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How Amazon Seller Central Reports Can Help Grow Your Business

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Did you know that 89% of Amazon sellers are profitable? But, these sellers just didn’t reach the top like that! 

They used the information provided by Amazon, analyzed it, and they made changes to their businesses accordingly! And that’s how their businesses became lucrative! 

And when we talk about information, we are talking about Amazon seller reports on Seller Central. But the data in these reports might seem confusing, so many sellers don’t bother with them.

However, the reality is if you’re not using these reports to understand the important numbers for your Amazon business, you’re missing out!

In this article, we’ll tell you:

  • What do Amazon sales reports mean?
  • The types of Amazon reports and which ones to focus on.
  • How to track these reports.

What are Amazon Seller Reports?

Amazon seller reports are figures that tell you how your business is doing.

As an Amazon seller, you’ll find them in the reports section in your Seller Central account. This is where you’ll find valuable information about your business that can help you make smart decisions to grow your advertising and sales in the long run. 

Now, not all the information in these reports is helpful, but there are a few key details you should pay attention to!

Some reports are available to all sellers, while others are only for FBA sellers or brand-registered sellers. If you handle your orders, you can easily locate these reports in the Reports tab, where you’ll also find sales and tax reports. 

So, take a few minutes to explore these reports and see what insights you can gather. Trust us, it’s worth it!

Why Should You Use Amazon Seller Reports?

Amazon seller reports provide you with valuable insights about different aspects of your business. This includes details about:

  • How are your customers interacting with your products? 
  • How often do they make purchases?
  • How many items do they typically order in one go? 

By checking out these reports, you can learn how to increase your sales, reduce advertising costs, and achieve greater success. This information is quite helpful for growing your Amazon business and making sure you’re meeting your customers’ needs.

Now that you know what Amazon seller reports are and how they can benefit your business, let’s have a look at the different types of Amazon business reports.

Amazon Seller Reports

Types of Amazon Seller Reports 

Amazon Seller Central provides you with a ton of valuable reports to help grow your business. It might seem overwhelming at first, but once you get the hang of it, you can unlock a wealth of insights. 

There are 3 types of Amazon seller reports:

  • Amazon Seller Business Reports
  • Amazon Seller Inventory Reports
  • Amazon Seller Advertising Reports

Let’s explore each type and its sub-categories and find out how to turn all that information into actionable steps for business growth:

1. Amazon Seller Business Reports 

Amazon Seller Central Business Reports can provide you with valuable insights about your sales, customer shipments, returns, and more. These reports are a great way to keep track of your business data. 

Let’s explore how to make sense of the different reports that come under this category:

Sales and Traffic Report

A sales and traffic report gives you a quick snapshot of how you’re doing. It includes info on:

  • How many units you’ve sold
  • Your total sales
  • Page views
  • Sessions
  • Conversion rates

It’s a great place to start if you want to get an idea of how your business is doing and see if there are any trends you should be aware of.

Sales and Traffic Report

Detail Page Sales and Traffic Report

With the Detail Page Sale and Traffic report, you can take a closer look at how your products are doing. You’ll be able to examine:

  • Sales
  • Traffic
  • Conversion rates
  • Buy Box percentage for each ASIN

This way, you can easily spot your best-selling items, address any underperforming products, and improve your listings.

Detail Page Sales and Traffic Report

Seller Performance Report 

The Seller Performance Report in Amazon Seller Central gives you a detailed look at your account’s key metrics related to customer experience and order fulfilment. By using this report, you can easily see how you’re doing in terms of meeting Amazon’s seller performance metrics and also identify areas where you can improve. 

It includes details about:

  • Order defect rate
  • Late shipment rate
  • Cancellation rate
  • Refund rate
  • Policy violations

2. Amazon Seller Inventory Reports

Want to make sure you never run out of stock? No worries, Amazon Inventory Report has got you covered. 

This report helps you keep an eye on your inventory levels. You can:

  • Monitor both available and reserved quantities
  • Identify potential stockouts
  • Optimize your fulfilment strategies to avoid any lost sales. 

Fulfillment Report

A Fulfilment Report gives you a better understanding of how your Amazon FBA inventory is performing. With this report, you can:

  • Track inbound shipments
  • Monitor your fulfilment performance
  • Keep an eye on removal orders

This Amazon seller report is great for getting all the insights you need to ensure timely deliveries and happy customers. 

3. Amazon Seller Advertising Reports

Amazon Seller Advertisement Reports can provide you with valuable insights into how your advertising campaigns are performing on the Amazon platform. These reports can help you understand important metrics like impressions, clicks, conversions, sales, and costs so that you can optimize your ad spend and get the most out of your investment.

The following are the categories in Amazon Seller Advertising Reports:

Sponsored Products Report

If you are running a sponsored products campaign on Amazon and want to make the most of it, a Sponsored Products report can come in handy. It can help you analyze your metrics like: 

  • Impressions
  • Clicks
  • Conversions
  • Cost per click

Using the details from this report, you can optimize your campaigns and get the best return on your ad spend (ROAS). 

Brand Performance Report

If you’re a brand-registered seller, you might be interested in checking out the Brand Performance Report. Unlike the Seller Performance Report, which looks at individual seller metrics, this report gives you more insights into:

  • Demographic profile of your customer base
  • How consumers engage with your brand
  • Their buying behavior
  • Perception of your brand’s products
  • What other products customers buy alongside your brand?

