Amazon Reports Every Seller Should Know About

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You’ve reached a sales threshold on Amazon, and you can’t seem to get past it. So what are you missing? Amazon reports may offer the edge you need.

Amazon offers key insights into your success in the marketplace. Each features a complete performance overview of your ads, reviews, pricing, and more.

In short, Amazon seller reports can help you detect what’s not working in your strategy. Such knowledge will help you make better data-driven decisions to scale up your sales.

Today, we review the key Amazon reports you’ll need to take your Amazon store into the next level.

How do Amazon Reports Work?


Amazon reports comprise your history on Amazon. They offer key data on your sales, traffic, listing popularity, advertising, and more.

Think of it as a reference point for your eCommerce strategy. Each report will tell you how your strategies fare in the marketplace.

Let’s say you want to learn more about customer interactions. Then, you can review a sales & traffic report to learn how users find your listings. It will also deliver insights on their purchase rates.

This kind of data can help you improve your branding strategies. For example, you can target a customer niche that you didn’t consider before. Thus, Amazon reports optimize your ad spending to drive conversions.

Note that you can’t access all Amazon reports available. Some are open to all sellers, but others are exclusive to Amazon FBA merchants. There are also unique reports for vendors, and for Brand-registered sellers.

So, your reports will depend on your seller status on Amazon. But rest assured, each Amazon report includes the details you’ll need to scale up your store.

How do I Read an Amazon Report?


You can access each report using your Amazon Seller Central account. Once you log in, open the main tab and select Reports. Here, you’ll find 7 report tabs:




Here you can find key data about your payments on Amazon. For example: net proceeds, transactions, account statements, and disbursements.

You can review your payment data using specific dates and order numbers.

Amazon Selling Coach


The selling coach offers insights into how to improve product listings, ads, stock and fulfillment. You can set up the selling coach to track specific items you want to work with.

Another great perk of these reports are the preferences. The selling coach creates a list of limited products on Amazon. This is great to find new sale opportunities for sellers.

You can also search for new product ideas by brand, ASIN, or item category.

Business Reports


These are among the key reports to take note of. We take an in-depth view of business reports further below.

Amazon business reports collect page sales and traffic by date and ASIN. You can also review seller and brand performance in the marketplace.

Most business reports are available for a 2-year period. Note, however, that you’ll find some discrepancies at times. This is due to the 24-hour lag the reports take to process your sales data. 



These reports include all relevant data about fulfillment. For example, you can review your long-term storage expenses within 6 to 12 month time frames.

Amazon fulfillment reports deal with sales, payments, removals, customer concessions and logistics. Fulfillment reports also offer unique information about inventory health.

Return Reports


Here you’ll find data concerning product returns. Merchants can review dates, order IDs, SKUS and ASINS.

Return reports are also divided by product name and quantities. There’s also a section listing the reasons for a specific return. 

Custom Reports


This section allows sellers to create unique CVS reports to meet their needs. You can create active reports, which focus on current data.

In contrast, you can also set up archived reports. These include old data, which Amazon saves over a 45-day time period. 

Tax Document Library


The tax library compiles the following data: Seller fee and Amazon tax invoices, and Tax-exemption certificates.

There’s also a sales tax report section. Here, you can review 3 types of reports: Marketplace Tax Collection, Sales Tax Calculation, and Combined Sales Tax. 

How to Automate Amazon Reports


As we said above, sellers can find Amazon reports in Seller Central. Most reports are available for a two-year period.

You can review any report right in the Seller Central Dashboard. Brands can also download your Amazon Reports as CSV files:

  1. Open the Reports Tab.
  2. Choose the report type you wish to review.
  3. Submit the report-specific details. For example, report name, or start and end date.
  4. Click on Request Report.

That’s it! Amazon will notify you once the report is ready for download. But there’s more! Merchants can also create custom Amazon Reports to check unique metrics:

  1. Select the report types you want to review.
  2. Click on Customize columns.
  3. Choose the columns to add or remove from the report.
  4. Press the save button.

You can also automate the reports using Amazon Web Services:

  1. Open the Alexa for Business console. You can find it here:
  2. Click on the Reports tab and press the Schedule Report button.
  3. Submit the report name. Now, select frequency, delivery date, S3 bucket name, format and path prefix.
  4. Click on Create.


