The Whats and Hows of Amazon Seller Central Reports

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The What's and How's of Amazon Seller Central reports

One of the benefits of selling on Amazon is that they publish important and relevant information in their Seller Central reports.

These business reports can assist merchants to increase sales and enhance customer experience. Amazon sellers now have access to sufficient data through Amazon Seller Reports, allowing them to determine what works, what doesn't, and where they can improve in order to develop their business further.

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How to find Amazon Seller Sales Report

Before we get into the meat of things, let's get navigation out of the way first. To gain access and find business reports, you need to have a Seller Central account. It's easy to register and is desktop browser required.

Once you've logged in, scroll down the right side of the page until you see the "Sales Summary" section. This will then display your sales for the past 7 days, 15 days, and 30 days.

Afterward, click on "View more of your sales statistics". This will take you to your sales dashboard where you will have more advanced access to business reports.

You can view data on your business based on date, ASIN, and other factors such as inventory and sales orders.

Admittedly, fully mastering the sales dashboard will take a bit of practice. But it's really not as complicated as it initially looks. With a bit of time and repeated use, you'll be able to navigate this sales dashboard and find business reports section like the back of your hand.

What are Seller Reports?

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Now that we know how to access the seller dashboard, let's get into what exactly are the reports you're seeing.

Amazon seller business reports give you useful information and statistics to help you track your business's performance.

You may view information like how many units you've ordered, how many people have visited your listings, conversion rates, sales totals, and your Buy Box % in these reports.

It's worth noting that the majority of Amazon Seller Reporting capabilities are only available to those with the Professional Selling Plan, as opposed to the Individual Seller account, which offers fewer options.

You can access the dashboard with a Professional Selling Plan, which is jam-packed with tools and business reports you can use.

There are also other business reports such as Return reports, advertising reports, FBA fulfillment reports, and stranded inventory reports available in Seller Central.

These business reports allow you to see how your firm is performing in all areas so you can make informed decisions about how to proceed.

Why are These Reports Important?

It's easy to dismiss information and the numerous business reports available due to the difficulty in analyzing and using them, especially if you're new to the e-commerce industry. 

You'll know what you can enhance and create for improved exposure and sales if you keep a careful watch on and monitor key indicators.

Ignoring such metrics and statistics could cost you extra money because you won't be able to tell if your products are popular with your target market or the amount of products sold within a date range.

In Amazon Seller Central, you'll find a plethora of data within your company reports. These could include data such as traffic report, inventory age, removal reports, unit session percentage, and other relevant information. Learn to read them on a regular basis so you can keep track of your progress and avoid missing out on possible sales and profits.

However, with such a big range of Amazon Seller business reports to choose from, it might be difficult to know which ones to focus on. 

Types of Reports in Your Seller Account

Let's now go over the different types of business reports you can view in your seller account. As indicated at the start, we'll first have to navigate to the sales dashboard to gain access to more detailed reports. 

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Business report

Business reports provide essential information on a seller's sales, traffic, and performance. You'll discover a lot of data examined from many perspectives in these reports.

Your Amazon Seller Central Account's Business Reports can be found under the Reports tab. You will be redirected to the Sales Dashboard, which is a new page. You can then get the precise business report you require by clicking on any of the items on the left side of the screen.

Under business reports section, you can view other important reports such as:


Indicates how many times a customer visited your store within a specified date range. One session is defined as a customer purchasing numerous things in your store within a single visit. This will be a second session if they decide to return to your store and purchase more items.

This is important since you can know exactly how many buyers visited your listings throughout the time period you specified. If the number of visits on your product page is low, you should consider how to increase traffic to it.

Page views

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This is the total number of times your store has been visited in a given period of time. It can range from a few hundred to hundreds of millions. Every page is tracked independently, so if a customer visits three pages in your business, that's three page views.

However, this number may be larger than your sessions because it includes customers who visited your listing multiple times.

If this measure is low, you should examine your listing elements as well as your keyword research.

Buy Box Percentage

The percentage of page visits where the Buy Box was yours. If a customer views your product 200 times and it appears in the Buy Box 190 times, your Buy Box percentage is 80%.

If you're a private label vendor and the sole seller on the listing, your Buy Box proportion should theoretically be 100%. If your percentage is low, it's likely that the listing has too many vendors or that your goods are overpriced.

If you're an arbitrage or wholesale reseller, this indicator is very relevant because it shows you how often you obtain the Buy Box compared to competitors selling on the same listing.

Conversion rate

This indicates the percentage of customers who added your item to their shopping baskets. On Amazon, a conversion rate of 5-10% is a good aim. If your conversion rate is 10%, it means your listing is well-optimized, your price is reasonable, and your product has positive reviews.

How to use Seller Reports for Business Development

What can you do with the business reports now that you're familiar with them? You understand why it's vital, but what happens once you have it?

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Focus on the right products

You can increase revenue by using Amazon Sponsored Products PPC advertising. However, you'll need to figure out which of your products will bring in more money for your company. 

For PPC advertising, you'll want products with fewer views but better conversion rates to get the most bang for your buck. But what other factors can you take into consideration? Here are some business reports you can take a look at.

Buy box percentage

How long has your product been listed in the Buy Box? If you have a high percentage, this is a good sign because it means you consistently win the Buy Box, which means more sales. Having a high buy box percentage for a specific ASIN means you should focus more on that particular product.

Page views

You can observe when page views increase or decrease, and if you spot a slump early on, you'll be able to figure out what modifications to do to reverse the trend. Keep a close eye on detail page sales.


When you look at this statistic and notice that your page views and sessions are the same, it means your products aren't appealing to customers. 

This can help you figure out which products aren't selling and why, as well as what you can do to improve things, such as modifying your price strategy or upgrading your product content.

Please keep in mind that these are just a handful of the numerous indicators accessible, but they are among the most essential.

Determine which ASINs aren't converting

Amazon Seller Reporting can also assist you in identifying non-converting products so that you can update their details. These are items that get a lot of views but not a lot of sales.

Keep track of your progress

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Check out the 'By Date' reports to see how your company is performing generally. These enable you to construct interactive graphs while also displaying the Sales and Traffic data.

Easily conduct keyword research

Amazon Brand Analytics is currently in its early stages, with just minimal business reports provided to sellers who use Amazon Brand Services. 

These reports, on the other hand, provide unique and important information to aid in the improvement of your brand's performance. 

Search phrases that are currently trending on Amazon can be found here. Customers that make repeat purchases from your company can also be viewed, including demographics such as age, income, education, and marital status.

Although these reports aren't as powerful as other third-party tools, they still provide useful information on search phrases. The top three products would be displayed, along with click and conversion rates.

Keywords Research


Some Amazon merchants' Seller Central accounts may be reduced to a daily sales number and a feedback portal for their customers compared to in-depth business reports. However, Seller Central can give you some useful tools for swiftly generating useful data on your company.

On Amazon Seller Central, there are a plethora of reports that provide information on practically every aspect of your account and sales. It can be daunting at first, but after you understand which business reports to focus on and what they accomplish, you can start utilizing them to get greater visibility and profit in the long term.

You also have the option to get the services of professional Amazon account managers to have the needed expertise to interpret and apply the data from reports.