% Sessions
What it means
% Sessions is one SKU's share of every session your Amazon listings took in the period, written as a percentage. The denominator is total sessions across all your products, so one SKU's share can only grow by taking it from another. It counts visits to listings, not people and not pages — Amazon counts those separately as Page ViewsPage ViewsHigher means more product visibility..
The same label sits on your Google Analytics Region table with a different denominator. The two are not comparable and must never be added together.
Show the math
Formula and a worked example
Product sessions is the visits that particular SKU took.
Total sessions is the visits every one of your listings took in the same period.
Worked example. Your listings take 50,000 sessions in March. One SKU takes 6,000 of them, so its % Sessions is 6,000 ÷ 50,000 = 12%.
In April that SKU takes 6,000 sessions again, but the account total falls to 40,000. Its share now reads 6,000 ÷ 40,000 = 15%. The listing gained nothing. Every other SKU lost.
That is the whole trap in this metric: the number moves when your other listings move.
It answers the question
Which of your listings is actually pulling the traffic? A share ranks your catalogue in one column, which a raw session count can't do once you list more than a handful of SKUs.
Why it matters
It shows concentration. One SKU sitting at 40% of sessions means four in ten Amazon visits depend on a single listing — one search-rank slip or one stock-out there takes the whole account down with it.
It also tells you where advertising is landing. Spend spread evenly across ten SKUs but 60% of sessions arriving on one of them means the other nine are being paid for and not visited.
What good looks like
There's no universal target, because the healthy share depends on how many SKUs you list. Twenty listings sharing traffic evenly would sit near 5% each, so read a row against that even split rather than against another seller.
The more useful comparison is a SKU's share of traffic against its share of sales. A listing taking 30% of sessions and producing 10% of units is spending your visibility without paying for it.
How to improve it
| Lever | What you do | Expect | How long | Watch out for |
|---|---|---|---|---|
| Fast Clear what is holding the listing down | Fix stock-outs, pricing errors and policy flags that suppress a SKU | Share recovers within days | Same week | It restores what the listing already had rather than adding to it — and a recovering SKU pushes every other SKU's share down without anything changing for them. |
| Fast Advertise the SKU you want to grow | Raise bids on the search terms that SKU already converts on | Share up while the budget runs | 1–2 weeks | You bought the share rather than earned it. ACOS rises with the bid, and the share falls back the day the budget stops. |
| Slow Earn rank on the SKU's main terms | Improve title, images and reviews so the listing ranks without paying | Share climbs and stays | 1–2 quarters | Months of nothing, and rank moves for reasons you can't see, so the gain is easy to credit to the wrong change. |
| Slow Prune the tail | Delist SKUs that take sessions and rarely order | The listings you kept read higher | 1 quarter | Total sessions fall. You improved the share by shrinking the denominator, so read units ordered, not the percentage. |
Every lever costs something somewhere. The last column is the one to read twice.
Read it with
A share of traffic tells you where shoppers went. Whether the listing deserved them is a different column.
The listing to back
It is taking a bigger slice of your traffic and converting it better. That combination is rare enough to act on the same week you spot it.
Attention it can't use
More of your shoppers are landing here and fewer of them are buying. Either the traffic changed or someone undercut you — the listing is absorbing visibility it isn't converting.
Smaller and sharper
The SKU lost share but converts better on what's left. Often the right outcome after pruning wasted advertising, as long as units didn't fall with it.
Losing on both counts
Fewer shoppers arriving and fewer buying. A stock-out or a lost Buy Box produces exactly this shape, so rule those out before rewriting the listing.
The share can move without the SKU moving at all. Read them together: share up with sessions flat means your other listings shrank, share down with sessions up means the account grew faster than this SKU did. Only one of those is a problem, and the percentage alone can't tell you which.
Sessions counts visits, page views counts pages seen. A SKU holding a big share of page views but a small share of sessions is being browsed inside visits that started somewhere else — usually because it sits in a variation family with a stronger sibling.
Common misreads
Not necessarily. The share falls whenever another listing grows or you add new SKUs, even with this one's sessions unchanged. Check the raw session count before you touch the listing.
It's the most visited, which isn't the same thing. A listing can hold the largest share of traffic and the worst Unit Session %, which makes it your biggest leak rather than your best seller.
