<b>Conversion rate spread across categories is 4.7x, wider than the commission-rate spread</b>

<b>Conversion rate spread across categories is 4.7x, wider than the commission-rate spread</b>

Everyone benchmarks commission rates. Almost no one benchmarks conversion, which moves earnings more.

Approx in-window conversion by category (n=mixed, ~250k clicks):
— Consumable/replenish (vitamins, coffee): ▇▇▇▇▇ 8-11%
— Books & media: ▇▇▇▇ 7-9%
— Home & Kitchen: ▇▇▇ 4-6%
— Apparel: ▇▇ 2-4%
— Electronics (high AOV): ▇▇ 2-3.5%
— Big-ticket furniture: ▇ 1-2%

<i>So what:</i> Consumables convert 4-5x apparel because intent is replenishment, not browsing. Weight content toward repurchase-intent categories even when their rate card looks ordinary.