Wait a moment...
Wait a moment...
Seller Central has dozens of reports — most sellers use fewer than five. This guide maps every major report to the decision it should drive.
Key Takeaway
Amazon Seller Central contains over 30 distinct reports across Business Reports, Advertising, FBA, Payments, and Brand Analytics. Each one answers a different question. This guide maps every major report to the specific business decision it should inform.
Every Amazon seller has clicked around Seller Central and noticed that the Reports section is vast, poorly organized, and mostly unexplained. There's no guide inside the interface that tells you what each report is for or when to use it. Most sellers discover two or three reports that answer their immediate questions and never explore further — missing significant signal in the process.
This guide maps every major Seller Central report to the specific business question it answers and the decision it should drive.
Business Reports are available to all sellers and represent the primary operational data layer. They live under Reports > Business Reports.
What it shows: Daily aggregate performance for your entire account — ordered product sales, units ordered, sessions, page views, buy box percentage, and unit session percentage (your blended conversion rate).
The decision it drives: Day-over-day and week-over-week health monitoring. If sessions are flat but conversion rate dropped, the problem is your listing or price. If sessions dropped, the problem is traffic — check ranking, ad spend, and seasonality.
Key limitation: It shows blended totals, not ASIN-level breakdown. Use it as a diagnostic alert, not a root cause analysis.
What it shows: The same metrics as above, but broken down by individual ASIN for a selected date range. This is where you identify which specific products are driving or dragging performance.
The decision it drives: ASIN-level performance triage. Which products have session share disproportionate to their revenue contribution? Which ASINs have conversion rates significantly below your account average? These are your optimization priorities.
Practical note: The native interface limits the date range selection and doesn't make historical comparison easy. AMZBoosted's Sales & Traffic tool extracts this data into an exportable format and makes rolling period comparison — current month vs. prior month, current quarter vs. prior quarter — straightforward.
What it shows: Consolidated metrics grouped by parent ASIN (variation family). Useful for product families where you want to understand the whole variation set's contribution before drilling into child ASINs.
The decision it drives: Variation family strategy — are all variations pulling weight, or is one variation carrying the family?
The Sales Dashboard on the Seller Central home page shows real-time and trailing sales data in a visual format. It's a quick-check tool, not an analysis tool. Don't make decisions from the dashboard alone.
FBA Reports live under Reports > Fulfillment. These are critical for operational management and are frequently under-used by sellers who focus only on top-line sales data.
What it shows: Current on-hand inventory, sell-through rate, months of supply, and estimated long-term storage fees by ASIN.
The decision it drives: Reorder timing and excess inventory action. If months of supply exceeds 12 on any ASIN, you're either about to pay long-term storage fees or you need a price promotion to clear stock.
Weekly review is non-negotiable for any FBA seller with more than 10 active ASINs.
What it shows: Each return transaction — ASIN, reason code, customer comment, disposition (returned to inventory vs. damaged).
The decision it drives: Product quality and listing accuracy diagnosis. When the same reason code appears repeatedly for an ASIN, it signals either a product defect or a listing that sets the wrong expectation. Both are fixable, but only if you're reading the data.
How to use it: Export monthly and count reason codes per ASIN. If "not as described" appears more than 3–5% of unit sales, your listing has a mismatch problem. If "defective" is climbing, your manufacturer has a quality drift issue.
What it shows: Inventory currently at FBA warehouses that is not listed as active and therefore not selling.
The decision it drives: Immediate revenue recovery action. Stranded inventory is stock you've paid to ship to Amazon that isn't generating any sales. The fix is usually a listing suppression issue, price alert, or catalog sync error — all addressable quickly.
Check this weekly. Stranded inventory that sits for months becomes a fee liability.
What it shows: Cases where Amazon owes you money — lost inbound shipments, damaged units, misprocessed returns.
The decision it drives: Account receivables management. Amazon's fulfillment network loses and damages units regularly. If you're not filing reimbursement cases, you're leaving money on the table. The Reimbursements Report shows what's been processed; cross-reference against your FBA Shipment reports to find unclaimed cases.
What it shows: Details on units removed from FBA — whether by your request or Amazon's (for unsellable items). Includes disposition, quantity, and fee totals.
The decision it drives: Inventory lifecycle decisions. When products hit end-of-life or need major rework, the removal data tells you exactly what you recovered vs. what was liquidated or disposed.
Brand Analytics requires Brand Registry enrollment. These reports are accessible under Brand > Brand Analytics.
What it shows: For your registered brand, SQP shows keyword-level performance data — impressions, clicks, cart adds, purchases, click share (%), and conversion share (%) for every search query that led to your brand being shown.
The decision it drives: Keyword strategy, listing optimization priority, and weekly market share tracking. SQP is the most tactically important report for active brands.
Key workflow note: SQP data is paginated and resets weekly. For regular monitoring, AMZBoosted's SQP Report tool extracts the full dataset automatically, enabling time series tracking without the manual export burden.
What it shows: Amazon's ranked list of every search term by Search Frequency Rank (SFR), along with the top three clicked ASINs per term and their click and conversion share.
The decision it drives: Category-level keyword strategy, competitive intelligence, and SFR trend monitoring. This is where you find emerging keywords, identify which competitors are gaining click share on category terms, and validate your keyword prioritization.
What it shows: Repurchase rate, new vs. returning customer split, and purchase frequency for each ASIN.
