1 November 2025
A Session counts a unique visitor to your listing in a 24-hour period, whereas Pageviews count every time your listing is viewed, including repeat views by the same visitor.
The ratio tells you how deeply visitors engage with your listings. High pageviews per session can mean strong interest (or confusion), while low engagement may signal listing issues or weak discovery.
Neither is more “important” alone; Sessions show how many unique visitors you reach, and Pageviews help measure engagement. You need both to understand traffic quality and conversion potential.
Investigate listing relevance, product match, user experience, and external traffic quality. It might mean you’re getting visits but not compelling or converting them, so fix messaging and targeting.
If you are an Amazon seller you are probably familiar with the business report on the seller central.
The reports provide merchants access to a variety of useful data. Despite their riches of data, not all sellers are aware of what each column means and how to apply the data.
There are two columns that cause a good sense of confusion as they seem to represent the same thing. These columns are:
Sessions and Pageviews.
Although these two columns seem similar but they are not. In this article, we will discuss how these two stats are different and how you can interpret them.
Let’s begin with the definition of “Amazon session”. A session can be confusing for the newer sellers. The term is not as straightforward as say page views.
Session is the number of unique visits to your Amazon pages by a user within a 24 hours period
Noticed that I highlighted unique, if, within a 24 hours period, I click on a Amazon product listing, then 2 hours later, I click on the listing again this will count as one session.
In a real-life example, you visited Rick’s Super Gym just for a tour. You won’t be working out in this gym right away as you are just window shopping for a gym membership. After visiting multiple gyms, you decided on getting a membership at Rick’s Super Gym 5 hours later. Although I went through the door at Rick’s Super Gym twice its still counted as One Session.
Now know what session, pageviews are probably more obvious.
Pageview is the number of hits in your Amazon listing gets for the selected time period
The number of visitors to your Amazon listing is measured in page views. When a shopper visits your listing many times, the total number of times is added together as page views. Pageviews are NOT unique.
Going back to our Rick’s Super Gym example. Since we went through the door twice in this example the pageview is 2.
A customer’s visit to Amazon pages is referred to as a session. Even if a client shopper visits a number of pages many times (within 24 hours) during a visit, it will be counted as one session. The number of times a client viewed a page is referred to as page views. A client can browse multiple pageviews in a single session. As a result, now I am going to state the obvious.
The relation between Pageviews and Session will always be:
Pageviews > Sessions
Since the session is counting the unique visits where the pageview is not. You will rarely run into situations where sessions will match pageviews exactly
You also can use these two metrics to see which variations are more popular. You do this by going into the business reports, select “Detail Page Sales and Traffic By Child Item”, then sort by the column “(Parent) ASIN”. You can see all the child ASINs and their corresponding parent ASIN together. Here you can see which child ASINs have more pageviews to help you make an informed decision on your product category (related blog post on Amazon brand analytics).
When evaluating the relationship between pageviews and sessions, consider pageviews per session as an engagement metric. This ratio shows how many of your product listings an average Amazon shopper visits during a single session.
Higher pageviews per session indicate that shoppers are interacting with many of your listings. On the one hand that’s a good thing because they are probably comparing your different products before deciding which one to buy, but on the other hand it may also indicate that it may be difficult for them to understand the different unique selling points (USPs) between your various products.
So what a healthy session-to-pageview metric is depends on:
More on how to interpret this data in the next section.
As mentioned, Page views per session are an indication of how many touchpoints your customer needs before making a purchase.
You need to think of this from a shopper’s perspective. Does your product require multiple touchpoints?
For example, a shopper will probably need to do a lot more product research for a $400 baby stroller than a $15 baby bib. Hence, the logic will be the listing for the baby stroller will have a higher pageview per session than the baby bib.
You also need to look into correlations. Ask the following questions:
Understanding how page views and sessions relate to your sales performance is critical for evaluating the health of your Amazon business. Many sellers overlook the fact that both of these metrics must work in tandem to tell a full story.
Sessions are typically used to calculate conversion rates. For example, if you generate one sale from every 20 sessions, that gives you a 5% conversion rate. So if the gap between your page views vs sessions is very large, then this may indicate that information on your listings may be missing that shoppers need to make a purchase decision. Compare the content vs that of other competing listings and close potentially existing content gaps by adding missing information to your bullet-point copy.