Amazon Reports Decoded


You won’t need to review each Amazon report. But there are a few key reports you should keep track of.

As we said above, these are the key reports to track. Business reports focus on Amazon sales and listing traffic. They provide information about product orders, and performance.

There are the key Amazon Business reports you can access:

Sales Dashboard


This offers an overview on your Amazon sales and orders.

The data is arranged to compare current metrics, but also daily, weekly and yearly data.  



Sales & Traffic


This is a date-based report. It consists of sales data within several date ranges. For example, you can review daily, monthly, weekly or year-long sales.

Detail Page Sales and Traffic


 Here’s where things get more detailed. Sellers can check Detailed Page Sales and Traffic by date, or by parent and child ASINs.

In short, these reports offer product-specific data. For example: product views and conversion rate for specific items. There’s also data showcasing a product’s Buy Box percentage.


How to Read Amazon Business Reports


Now, here’s the thing about Amazon business reports: the data can be overwhelming for some sellers. But sellers only need to focus on 6 key metrics to boost their Amazon game:

Units Ordered


Details the total items that customers order from sellers. It’s great to pinpoint best-selling products. You can also use this data to find seasonal opportunities, which can help you manage your stock. It’s also a great gauge for your current product rankings.  

Total Sales


It includes gross product sales and ordered product sales. In short, it helps you determine how much users spend on a product, and your final profits. Both data is ideal to offer better pricing options, at a minimal loss to you.

Page Views


Total user visits to your product listings. It’s ideal to spot the most popular items, but also those that may need a little boost. Once you see which pages underperform, you can focus on fixing the problem. 



This metric tracks users’ page views and sessions. One session equates to user interactions with your products during a single trip on Amazon.

In short, it’s about tracking your traffic in the marketplace. Session rates are key because they rate a customer’s interest in your offers.

Low sessions translate to low conversions. If that’s the case, consider how you can boost your listings to ramp up attractions.

Conversion Rates


These metrics are about customer satisfaction. They mark the total customers that add your items to the buying cart.

Note that conversion rate data only considers user sessions. For Amazon, a good rate falls around 9.7%. Great conversion rates go from 10% to 15%.

Be sure to check your conversion metrics on a regular basis. Such data can pinpoint the products that need an SEO makeover, better reviews, or even some ad boost. 

Amazon Advertising Reports


To find the advertising reports, click on Report in seller central.

You’ll then open the reports dashboard. Here you’ll find the Ads reports on the top right tab.



Search Terms


This report tracks the most used keywords by Amazon customers. It’s great to hone your SEO strategy, so the right users find your offers.

A Search Terms report also flags underperforming keywords. Thus, you’ll know which terms to eliminate from your product listings.



Targeting reports also track keywords, but also ASINs and product categories. The goal is to help you find the right audiences for each item that you sell.

This metric can also detect duplicate search terms in your listings. Plus, it compares your ad budgets. Thus, you can see whether your ads are attracting the right audience.

Purchased and Advertised Product


The first metric compares keyword performance against sales. So, you can detect poor-selling products that may benefit from more effective search terms.

Now, Advertised Product reviews how your Ads campaigns perform. You can track the sales and impressions for your promoted ASINs and SKUs.

It’s a great tool to prepare for seasonal sales, or to allocate some resources to underperforming listings. 

Final Thoughts


On-point sales metrics translate to better sales performance. Amazon reports can help you know where your performance stands.

Each report can offer a unique insight into your sales opportunities. As such, take the time to review these Amazon seller reporting tools.

The key is to discern the reports and data that work best for you. Such data will smooth out your Amazon journey big time.

So, don’t miss out on Amazon reports. Once you understand what the retail giant values, you’ll be set to boost your sales beyond expectations.


Source: Seller Central


Esteban Muñoz is a content writer at AMZ Advisers, with several years’ experience in digital marketing and e-commerce. Esteban and the AMZ Advisers team have been able to achieve incredible growth on Amazon for their clients by optimizing and managing their accounts, and creating in-depth content marketing strategies.

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