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You're staring at the Seller Central dashboard. Sales are up, but you don't know which products are driving the lift. Your advertising spend doubled last month, but half your campaigns have no sales data attached. You just got an email saying your inventory score dropped, and you're not sure what that means or where to fix it.
Every answer lives inside Seller Central's reporting system. You just need to know where to look.
Amazon Seller Central offers more than 50 report types covering sales, traffic, advertising, inventory, fulfillment, customer behavior, and account health. If you're Brand Registered, you get another layer: Brand Analytics dashboards that show search trends, competitor comparisons, customer demographics, and repeat purchase patterns.
This guide walks through every major report category, where to find each one, what the metrics mean, and how to use the data to make better decisions.
What Are Amazon Seller Central Reports?
Amazon Seller Central reports are data exports and dashboards that track every part of your Amazon business: how many people view your listings, how many buy, what you spend on ads, how much inventory you have, when customers return products, and whether your account is in good standing.
Where to find them: Log in to Seller Central → click the Reports tab in the top navigation → select the report category from the dropdown.
Who has access: All Professional sellers can access Business Reports, Advertising Reports (if running campaigns), Inventory Reports, Fulfillment Reports, Payment Reports, and the Account Health Dashboard. Brand Registry sellers get access to Brand Analytics dashboards. Sellers using FBA get additional fulfillment and inventory reports.
Report formats: Most reports can be downloaded as CSV files for further analysis. Some (like the Sales Dashboard) are visual dashboards inside Seller Central.
Business Reports
Business Reports are your baseline. They show sales, traffic, and conversion metrics for every product you sell. If you only check one report category, make it this one.
Sales Dashboard
Where to find it: Reports → Business Reports → Sales Dashboard
What it shows: A visual overview of total ordered product sales, units ordered, and average selling price over time. You can filter by day, week, month, or custom date range.
When to use it: Daily check-ins to track overall sales trends. Spot sudden drops or spikes and investigate the cause.
Detail Page Sales and Traffic by Child Item
Where to find it: Reports → Business Reports → Detail Page Sales and Traffic by Child Item
What it shows: ASIN-level data for every product you sell. Includes sessions, page views, Buy Box percentage, units ordered, unit session percentage, and ordered product sales.
When to use it: Weekly or monthly deep-dives to identify which products convert well and which don't. This is the single most important report for diagnosing listing performance.
Key Metrics Explained
Sessions: The number of visits to your product detail page where the visitor viewed the page within a 24-hour period. One customer can generate one session even if they view the page multiple times.
Page views: Total number of times your detail page was viewed. A single session can include multiple page views if the customer navigates away and returns.
Unit session percentage: Your conversion rate. The percentage of sessions that resulted in an order. Formula: (Units Ordered / Sessions) × 100. A typical benchmark is 5–10%, but this varies by category. Lower than 5% usually signals a pricing, review, or content problem.
Buy Box percentage: The percentage of page views where you won the Buy Box. If you're below 90%, you're losing sales to competitors or Amazon itself.
Ordered product sales: Total revenue from orders placed (before refunds and returns).
Units ordered: Total number of units customers ordered.
Advertising Reports
If you run Sponsored Products, Sponsored Brands, or Sponsored Display campaigns, Advertising Reports show you what's working and what's burning budget.
Campaign Performance Reports
Where to find it: Reports → Advertising Reports → Campaign Performance
What it shows: Spend, sales, clicks, impressions, and ACoS by campaign. You can filter by campaign type (Sponsored Products, Sponsored Brands, Sponsored Display) and date range.
When to use it: Weekly reviews to identify campaigns that hit your target ACoS and campaigns that don't. Pause or restructure underperformers.
Search Term Reports
Where to find it: Reports → Advertising Reports → Search Term Report (within Sponsored Products campaign manager)
What it shows: Every search query that triggered your ad, along with impressions, clicks, spend, sales, and ACoS at the keyword level.
When to use it: This is the highest-ROI advertising report. Use it weekly to find high-spend, low-converting search terms and add them as negative keywords. Also use it to find organic ranking opportunities (terms where your ad performs well but you don't rank organically).
Understanding ACoS, ROAS, and TACoS
ACoS (Advertising Cost of Sales): (Ad Spend / Ad-Attributed Sales) × 100. If you spend $20 on ads and generate $100 in ad-attributed sales, your ACoS is 20%. Lower is better, but your target ACoS depends on your profit margins.
