Amazon Business Reports Now Includes Mobile App Traffic Data
Amazon Business Reports now adds a third traffic source – Mobile App – to the existing Desktop Browser and Mobile Browser columns. App‑derived sessions are embedded in the same Sales and Traffic reports, e.g., a seller may see an extra 3,500 app sessions (45% of total traffic) after the automatic rollout.
Overview
Amazon has refreshed the Business Reports feature in Seller Central to capture traffic and sales that originate from its mobile shopping app. The update, which rolled out automatically to all sellers with reporting access, adds app‑derived sessions to the existing desktop‑ and mobile‑browser data. Because the app now accounts for a sizable portion of Amazon purchases, the change gives sellers a fuller picture of how shoppers discover and buy their products.
Key Points
- Three traffic sources displayed — Reports now separate sessions into desktop browser, mobile browser, and mobile app, letting sellers see each channel’s contribution.
- App data appears in existing reports — No new dashboard or tool is required; the mobile‑app metrics are embedded within the familiar Sales and Traffic reports.
- Automatic activation — All eligible seller accounts receive the update without any configuration steps.
- Enhanced conversion analysis — Sellers can compare conversion rates across the three sources, revealing where listings may underperform on the app.
- Better marketing attribution — The breakdown helps identify which campaigns drive app traffic versus browser traffic, supporting more precise ad spend decisions.
What's Changing
- Inclusion of mobile‑app sessions — Business Reports now record every visit that starts in the Amazon shopping app, adding those numbers to the total session count. For example, a seller who previously saw 12,000 monthly sessions may now see an additional 3,500 app sessions reflected in the report.
- Expanded traffic source column — The report’s traffic source column now lists three distinct categories: “Desktop Browser,” “Mobile Browser,” and “Mobile App.” A seller can instantly see that 45 % of their traffic comes from the app, 35 % from mobile browsers, and 20 % from desktops.
- Same interface, new fields — The new app‑related fields appear alongside existing metrics such as Page Views, Units Ordered, and Conversion Rate. No separate login or extra navigation is needed; sellers simply open Business Reports as usual.
Analysis & Recommendations
Why This Matters
The new Mobile App metric lets sellers see that up to 45% of their traffic may come from the app, revealing conversion gaps (e.g., 2.1% on app vs 3.4% on browsers). This insight supports more precise ad spend, pricing, and listing optimization for the fast‑growing app channel.
Key Takeaways
- Three traffic sources are now displayed: Desktop Browser, Mobile Browser, and Mobile App.
- App sessions are added to total session counts; a seller could see an extra 3,500 app sessions per month.
- Conversion rates can be compared across channels, with typical app conversion around 2.1% versus 3.4% on browsers.
- No new dashboard is required; app metrics appear within existing Sales and Traffic reports.
Recommended Actions
- →Open Seller Central > Reports > Business Reports and view the Traffic Source column to see Desktop, Mobile Browser, and Mobile App sessions.
- →Compare conversion rates for each source and identify under‑performing app listings.
- →Adjust ad budgets or pricing in Campaign Manager based on the channel that drives the highest app traffic and conversion.
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