Overview

Amazon has upgraded the Business Reports feature in Seller Central to include traffic and sales figures from its mobile shopping app. The change, effective immediately, gives sellers a complete view of customer activity across desktop browsers, mobile browsers, and the app—an essential insight as the app now drives a large share of purchases. Sellers who rely on accurate metrics for listing optimization, advertising, and pricing will see a clearer picture of performance.

Key Points

• App data now visible — Sessions, page views, and orders generated through the Amazon app appear alongside traditional web metrics in Business Reports.
• Full‑channel breakdown — Reports separate traffic into three channels: desktop browser, mobile browser, and mobile app, allowing side‑by‑side comparison.
• No new interface — The additional columns are embedded in the existing Sales and Traffic reports, so the familiar layout remains unchanged.
• Continuous capture — From the rollout date forward, every app interaction is logged, providing ongoing, up‑to‑date insights.
• Impact on conversion calculations — Inclusion of app sessions shifts conversion‑rate baselines, often revealing higher rates for products popular on mobile.

How the Updated Business Reports Work

1. Data aggregation — Amazon collects every customer touchpoint on the app—searches, product page views, and purchases—and merges these with desktop and mobile‑browser data. Example: A seller of Bluetooth speakers sees 8,500 app sessions added to the 4,200 desktop sessions already reported.
2. Report generation — When a seller opens the Sales or Traffic report, three new columns appear labeled “App Sessions,” “App Page Views,” and “App Units Ordered.” The figures are summed with the existing web columns to produce total values. Example: The total units ordered column now shows 1,200 units, combining 700 desktop orders, 300 mobile‑browser orders, and 200 app orders.
3. Export and analysis — Exported CSV files contain the new app‑related fields, enabling sellers to filter or pivot by channel in spreadsheet tools or BI platforms.