It’s a great tool to help you improve your brand’s performance and make better business decisions.

Amazon Purchase Reports 

One of the most important Amazon seller reports is the Purchase Report. It gives you intricate details about your orders, like:

  • Order ID
  • Customer information
  • Product details
  • Shipping address
  • Payment method

This will help you keep track of your orders, understand your preferences, and resolve any issues that may come up.

Now that you the many different types of Amazon reports, the big question is…

Which Amazon Seller Report Provides the Most Valuable Insights?

The Detail Page Sales and Traffic Report under the category of Business Reports provides the most valuable insights. 

It breaks down all the measurements for your products, including the different variations like colors and sizes. By focusing on each product’s performance, you can get a much more detailed view of how your business is doing. 

This report is important because it tells you the number of views and the conversion rate for each product. This info can be really helpful when you’re trying to figure out how to price, promote, and sell your products. 

How to Track Amazon Seller Reports

Amazon Seller Central reports provide different metrics that help plan your business moves. These metrics, ranging from basic to more advanced, provide insights into how well you’re doing, why things might not be going as planned, and what goals you can aim for in the future. 

Understanding these numbers can help you make smart decisions for your Amazon business. 

Track Amazon Seller Reports

Here are some important metrics you need to keep an eye on to be the top seller on Amazon:

Page Views

Page Views is an essential metric on Amazon that lets you know how many people have visited your store. It’s a great way to see how many times potential customers have viewed your product pages. 

If your page views aren’t as high as you’d hoped, it could mean that people are having trouble finding your products on Amazon!

But don’t worry; there are some simple ways to improve your page views:

  • Try enhancing your product listings by using the right keywords and highlighting the unique features of your products with high-quality images. 
  • Selecting the right product category is also essential, and Amazon’s Browse Tree Guide (BTG) can help you find the perfect fit.
  • Consider using Amazon SEO services to boost your pages and make them appear at the top of search results for relevant keywords.


Keeping an eye on your Amazon store’s sessions can give you a lot of insight into your customer behavior. Sessions represent the number of unique visitors to your store at a specific time, and it’s important to note that one customer can view many pages. 

If the number of sessions is similar to the total page views, it could mean that your customers are only checking out one page and not exploring other products in your store. This could be due to reasons like:

  • Low-quality images
  • Negative reviews
  • Uninteresting text and images
  • Prices that seem too high

Improving these things can make a big difference in boosting your store’s performance. You’ll start seeing more page views compared to sessions, which means your customers are exploring more of your products.

Units Ordered

You can easily see how many products your customers have been buying by checking the ‘Units Ordered’ data for a few months or even a whole year. This can give you some great insights into when your store did well and when it didn’t. 

By getting more orders, your products will rank higher, which is always a good thing. So, make sure to check your competitor’s prices and keep improving all parts of your product listings, as we mentioned earlier.

Total Number of Sales

Your Amazon Seller sales report also gives you insights about your sales, including the exact price of the products sold. It also gives you numbers for the gross product sales, which includes extra costs like gift wraps and shipping fees paid by the customer. 

This information helps you understand how profitable your business is and how well your products are doing in other places. 

Order Session Percentage 

The order session percentage is a really important metric that tells you the percentage of orders compared to the number of sessions in your Amazon store. 

If this percentage is high, it means you’re doing great! Your products and seller ratings are top-notch. However, if it’s low, it suggests there might be issues. 

However, there are plenty of ways to improve it. You can start by:

  • Making your products better
  • Handling reviews well
  • Improving how you manage your customers. 

Doing this will not only enhance your product rankings but also increase your order session percentage.

Buy Box Percentage

To understand the Buy Box Percentage, let me first explain what the Buy Box actually is. 

When you’re on Amazon, you’ll see that a product can have multiple sellers, but only the most successful ones get featured in the Buy Box. You might have noticed this before; it’s where users choose their sellers from.

Basically, if a buyer clicks on the buy button, Amazon tends to showcase the best sellers first. The Buy Box percentage indicates how often your product appears in this box for customers. 

To get into Amazon’s good books, you need to:

  • Handle your inventory well
  • Set fair prices
  • Provide excellent customer service
  • Raise the credibility of your website

All these reports, numbers, and figures might leave you overwhelmed because, frankly speaking, not everyone is a pro at understanding how these details work and how you can use them to skyrocket your business. 

But why get into this tangled mess when you can hire an Amazon advertising agency to handle all the technical stuff?

Impact Wolves: Helping You Understand Amazon Seller Reports

Impact Wolves is a team of helpful experts who specialize in helping Amazon seller businesses like yours grow. Our team is made up of former Amazon employees, successful sellers, and recognized experts who are ready to help you achieve your goals. 

With our support, you’ll get a complete plan to help your business thrive and be more successful on Amazon. We’ll provide expert-written product descriptions, high-quality pictures and videos of your products, and smart management of your advertising. 

And, most importantly, we are professionals in tracking Amazon Seller reports. We can help you understand your business better by giving you personalized monthly reports. These reports focus on the metrics that matter for your goals. Whether you sell on Seller Central or Vendor Central or keep an eye on third-party sales of your brand, we can make a strategy report that fits your needs! 

Interested in learning more? Schedule a free 30-minute chat with us today!

We’re always happy to help and answer any questions you might have. Let’s work together to take your Amazon business to the next level!

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