Sales Funnel

The Sales Funnel is the Pilot report that shows, for one product and one week, how shoppers moved through Amazon search results from seeing your listing to buying it, and how that compares with the whole market on the same search terms. It reads Pulse Pilot's weekly market data: for every search term that led to products like yours, your impressions, clicks, cart adds and purchases next to the market's totals. Words such as CTR, CVR and impression share are in the Amazon advertising glossary; Pulse Pilot's own words are on Pulse Pilot Vocabulary.

Open Performance → Sales Funnel. This is a report page: it has controls, cards and one table, and nothing on it writes to Amazon. The only saved choice is the relevance flip described under The table.

Controls

ASIN. Preselected (the product with the newest week of data). A dropdown of every product that has weekly market data, shown as product name and ASIN. Arriving from the Dashboard's market-position card pre-selects that product.

Week. Preselected (the newest week). Only weeks that exist for the chosen product are listed, each as its Sunday-to-Saturday range. When the shown week is well behind the last completed week, a note beside the picker says how many weeks behind it is.

Include adjacent markets. Optional; off. Off, the page compares you only on the search terms judged relevant to your product; on, every term you appeared on is included. It changes every card, the funnel, the buckets, the trend and the table together.

Analyze. Asks for a written review of the week against your live listing. Disabled while a review runs or when the week has no data. The result replaces the Insights card.

The cards

Overall funnel grade. A letter with a one-word verdict, and the weakest step with who owns it. The letter compares your three step rates, click, cart add and purchase, with the market's on the same searches, weighted by how many shoppers reach each step. The ? explains it on the page.

Biggest leak. The step where the most of your search volume stalls, with its owner and a line comparing your rate with the market's. Click it to filter the table to the affected searches; click again to clear. "No measurable leak this week." when nothing stalls.

Strongest stage. The step where you beat the market by the most.

Estimated root cause · likely. A heuristic label for the leak step, marked as such; Analyze checks it against the listing.

The funnel

Weekly funnel. Four bands, Impressions, Clicks, Cart Adds and Purchases, each with your count, the market's count, your rate and the market's rate, and a stall rail on the left showing how much of your search volume gets stuck at that step. Impressions show an appearance rate rather than a share; Purchases are measured from cart adds. Hover a band for the numbers; click a band or its rail to focus that step across the page and open the stage panel in Insights; click again to clear. ⓘ how it works expands a plain description of what is counted.

Overall conversion. Purchases measured from clicks, yours against the market's, with the difference.

Benchmark caption. Under the funnel, how many search terms the comparison covers and how many were excluded as adjacent; tap to see why lists each excluded term with its reason.

Where searches get stuck. Tiles for Visibility, Click, Consideration, Conversion, Healthy and Low data, each with a count of terms and a few example searches. A term sits in exactly one tile, the step where it trails the market most; terms with too little volume for the week sit in Low data. Click a tile to filter the table.

Claude's Insights. The written review: a summary, a card per stage with More detail, and a bottom line. Until Analyze has run, the card says so. Clicking a funnel band shows that stage's takeaways here.

Why these leaks usually happen. Common drivers and fixes for the focused bucket.

Conversion over time. Your weekly conversion rate next to the market's; a hollow point marks a week with very few of your clicks, a gap a week with no data. Click a point to jump the page to that week.

The table

Per-query detail. One row per search term in the comparison set, filtered by the active bucket. Columns: Query; Relevance; Volume; Leak; Severity; then four groups, Impressions, Clicks, Cart Adds and Purchases, each with Yours, Rate, the market's rate or your share, and Gap; an optional Med $ ours/mkt price column; Δ Vol against the previous available week; and Suggested fix. Click a sortable header to sort; the default is Volume, descending; blanks sort last.

View: comfortable / detailed. Detailed adds the market's count to each group; the choice is remembered on this browser.

Columns: show price / hide price. Shows the price column; it starts hidden on narrow screens.

Relevance chip. Click to flip a term between relevant and adjacent. Your flip is saved and stays; a term not yet classified shows "…" and counts as relevant until it is.

Filter chips. "filtered: [bucket] ✕" and "adjacent included ✕" clear those states.

Good to know

1. Blank means no data, never zero. A dash is a value the data did not carry or a rate with nothing to divide by. A week with no rows shows "No data for this week"; only brand-registered products receive this data at all.
2. The newest week is behind. Market data arrives after the week closes; the Week picker offers only weeks that have landed, and the note beside it appears when the shown week is well behind.
3. Δ Vol compares with the previous available week, not the calendar week before, so a gap in the data shifts the comparison.
4. There is no export. Nothing on this page downloads; the table is the record.
5. Analyze is on demand. The review does not refresh by itself; run Analyze again for a new week.