iTunes mess with Volume of tracks ''-db''

Alright, I know this title may not be super clear. But Whenever I listen to anything on iTunes, example a burned CD in AIFF/ALAC, In the file descriptions the volume is toned down, for example ''-11 db'' in the Volume section. I've included a screenshot so y'all know what I'm talking about.

I don't want to import everything in WAV because I know i wont be able to put album artwork on it.

What do?