Overview

Amazon Seller Central offers Professional sellers a suite of business reports designed to provide visibility into sales performance, traffic patterns, and customer behavior. These reports are accessible from the Reports section of Seller Central and are essential tools for data-driven decision-making. Understanding which report to use — and what each one measures — can help sellers optimize listings, identify trends, and grow revenue.

Key Points / What Sellers Need to Know

• Professional plan required — Business reports are only available to sellers subscribed to Amazon's Professional selling plan. Individual sellers do not have access to these analytics.
• Multiple report categories — Reports are organized into several types including Sales Dashboard, Detail Page Sales and Traffic, and By ASIN reports, each offering different levels of granularity.
• Traffic and conversion data — Sellers can track page views (sessions), the buy box percentage, and unit session percentage (conversion rate) to gauge listing performance.
• Date range flexibility — Most reports allow custom date ranges, enabling sellers to compare performance across specific periods such as promotions, seasonal peaks, or year-over-year.
• Downloadable for analysis — Reports can be exported as CSV or TSV files for deeper analysis in spreadsheets or business intelligence tools.

Report Types Explained

Seller Central business reports fall into several distinct categories. The Sales Dashboard provides a high-level overview of ordered product sales, units ordered, and average sales per order over selectable time periods. It is the quickest way to check overall business health at a glance. The Detail Page Sales and Traffic by Parent Item and by Child Item reports break performance down to individual ASINs, showing sessions, page views, buy box percentage, and units ordered. These are particularly valuable for sellers with variations, as they reveal which child ASINs drive the most traffic and conversions. The By Date reports aggregate traffic and sales data by calendar date rather than by product, helping sellers identify daily and weekly trends across their entire catalog.