ROAS (Return on Ad Spend): Ad-Attributed Sales / Ad Spend. The inverse of ACoS. If your ACoS is 20%, your ROAS is 5x ($5 in sales for every $1 spent).
TACoS (Total Advertising Cost of Sales): (Ad Spend / Total Sales) × 100. This measures advertising efficiency against your entire business, not just ad-attributed sales. If your organic sales are strong, TACoS will be lower than ACoS. TACoS is a better long-term health metric than ACoS.
New-to-brand metrics: Available in Sponsored Brands and Sponsored Display reports. Shows how many customers are buying from your brand for the first time. Useful for measuring brand awareness campaigns.
Inventory and Fulfillment Reports
These reports prevent stockouts, reduce storage fees, and track customer returns.
Inventory Health Report
Where to find it: Reports → FBA Inventory → Inventory Health
What it shows: Every FBA ASIN with current stock levels, sell-through rate, excess inventory, stranded inventory, and recommendations for restocking or removal.
When to use it: Weekly. This report directly affects your IPI (Inventory Performance Index) score, which determines your FBA storage limits. Keep your IPI above 450 to avoid capacity restrictions.
Key actions: Remove stranded inventory (products that can't be sold due to listing errors). Reduce excess inventory (products with more than 90 days of supply). Restock low-inventory items before they run out.
Restock Inventory Report
Where to find it: Reports → FBA Inventory → Restock Inventory
What it shows: Products that are running low on stock, along with recommended restock quantities and restock dates based on sales velocity.
When to use it: Biweekly. Use this to plan shipments and avoid stockouts. The recommendations are based on Amazon's sales forecasts, which aren't always accurate, so cross-reference with your own sales data.
FBA Fulfillment Reports
Where to find it: Reports → Fulfillment → All Orders
What it shows: Every FBA order Amazon fulfilled on your behalf, including order date, ship date, tracking, and shipping charges.
When to use it: Monthly reconciliation to verify Amazon fulfilled orders correctly and charged accurate fees.
Returns Reports
Where to find it: Reports → Fulfillment → Customer Returns
What it shows: Every FBA return, including return reason, ASIN, quantity, and disposition (sellable, damaged, customer damaged).
When to use it: Monthly analysis to identify products with high return rates. If a product returns at 10%+ consistently, investigate why (poor product quality, inaccurate listing content, sizing issues).
Brand Analytics Reports
Access requirement: You must be enrolled in Amazon Brand Registry to see these dashboards.
Brand Analytics gives you market-level data that non-Brand Registry sellers can't see. These reports show what customers search for, what they buy together, who they are, and whether they come back.
Search Query Performance
Where to find it: Reports → Brand Analytics → Search Query Performance
What it shows: Top search terms that led to clicks and purchases across your brand. Includes search frequency rank (how popular the term is), your click share, your conversion share, and your competitors' click and conversion share.
When to use it: Monthly keyword research and competitive analysis. Identify terms where competitors out-convert you, then improve your listings or advertising for those terms.
Market Basket Analysis
Where to find it: Reports → Brand Analytics → Market Basket Analysis
What it shows: Products customers frequently buy together in the same order. Shows the top three products purchased alongside each of your ASINs.
When to use it: Product development and bundle planning. If customers consistently buy your protein powder with a specific blender bottle brand, create your own blender bottle or a bundled offer.
Demographics Report
Where to find it: Reports → Brand Analytics → Demographics
What it shows: Age, income, education, gender, and marital status breakdowns for customers who view and purchase your products.
When to use it: Audience targeting for advertising and content tuning. If 70% of your buyers are ages 25–34, tailor your listing images and copy to that demographic.
Repeat Purchase Behavior
Where to find it: Reports → Brand Analytics → Repeat Purchase Behavior
What it shows: How many customers buy from your brand more than once, and how often they reorder.
When to use it: Subscription and loyalty strategy. If customers reorder every 30 days, offer a Subscribe & Save discount to lock in recurring revenue.
Payment and Settlement Reports
These reports reconcile your money. Use them to verify Amazon paid you correctly and track fees.
Date Range Reports
Where to find it: Reports → Payments → Date Range Reports
What it shows: All transactions (orders, refunds, fees, reimbursements) within a custom date range.
When to use it: Monthly reconciliation with your accounting system.
