How to Use Amazon Business Reports: The Ultimate Guide


As an Amazon seller, optimizing your business and maximizing profits relies heavily on data analysis. One invaluable tool for gaining a comprehensive understanding of your Amazon business’s financial performance is the business report.
Whether you’re a seasoned seller or just starting out, understanding and utilizing business reports is crucial. In this blog post, we will thoroughly explore the various Amazon business reports and provide insights on how to leverage them for your business success.

What Are Amazon Business Reports?

Amazon Business Reports, located under the “Reports” tab in Seller Central, provide sellers with access to a wide range of data points concerning their business activities on the platform. This data encompasses various aspects, including:

Understanding customer engagement: Gain insights into how customers interact with your products, including their browsing behavior and purchase frequency. This allows you to tailor your product listings and marketing strategies based on customer preferences.

Optimizing sales and inventory: Analyze sales trends and identify popular products and buying patterns. This information helps you optimize inventory management, ensuring you have enough stock of in-demand items and avoid overstocking less popular ones.

Making informed marketing decisions: Analyze data on clicks, conversions, and sales to understand the effectiveness of your advertising campaigns. This allows you to refine your strategies, allocate resources effectively, and maximize your return on investment.

Improving product performance: Track metrics like impressions, click-through rates (CTR), and conversion rates to identify areas for improvement in your product listings. This can involve optimizing product titles, descriptions, images, and pricing strategies.

Types of Amazon Business Reports

Amazon provides various business reports to help sellers and vendors analyze their performance and make informed decisions. Let’s understand each one in detail.

Sales Dashboard

The Sales Dashboard is your one-stop shop for a quick and clear snapshot of your overall business performance. This is where you can find historical sales data, including units sold, total sales, and average order value. Additionally, the dashboard provides trend graphs allowing you to compare data across different periods, helping you identify growth patterns or seasonal trends.

amazon business reports

Amazon Business Reports "By Date"

The “Amazon Business Reports “By Date”” is a set of reports provided by Amazon that allows sellers to analyze their business performance based on specific dates. It includes two main Amazon Seller Central reports:

1. Sales and Traffic "By Date"

This report provides a detailed breakdown of sales and traffic data over specific time periods. Sellers can choose a date range to analyze, and the report will present information such as the number of orders, total sales, page views, and conversion rates for each day within the selected timeframe.
By examining this data, sellers can identify patterns, trends, and correlations between marketing activities or promotions and changes in sales performance over time.

Key Metrics Included:

Total Sales: The overall revenue generated during the selected timeframe.
Units Sold: The number of products sold.
Average Order Value: The average value of each order.
Conversion Rates: The percentage of visitors who make a purchase.

2. Seller Performance "By Date"

This report focuses on the seller’s performance metrics tracked by Amazon over specific dates. It includes key performance indicators such as the order defect rate, late shipment rate, and pre-fulfillment cancel rate. Sellers can review their performance metrics on a daily or periodic basis to ensure they meet Amazon’s standards and identify areas for improvement in order to maintain a positive seller reputation.

Key Metrics Included:

Order Defect Rate: A measure of the quality of your orders, including negative feedback, A-to-z Guarantee claims, and credit card chargebacks.
Late Shipment Rate: The percentage of orders that were not shipped on time.
Pre-fulfillment Cancel Rate: The percentage of orders canceled before shipment.
Customer Service Dissatisfaction Rate: The percentage of orders for which customers have expressed dissatisfaction with your customer service.

Amazon Business Reports "By ASIN"

Amazon Business Reports “By ASIN” refers to a set of reports that provide detailed insights into the performance of individual products on Amazon. ASIN stands for Amazon Standard Identification Number, which is a unique identifier assigned to each product on the platform.

These reports help amazon sellers and vendors analyze the sales and traffic data associated with specific ASINs, allowing them to make informed decisions to optimize their product listings and overall business strategy. It includes three main reports:

1. Detail Page Sales and Traffic "By ASIN"

This report offers a comprehensive analysis of the sales and traffic data for a specific ASIN. It includes information such as the number of page views, units ordered, and conversion rates. Sellers can use this data to assess the effectiveness of product listings and understand customer engagement.