The decision it drives: Subscribe & Save eligibility evaluation, retention marketing strategy, and product quality health checks. A declining repurchase rate on a consumable is an early warning sign.
What it shows: The top five products purchased alongside each of your ASINs in the same shopping session.
The decision it drives: Bundle strategy, cross-sell opportunities, and adjacent product development. If customers consistently buy a product you don't sell alongside yours, that's a product line gap.
What it shows: Which ASINs customers view alongside yours (Item Comparison) and which they ultimately buy instead of yours (Alternate Purchase).
The decision it drives: Competitive research prioritization. The ASINs appearing in your Alternate Purchase data are your real competitive set — not who you think competes with you, but who buyers actually choose instead.
What it shows: Aggregate customer demographic profile by age, income bracket, education, and marital status.
The decision it drives: Brand creative direction, off-Amazon advertising targeting, and customer persona validation. Use directionally — Amazon's methodology aggregates across a sample, not your full buyer population.
Payment Reports are under Reports > Payments.
What it shows: Complete itemized transaction record for each 2-week settlement period — sales, refunds, FBA fees, advertising charges, and other account charges.
The decision it drives: Profit margin calculation and fee auditing. The most important use case: importing settlement data into a P&L model to calculate true contribution margin per ASIN after all Amazon fees. Amazon fee categories change frequently; auditing settlement data against your assumed fee structure catches billing errors.
What it shows: Every financial transaction in your account over a custom date range, including category-level fee breakdowns.
The decision it drives: Detailed financial analysis and tax preparation. Also useful for identifying unexpected charges or fee category changes.
Advertising Reports are separate from Business Reports and accessible through Advertising > Campaign Manager > Reports.
What it shows: Every search term that triggered your ads, with impressions, clicks, spend, sales, and ACOS per term.
The decision it drives: Negative keyword identification (terms that burn spend without converting), exact match targeting opportunities (high-converting terms from broad/phrase campaigns), and bid adjustment priorities.
Critical workflow: Run weekly. The search terms that drain budget on low-converting terms should be negated within 7–14 days of accumulating data.
What it shows: Performance by keyword or ASIN target — your structured keyword targets, not the raw search terms.
The decision it drives: Bid optimization. This is where you adjust individual keyword bids based on ACOS performance.
What it shows: Performance broken down by placement type: top of search, rest of search, product pages.
The decision it drives: Placement bid modifier adjustments. If top of search placements convert at significantly higher rates, increase your top-of-search multiplier to capture more of that placement.
The challenge isn't accessing reports — it's building a sustainable cadence for reviewing the right reports at the right frequency.
| Frequency | Reports to Review |
|---|---|
| Daily | Sales Dashboard (quick check), Stranded Inventory (if flag) |
| Weekly | Sales & Traffic by Date, SQP Report, FBA Inventory Health, Search Term Report (advertising) |
| Monthly | Sales & Traffic by ASIN, FBA Returns, Top Search Terms, Settlement reconciliation |
| Quarterly | Market Basket, Item Comparison, Alternate Purchase, Repeat Purchase Behavior, Demographics |
The reports that generate the most tactical value on a weekly basis are Sales & Traffic by ASIN, SQP, and the Advertising Search Term Report. If you only had time for three, these are the ones.
Seller Central's native report interfaces impose date range limits that make historical trend analysis difficult. The Business Reports interface shows historical data but isn't designed for export into trend workbooks. The SQP report resets weekly with no native cumulative view.
For sellers who want rolling 52-week views of their business — essential for understanding seasonality, measuring year-over-year growth, and tracking keyword market share over time — automated extraction tools are necessary. AMZBoosted's Sales & Traffic tool pulls and stores Business Report data over time. The SQP Report and SQP History tools do the same for Brand Analytics keyword data. The result is a longitudinal dataset that Seller Central's native interface can't produce.
Seller Central includes reports across five main categories: Business Reports (Sales & Traffic, ASIN-level performance), FBA Reports (inventory, returns, removals), Payment Reports (settlement, transaction-level), Advertising Reports (campaign, keyword, ASIN performance), and Brand Analytics Reports (SQP, Top Search Terms, Market Basket, Demographics). The total is over 30 distinct report types.
Navigate to Reports > Business Reports in Seller Central. The Sales & Traffic by Date report is the primary daily performance view. The By ASIN section shows unit and revenue data at the product level. Both are available under Business Reports without any special access requirements.
The Sales & Traffic report shows aggregate daily or date-range metrics for your account: ordered product sales, units ordered, sessions, page views, buy box percentage, and unit session percentage (conversion rate). It's the closest thing Seller Central has to a daily P&L summary for sales performance.
Seller Central's native Business Reports interface limits to approximately 2 years of data but makes longer-range comparison difficult. For rolling historical analysis, you need to export data regularly and build your own time series. AMZBoosted's Sales & Traffic tool automates this by pulling and storing report data over time, enabling trend analysis beyond what the native interface supports.
Try the Tool
Automate this in seconds with AMZBoosted
No API keys. No copy-pasting. Just your data.
AMZBoosted Team
The AMZBoosted team builds privacy-first automation tools for Amazon sellers. We share tactical guides on SQP, brand analytics, keyword research, and Seller Central workflows.
Join top Amazon sellers receiving weekly tactical insights directly from our private development vault.