Settlement Reports
Where to find it: Reports → Payments → Settlement Reports
What it shows: Every settlement period's transaction summary, including total sales, refunds, FBA fees, referral fees, and net proceeds.
When to use it: After every settlement period (typically every two weeks) to verify disbursement amounts and identify fee discrepancies.
Account Health Dashboard
Where to find it: Performance → Account Health
What it shows: Your Account Health Rating (AHR), a numeric score from 0 to 1,000. Also shows customer service performance, policy compliance, and shipping performance metrics.
When to use it: Weekly checks. An AHR below 200 puts your account at risk of suspension. Monitor this closely and address any policy violations or performance issues immediately.
Key metrics: Order Defect Rate (target: <1%), Late Shipment Rate (target: <4%), Pre-Fulfillment Cancel Rate (target: <2.5%), and Valid Tracking Rate (target: >95%).
How to Use Amazon Reports to Grow Your Business
Reports are only useful if you act on them. Here's how to turn data into decisions.
Identify Underperforming Listings
Run the Detail Page Sales and Traffic report monthly. Sort by unit session percentage. Any product below 5% conversion needs attention. Check reviews, pricing, images, and bullet points. Compare your listing to the top three competitors for that product.
Tune Advertising Spend
Download the Search Term Report weekly. Find search terms with ACoS above your target threshold and at least 10 clicks. Add those terms as negative keywords. Then find terms with high click-through but low impressions. Add those as exact-match keywords in separate campaigns to capture more volume.
Prevent Stockouts and Overstocking
Check the Inventory Health Report every Monday. Restock any product with less than 30 days of supply. Create removal orders for any product with more than 90 days of supply and sell-through below 1 unit per week. Smart inventory management strategies prevent the most expensive mistakes on Amazon.
Track Customer Behavior Trends
If you're Brand Registered, review Search Query Performance monthly. Identify trending search terms (rising search frequency rank) and create content or launch products to capture that demand before competitors do.
When to Bring in Reporting Help
Manual reporting works when you're managing 10–20 SKUs and running a few ad campaigns. Once you scale past that, pulling and analyzing dozens of reports every week eats time you should spend on strategy.
Signs you've outgrown manual reporting:
- You spend 10+ hours per week downloading CSVs and building spreadsheets
- You can't keep up with weekly Search Term Report optimization
- You don't have time to cross-reference Business Reports with Inventory Health and Advertising data
- You're losing sales to stockouts because you missed a Restock Inventory alert
- You can't answer questions like "What's my TACoS by product line?" or "Which ad campaigns drive the most new-to-brand customers?" without days of manual analysis
What an agency reporting partnership looks like:
SupplyKick builds custom dashboards that consolidate every Seller Central report into a single view. You see real-time sales, traffic, conversion, advertising performance, inventory health, and profitability by ASIN, campaign, or product line. We handle the data extraction, cleaning, and analysis. You get weekly performance reviews and actionable recommendations to grow faster.
Learn more about SupplyKick's Amazon advertising and analytics services.
Ready for reporting that drives action, not just spreadsheets?
Connect with Our Team →Frequently Asked Questions
How do I access Amazon Seller Central reports?
Log in to Seller Central, click the Reports tab in the top navigation, then select the report category from the dropdown (Business Reports, Advertising Reports, Inventory, Fulfillment, Payments). Most reports can be downloaded as CSV files. Some, like the Sales Dashboard, are visual dashboards inside Seller Central.
What is unit session percentage on Amazon?
Unit session percentage is your conversion rate. It's the percentage of product detail page sessions that resulted in an order. Formula: (Units Ordered / Sessions) × 100. A typical benchmark is 5–10%, but this varies by category. Below 5% usually signals a pricing, review, or listing content issue.
What is the most important Amazon seller report?
The Detail Page Sales and Traffic by Child Item report. It shows sessions, conversion, Buy Box percentage, and sales for every ASIN. This report tells you which products convert well, which don't, and where to focus optimization efforts. Pull it weekly.
Can I download Amazon reports as CSV files?
Yes. Most Seller Central reports have a Download button that exports the data as a CSV file. You can then open the file in Excel, Google Sheets, or import it into your own analytics tools.
What is Amazon Brand Analytics and who can access it?
Brand Analytics is a set of dashboards that show search trends, competitor performance, customer demographics, and purchase behavior. Access requires enrollment in Amazon Brand Registry and a Professional selling account. Brand Registry is free but requires a registered trademark.
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