They can't. This one divides by sessions across your Amazon listings; the Google Analytics column divides by sessions on your own website. Different shoppers, different sites, different totals.
Also called
Session share · share of sessions · traffic share
See yoursEvery SKU's share of sessions, next to its share of page views and the rate at which it turns visits into units.
Open SKU Performance →% Sessions
What it means
% Sessions is one place's share of every session your website took in the period, written as a percentage. On the Region page each row is a country, a region or a city, and the denominator is all sessions Google Analytics recorded for the site — not the sessions from the row's own market. It splits visits, not people and not money; the twin column % Total Revenue% Total RevenueSee the full entry. splits the money.
Show the math
Formula and a worked example
% Sessions on Google Analytics = Sessions ÷ overall Sessions × 100.
Sessions is the visits that started from that country, region or city.
Overall sessions is every visit to the site in the same period, from everywhere.
Worked example. The site takes 200,000 sessions in March. Germany accounts for 60,000, so it reads 60,000 ÷ 200,000 = 30%. France accounts for 20,000, so it reads 10%.
In April France holds at 20,000 sessions but the site total falls to 160,000. France now reads 20,000 ÷ 160,000 = 12.5% — a rise on paper produced entirely by other markets shrinking.
It answers the question
Where is your website traffic actually coming from? A ranked share turns a long list of countries into one readable column, and it makes an over-weighted market obvious at a glance.
Why it matters
It tells you how exposed you are to one market. A country holding 55% of sessions means a holiday, a currency move or a competitor's campaign in that one place moves your whole site.
It also finds the markets you're serving badly. Read a row's share of sessions next to its share of revenue: traffic arriving from somewhere you can't ship to, price for, or write in shows up here as a large share of visits and a small share of money.
What good looks like
There's no target percentage, because the right split depends on where you sell and where you advertise. Judge a row two ways instead.
Against itself: track the same country month over month, with its own season in mind. Against revenue: a market at 30% of sessions and 10% of revenue is over-represented in traffic and under-represented in money, which is a targeting or a checkout problem rather than a traffic one.
How to improve it
| Lever | What you do | Expect | How long | Watch out for |
|---|---|---|---|---|
| Fast Point paid traffic at the market you want | Set location targeting on the campaigns so spend lands where you want the share | That market's share up within days | Same week | Cost per click in a new market is unknown until you've spent there, and the share drops back when the budget stops. You rented the share rather than earned it. |
| Fast Mail the market you already own | Segment the list by country and send to the market you want to lift | Share up for a few days | Same week | Every extra send costs list health, and these are visits you already owned — the share moves without your reach growing at all. |
| Slow Publish for that market's own searches | Write category and product pages in the market's language for terms it actually searches | Share climbs month after month with no cost per click | 1–2 quarters | Quarters before rank moves, and the content spend never appears in Ad Spend, so the traffic looks free when it wasn't. |
| Fast Stop paying for places you can't serve | Exclude locations you don't ship to from the campaigns | Their share falls, the markets you serve rise | 1–2 weeks | Total sessions fall. Every remaining row's share improves because the denominator shrank, so read sessions and revenue rather than the percentages. |
Every lever costs something somewhere. The last column is the one to read twice.
Read it with
A share of visits says where people came from. It says nothing about whether that place bought anything.
The two columns sit side by side on the Region table for exactly this comparison. Equal shares mean a market pulls its weight. A country at 30% of sessions and 10% of revenue is costing you traffic it doesn't pay for; the reverse — 10% of sessions and 30% of revenue — is a market you're under-serving and should be buying more of.
Share tells you how big a market is, conversion tells you how well it converts. A market growing its share while its conversion falls is traffic you've bought too broadly — usually a location target that widened past the audience that actually buys.
Common misreads
Sessions and revenue split differently in almost every account. Read % Total Revenue in the next column before you size a market — high-traffic, low-spend markets are common and they flatter this number.
The share falls whenever the rest of the site grows. Check the raw session count for that row: flat sessions with a falling share is other markets winning, not this one losing.
A small share of visits can carry a large share of revenue, and the Region table shows both. Sort by revenue once before you decide a market is too small to serve.
Also called
Session share · share of sessions · traffic share by location
See yoursThe Region table splits your sessions by country, region and city, with each row's share of revenue in the column beside it.
Open Google Analytics →