Amazon Seller Central Reports Guide: Every Report Explained

Why Seller Central Reports Are Your Business Intelligence Foundation

Amazon collects an enormous amount of data about your business. Every impression, click, sale, return, fee, and inventory movement is tracked and available through Seller Central reports. The problem is that there are dozens of report types spread across multiple sections, and most sellers only use a fraction of what is available.

Understanding the full range of reports gives you a significant competitive advantage. You can identify trends before they become problems, optimize pricing based on actual data rather than gut feel, manage inventory proactively, and make informed decisions about advertising spend. This guide covers every major report type in Seller Central and explains how to use each one.

Business Reports

Business reports are found under Reports > Business Reports in Seller Central. They provide high-level sales and traffic data for your account and individual listings.

Sales Dashboard

The Sales Dashboard is the first thing most sellers check each day. It shows ordered product sales, ordered units, and average selling price for any date range you select. You can view data at the account level or broken down by ASIN or SKU.

Key metrics to watch include ordered product sales (the total dollar value of orders placed), shipped product sales (orders that actually shipped, which may differ from ordered sales due to cancellations), and units ordered versus units shipped.

The Sales Dashboard also shows year-over-year comparisons, which are invaluable for understanding growth trends and seasonality. If your sales are up 15 percent year over year, that is a healthy sign. If they are flat or declining while the market is growing, you need to investigate.

Detail Page Sales and Traffic Report

This is arguably the most important report in Seller Central. It shows, for each ASIN:

Sessions: The number of unique visitors to your product detail page.

Page Views: Total views including repeat visits from the same customer.

Buy Box Percentage: How often your offer was the featured offer when customers visited the page.

Unit Session Percentage: Your conversion rate, calculated as units ordered divided by sessions. This is the single most important metric for listing optimization.

Ordered Product Sales: Revenue generated by the ASIN.

To use this report effectively, review it weekly and look for changes in unit session percentage. A declining conversion rate often signals a new competitor, a price issue, or a listing quality problem. An increasing conversion rate after a listing optimization confirms that your changes are working.

Sales by ASIN Reports

These reports break down sales by parent and child ASINs, which is essential for understanding which variations drive the most revenue. If you sell a product in six colors, this report tells you that blue accounts for 40 percent of sales while orange accounts for 2 percent. Use this data to guide inventory planning and advertising allocation.

Inventory Reports

Inventory reports help you manage stock levels, avoid stockouts, and minimize storage costs. They are found under Reports > Fulfillment in Seller Central.

FBA Inventory Report

This real-time report shows every SKU in your FBA inventory along with its fulfillable quantity, inbound quantity, reserved quantity, and unfulfillable quantity. The reserved quantity is particularly important because it represents inventory that is set aside for pending orders, transfers between fulfillment centers, or customer service replacements.

Inventory Health Report

This report adds financial context to your inventory data. For each ASIN, it shows estimated monthly storage costs, sales rank, sell-through rate, and recommended actions. It also flags items approaching long-term storage fee thresholds.

Review this report monthly to identify slow-moving inventory. If an item's sell-through rate is below 1 (meaning you have more than 30 days of supply), consider running a promotion, lowering the price, or creating a removal order before long-term storage fees kick in.

Restock Inventory Report

Amazon's restock tool recommends when and how much to reorder based on your sales velocity, lead time, and current stock levels. The Restock Inventory Report provides this data in downloadable format.

While Amazon's recommendations are a useful starting point, they do not account for your specific supply chain constraints, upcoming promotions, or planned product changes. Use the report as one input into your restocking decisions, not as the final word.

Inventory Age Report

This report shows how long each unit has been in Amazon's fulfillment centers. Units older than 181 days start incurring aged inventory surcharges, and units older than 365 days face significantly higher fees. This report helps you identify and address aging inventory before fees eat into your profits.

Payment Reports

Payment reports provide detailed financial data about your account. They are found under Reports > Payments.

Settlement Report

Every two weeks, Amazon settles your account and sends a detailed settlement report. This report shows every transaction that occurred during the settlement period, including product charges, FBA fees, refund amounts, advertising costs, and adjustments.

The Settlement Report is your financial source of truth. Every dollar in and every dollar out is accounted for here. Download these reports regularly and archive them for bookkeeping and tax purposes.

Date Range Report

If you need financial data for a specific time period rather than a settlement cycle, the Date Range Report lets you pull transaction-level data for any custom range. This is useful for monthly profit calculations, quarter-over-quarter analysis, and reconciliation with your accounting software.

