5 Tips To Reduce Cart Abandonment Rate On Amazon


Cart abandonment is a loss of potential sales. Understand why your visitors abandon carts and discover 5 tips to reduce cart abandonment rates on Amazon.

Cart abandonment is when an online customer adds items to the cart but exits the store and never returns to purchase.

It’s more common than you think. For example, 69.57% of online shoppers abandon their shopping carts. So think about how much revenue you could get by figuring out how to reduce this and increase conversions.


The article introduces 5 tips to reduce your cart abandonment rate on Amazon. Read on each tactic to discover simple implementation steps that you can easily apply today.

Why Do Customers Abandon Shopping Carts?

According to Baymard Institute research in 2017, the most common reasons why online customers abandon the checkout process include:

  • Customers in the “browse-only” mode (window shopping, compare prices, and explore gift options)
  • High shipping cost
  • Complicated payment process

To successfully target this issue, you can try to:

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  • Turn your customers’ negative emotions or hesitations into safety, trust, and excitement.
  • Provide a seamless and easy online shopping experience on your Amazon store.

6 Tips To Reduce Cart Abandonment Rate On Amazon

As an Amazon seller, you can control some parts of Amazon’s conversion rate, but not all. Below are 5 simple tips that you can integrate into your Amazon store to reduce cart abandonment rate.

1. Offer Free Shipping And Highlight Your Delivery Terms

Over 100 million Amazon Prime members worldwide offer free shipping.

As a result, most Amazon customers expect free shipping for their orders. 60% said they didn’t purchase their most recent online order because of the lack of free shipping and were looking for a replacement product from your competitor

Moreover, customers tend to spend more on goods with free shipping. For that, you should develop a reasonable shipping rate that shows your customers that you want to be in their best interests.


  • Offer free shipping for orders reaching a value limit: Applicable to all customers or loyal customers.
  • Consider flat shipping rates for customers: Set a flat rate for customers to buy more per order and build customer loyalty that keeps them coming back for more in the future.
  • Make that shipping policy clear from the start: If you leave shipping at the end, customers will be disappointed or upset at the checkout step and walk away.
  • Negotiate with carriers: Shipping companies can reduce their shipping fees by 20% if you meet the recurring order volume so you can get the best rates.

2. Deliver 24/7 Response

More than 50% of customers say they will purchase and return if the online store offers live chat.

Amazon customers can ask questions directly on your product page. It’s an excellent opportunity for you to connect and satisfy your customers. Standing between the customer and the purchase can be only one question that is easy to answer. If you respond to a customer in the shortest time, you can:

  • Remove barriers that cause customers to abandon carts.
  • Snow customers that you’re honest, available, and interested when you pay attention to their questions and concerns.

Also, Amazon measures and reports average seller response times, so being responsive can:

  • Reflect good reputation on your seller profile
  • Shorten the purchase time and the risk of customers forgetting your products


  • Answer all questions in less than 24 hours: Assign someone to follow questions and phone support requests.
  • Prepare frequently asked questions to reduce the amount of face-to-face support needed: Provide brief feedback on any uncertainties customers may face.

3. Accept A Variety Of Payment Options

Many customers desperately want to buy something but discover that they don’t have the proper payment method.

When you put a lot of effort into attracting the right leads and convincing them to buy from you, dropping the ball at the line is a disappointing and painful event.


  • Check your payment methods: Make sure to offer the most popular and convenient payment methods like Visa checkout, Amazon Pay, and Paypal.
  • Get customer feedback: Survey your customers if they want to add form payments.
  • Use Amazon’s one-click: Let customers choose to save their information to simplify the next-time purchase process.

4. Leverage Vendor Supported Coupons

According to the scarcity principle to purchasing behavior, customers tend to like something more when:

  • There’s less of something
  • Only available for a short time
  • Promotions

Thus, you can create urgency by using compelling calls to action to drive customers to complete transactions faster. It’s a reliable tactic to improve visibility and click-through rates and increase conversion rates.


If you have a Professional Vendor or Vendor account:

  • Take advantage of Amazon’s built-in promotional tools.
  • Offer Vendor-supported coupons (VPC): a digital coupon that allows Amazon customers to receive an amount or percentage of the product’s price.

5. Optimize Abandoned Cart Email Subject Lines

Many customers may return to check out if you have an email strategy to re-convince your customers when this happens. Thus, you can send customers an urgent email to notify them how popular your product is or what discounts they’ll miss out on if they give up.

However, 64% of customers open their emails based on the subject line. Therefore, abandoned cart email subject lines are the most important part.


You can consider the following 7 types of abandoned cart email subject lines:

  • Discounts and promotions subject line: Trigger price-conscious shoppers with a proactive word and direct call-to-action like “Clean up cart – save 20%.”
  • Curiosity-based subject line: Capture interest and get potential customers to click instead of upfront about the offer. For example, “Gift for you.”
  • Product subject line: Identify the problem and re-enact the original want or need when the customer places the product in their shopping cart. For example, “Still deciding? Your {Product Name} is waiting!”
  • Suggested subject line: Use the assumption that the customer decided to purchase and abandoned the cart because of forgetting it. Example: “Have you forgotten me?” or “{Customer Name}, you forgot something!”
  • Friendly subject line: Establish a friendly, rather than transactional, relationship. Example: “Howdy Bud”
  • Customer service subject line: Resolve customer issues caused by not completing their purchase. For example, “Is there a problem with your order?”
  • Touching subject lines: Create shopping cart urgency around specific products. For example: “Hurry up, your cart items will be fast!” or “Your cart is about to expire – are you still interested?”


You can significantly reduce your cart abandonment rate on Amazon with the right tactics in this article. Focus on one of these action items every day for the next few weeks, and you’ll dramatically improve your sales.

In particular, you can recover 40% of sales with a suitable email strategy. However, most sellers only send 1-2 abandonment emails, while you need at least 3 emails to maximize conversions. Therefore, it won’t be easy if you do this manually.

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Olifant Digital specializes in automated email campaigns. Our automation process saves you valuable time while still converting your sales. Visit us and request a free consultant at www.olifantdigital.com.

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