Key Metrics Included:

Page Views: The number of times the product’s detail page was viewed by Amazon visitors.
Buy Box Percentage: The percentage of time your product is featured in the Buy Box, which is crucial for increasing sales.
Unit Session Percentage: The percentage of sessions (visitor interactions) that resulted in a purchase of the product.
Total Order Items: The total number of items ordered for that specific ASIN.
Total Order Sales: The total sales generated from the specific product’s detail page.

2. Detail Page Sales and Traffic By Parent Item "By ASIN"

For products with variations or parent-child relationships, this report breaks down sales and traffic data at the parent item level. It helps Amazon sellers in understanding how the overall product line performs, taking into account variations such as size or color.

Key Metrics Included:

Page Views: The number of times the parent item’s detail page was viewed.
Buy Box Percentage: Similar to the individual ASIN report, this metric indicates the percentage of time the parent item is featured in the Buy Box.
Unit Session Percentage: The percentage of sessions resulting in a purchase of the parent item.
Total Order Items: The total number of items (including variations) ordered for the parent item.
Total Order Sales: The total sales generated from the parent item’s detail page.

3. Detail Page Sales and Traffic By Child Item "By ASIN"

Similar to the parent item report, this one focuses on individual variations or child items within a parent-child relationship. It allows sellers to analyze the specific performance of different product variations.

Key Metrics Included:

Page Views: The number of times the detail page of each child item was viewed.
Buy Box Percentage: Indicates the percentage of time each child item is featured in the Buy Box.
Unit Session Percentage: The percentage of sessions resulting in a purchase of each child item.
Total Order Items: The total number of each specific child item ordered.
Total Order Sales: The total sales generated from each individual child item.

Key Metrics to Track in Your Amazon Business Reports

1. Session

A session is a unit that represents a single visit by a user to your website or platform. It begins when a user lands on a page and ends when they leave or remain inactive for a specified period.
Tracking sessions provides a holistic view of user engagement. It helps evaluate the success of marketing efforts in driving traffic and is a fundamental metric for assessing website performance.
An increase in sessions may suggest effective marketing campaigns or improved organic visibility. Conversely, a decrease might indicate issues with marketing strategies or website functionality.

2. Total Sales

Total Sales is the cumulative revenue generated from all products or services sold over a specific time frame.
This metric is paramount for understanding the financial health of the business. It serves as a primary indicator of revenue generation and overall business performance.
Monitoring total sales allows businesses to identify trends, assess the impact of promotions, and make informed decisions regarding inventory management and pricing strategies.

3. Average Order Value

Average Order Value (AOV) is the mean monetary value of each order placed by customers. AOV is a critical metric for comprehending customer purchasing behavior.
It helps in shaping strategies to boost revenue without necessarily increasing the customer base.
An increase in AOV may indicate successful upselling or cross-selling initiatives, while a decrease might prompt a reassessment of pricing strategies or the effectiveness of promotional activities.

4. Order Session Percentage

Order Session Percentage is the ratio of sessions that result in at least one order. This metric sheds light on the conversion rate of website visitors to customers.
It reflects the effectiveness of the website in translating user interest into actual sales.
A positive change in the Order Session Percentage suggests an enhanced user experience or effective product presentation. Conversely, a decline may indicate potential issues in the purchase process or website navigation.

5. Buybox Percentage

Buybox Percentage is the share of time a product’s listing appears in the prominent “Buy Box” on e-commerce platforms, indicating the likelihood of being purchased.
For businesses operating on platforms like Amazon, a high Buybox Percentage is crucial as it enhances product visibility and increases the likelihood of making a sale.
Monitoring Buybox Percentage helps businesses gauge the competitiveness of their product listings. It enables optimization of factors such as pricing, fulfillment methods, and customer feedback to enhance their presence in the Buybox.


The Amazon Business Report offers valuable insights for businesses of all sizes selling on Amazon. By understanding the report’s data and trends, Amazon sellers can make informed decisions about their product selection, pricing, marketing strategies, and overall business performance. Remember, staying informed and adapting to the ever-evolving Amazon landscape is key to success.

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