Another possible explanation is that the audience you reach is too small. If your page views are high, but sessions remain low, you may be receiving visits from repeat customers. While this is not intrinsically bad (especially if your products are suitable for repeat purchases), you may want to consider broadening your audience to reach new potential customers.If you need help with this, explore our Amazon PPC Services.
When I look at Amazon business reports (More on Amazon advertising reports), I pay attention to both of these measures. They complement one other and assist to give a full story about your business.
You want to know how well your consumers are connecting with your product listings just as much as you want to know how many individual customers are visiting your business. For this, you’ll need data from both sessions and page views.
It also depends on your current objectives. If you want topline growth, look to concentrate on the sessions metrics. On the other hand, if your objective is to improve conversion rates, you might want to see an uptick on pageview per session.
If you notice a decline in page views, it’s a sign that fewer customers are visiting your product listings, which can hurt overall sales. Note: if you have recently started investing more in new customer acquisition, then don’t be fretted. In this case the explanation may just be that the share of returning customers who are already familiar with your products is decreasing.
New customers who are exposed to your listings for the first time will often have lower engagement rates and hence especially the ratio of pageviews to sessions may drop.
However, with all things being equal, if you have not recently made any other significant changes, you need to deep-dive this issue:
Hope this article clears the air on the difference between pageviews and sessions. I know there are just loads of data on Amazon and can be overwhelming for even the most seasoned sellers. Successful Amazon sellers will always test and then monitor their data. Sessions, and pageviews are 2 key metrics sellers should monitor to see if their tactics are on the right track and keep them trending upwards. If you found this post interesting you may also like our blog posts on Amazon KPD Earnings, What is a good CTR on Amazon or take a look at our complete Amazon abbreviations list.
Sources:
We are SellerMetrics, our Amazon PPC Software helps Amazon sellers, brands, KDP Authors and agencies navigate Amazon Advertising PPC via bid automation, bulk manual bid changes, and analytics.
A session on Amazon is counted when a shopper visits your product detail page (or related pages) and their activity is measured in a single 24-hour period. Even if that same person visits your listing multiple times within those 24 hours, it will still count as one session.
Pageviews are counted each time a page is loaded, regardless of whether the visitor has previously visited in the same 24-hour window. In other words, if a shopper views your listing, then refreshes or clicks back again, you get additional pageviews — but not additional sessions.
Neither metric stands alone. Sessions tell you how many unique visits you’re attracting. Pageviews tell you how deep those visits go (how many times the pages were loaded). The key is to look at them in combination (for example, Pageviews per Session) so you can understand both reach and engagement.
A high ratio means visitors are engaging with multiple pages (or refreshing/revisiting) during a single session. This may indicate strong interest — but it might also signal confusion or comparison shopping. It’s context-dependent (product price, category, listing complexity).
If sessions go up but pageviews remain flat (or decline), it may mean you’re getting more unique visitors but they’re viewing fewer pages. That can signal a less engaged audience, weaker listing content, or that you’re attracting less qualified traffic. It’s a signal worth investigating.
It might be, but you have to interpret carefully. If sessions are unchanged but pageviews increase, each visitor is loading more pages. That can reflect deeper browsing and interest. However, if it doesn’t lead to more conversions, it might mean visitors are stuck or uncertain rather than motivated.
Go to Seller Central → Reports → Business Reports. Look under either “Sales and Traffic” or “Detail Page Sales and Traffic by Child Item” to locate your sessions and pageviews data for each ASIN or product group.
Use sessions to assess whether your product is being discovered; use pageviews to assess how engaging the listing content is. If sessions are low, focus on visibility/ad targeting. If sessions are high but conversions or pageviews are low, focus on listing content, images, pricing, and relevance.
Yes. Whether you’re Fulfilled by Amazon (FBA) or Fulfilled by Merchant (FBM), the sessions and pageviews metrics reflect shopper behaviour on your listing. The interpretation may differ slightly depending on fulfillment and shipping service, but the core logic remains.
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