Why don't the Traffic and Conversion Summary match the by Child or by Parent reports?

The Traffic and Conversion Summary report may not match the combined totals of the Traffic and Conversion by Product – by Child or by Parent reports for Page Views and Sessions. This is expected behavior and is due to how Amazon calculates these traffic metrics.

Unlike sales and units ordered, Page Views and Sessions are not additive across products.

There are two reasons for this:

1. The Summary includes traffic that isn't tied to a specific product

The Summary report shows Amazon's overall marketplace traffic for your account. It includes visits to pages that are not associated with a single ASIN, such as:

• Search results pages
• Browse and category pages
• Amazon Brand Storefronts
• Other marketplace pages

Because these visits cannot be attributed to an individual product, they are included in the Summary but do not appear in the by Child report. As a result, the Summary is often slightly higher than the combined by Child figures.

2. The by Parent report deduplicates further

 

The by Parent report applies additional deduplication.

If a shopper views multiple child variations of the same parent product (for example, different sizes or colours) during a single visit, Amazon counts that visit only once at the parent level instead of once for each child variation.

This means the by Parent figures for Page Views and Sessions will typically be lower than the combined by Child figures.

In short: Summary ≥ by Child ≥ by Parent is expected. This reflects how Amazon calculates traffic metrics, not missing or incorrect data.

MerchantSpring displays the data exactly as provided by Amazon, so variations between the Summary, by Child, and by Parent reports do not indicate missing or incorrect data.