Transaction View

The Transaction View shows individual transactions in real time. It is useful for investigating specific orders or verifying that a particular fee was charged correctly.

Advertising Reports

Advertising reports are found in the Amazon Advertising console, which is separate from Seller Central but linked to your account.

Search Term Report

This is the most actionable advertising report. It shows every search term that triggered your ads, along with impressions, clicks, spend, sales, and ACoS for each term. Use it to identify high-performing search terms to add as exact match keywords and poorly performing terms to add as negative keywords.

Review this report weekly. A disciplined search term optimization process is one of the highest-ROI activities in Amazon advertising.

Targeting Report

Similar to the Search Term Report but organized by your targeting selections (keywords or product targets) rather than by customer search terms. This shows performance at the keyword or ASIN target level, helping you adjust bids and identify targets to pause or scale.

Placement Report

This report breaks down performance by ad placement: top of search, rest of search, and product detail pages. Top of search placements typically have the highest conversion rates but also the highest cost per click. Use this data to set placement bid adjustments in your campaigns.

Campaign Performance Report

A high-level summary of each campaign's performance over time. Use it for trend analysis to see how campaigns perform over weeks and months.

Budget Report

Shows how often your campaigns run out of daily budget. If a campaign consistently exhausts its budget early in the day, you may be missing sales during peak shopping hours. Increase the budget or adjust bid amounts to spread spend more evenly.

Return Reports

Return reports help you understand why products come back and identify quality or listing issues.

FBA Customer Returns Report

Found under Reports > Fulfillment, this report lists every returned item along with the return reason, item disposition (sellable, damaged, customer damaged, etc.), and return date.

Analyze return reasons by ASIN monthly. If a product has an unusually high return rate or a pattern of similar return reasons, it signals a product quality issue, listing accuracy problem, or packaging deficiency that needs attention.

Return Rate by ASIN

Calculate your return rate for each product by dividing returns by units sold. Amazon's average return rate varies by category, but typical benchmarks are 5 to 10 percent for clothing, 3 to 5 percent for electronics, and 1 to 3 percent for consumables. Products significantly above their category average need investigation.

Tax Reports

Tax Document Library

Amazon generates 1099-K forms for sellers meeting IRS thresholds. These are available in the Tax Document Library under Reports > Tax Documents.

Sales Tax Report

Shows the sales tax collected and remitted on your behalf for each order. This is essential for reconciling your sales tax obligations, especially if you sell in states where you have nexus but Amazon does not collect on your behalf.

Date Range Tax Report

Provides detailed transaction-level tax data for any date range. Useful for quarterly tax filings and annual tax preparation.

How to Automate Report Downloads

Manually downloading reports works when you check them occasionally, but for systematic analysis, automation saves significant time.

Scheduled Reports: Some Seller Central reports can be scheduled for automatic generation. Check the report settings for scheduling options.

SP-API Reports Endpoint: Amazon's Selling Partner API includes a Reports endpoint that lets you programmatically request and download any report type. This is how tools like SellerPilot AI automatically pull your data for analysis and profit calculations without requiring manual downloads.

Third-Party Integrations: Many accounting and analytics tools can connect to your Seller Central account and pull report data automatically. This is the easiest option for sellers who do not have developer resources.

Building a Report Review Routine

Rather than checking reports randomly, establish a regular review routine.

Daily: Glance at the Sales Dashboard for any sudden changes. Check the Advertising Budget Report for campaigns running out of budget.

Weekly: Review the Detail Page Sales and Traffic Report for conversion rate trends. Analyze the Search Term Report to optimize ad targeting. Check the Return Report for emerging patterns.

Biweekly: Review Settlement Reports and reconcile with your accounting records.

Monthly: Analyze the Inventory Health Report for slow movers and aging stock. Review the Inventory Age Report. Pull a Date Range Report for monthly profit calculation. Compare metrics year over year using the Sales Dashboard.

Quarterly: Deep-dive into category-level performance trends. Review advertising ROI across all campaigns. Assess inventory turn rates and adjust purchasing plans.

Key Takeaways

Seller Central reports contain all the data you need to run a profitable Amazon business. The challenge is not access but knowing which reports to prioritize and how often to review them. Start with the Detail Page Sales and Traffic Report for listing optimization, the Search Term Report for advertising efficiency, and the Settlement Report for financial accuracy. Build a regular review routine and add additional reports as your comfort level and catalog complexity grow. Sellers who make data-driven decisions consistently outperform those who rely on intuition alone.