reverse Multiple ASINs to pull keywords they rank for.

3. Add long-tail terms from Keyword Mining.

4. Filter out extremely low-traffic terms.
 

Step 2 – Remove Irrelevant Terms 

Check keyword–product relevance using the Relevance Check.

• High relevance (>60%) → Prioritize

• Medium (20–60%) → Keep as backup

• Low (<20%) → Drop

   

Step 3 – Find High-Conversion, Low-Competition Terms 

Within relevant keywords, use Keyword Conversion Rate data to identify those with: Strong purchase volume, CVR above market average, low top-seller dominance (low ABA concentration)

Step 4 – Set Your Ad Budget 

Use the Ad Budget Calculator in the tool. Example: 

Market CVR: 5.56% 

PPC bid: $1.41 

80% chance of first sale → ~29 clicks → Budget ≈ $40.89/day

Use Case 2: Mid-Campaign Optimization – Adjust Spend for Profitability

1. Export the last 30 days’ ad keyword report from Seller Central.

2. For high-spend terms (> $50), compare your CVR/ACOS to market averages.

3. Use a four-quadrant analysis to classify:

• Star terms (scale up)

• Potential terms (test more)

• Problem terms (optimize)

• Low-value terms (pause)

5. Reallocate budget from low-performers to high-performers.