Overview

Amazon Seller Central's Business Reports section provides sellers with a wealth of performance data, but the sheer number of metrics can be overwhelming. This glossary breaks down every key term found in your business reports, from sales figures and traffic stats to Buy Box metrics and customer feedback indicators. Understanding these definitions is essential for making data-driven decisions about pricing, inventory, advertising, and overall account health.

Key Points / What Sellers Need to Know

• Buy Box Percentage - This metric shows the percentage of page views where your listing featured the "Add to Cart" button. A rate below 100% means customers sometimes saw a competitor's offer, your item was out of stock, or the product wasn't eligible for one-click purchase.
• Ordered Product Sales - The total revenue from orders placed during a selected time period, calculated by multiplying item prices by units sold. This is your top-line sales figure before fees and returns.
• Session vs. Page View - A session represents one unique visitor's browsing activity, while page views count every individual page load. One session can generate multiple page views if a shopper views your listing more than once.
• Unit Session Percentage (Conversion Rate) - Calculated by dividing total units ordered by total sessions. This is effectively your conversion rate and is one of the most important metrics for evaluating listing performance.
• B2B Metrics - Many standard metrics have a B2B (Business-to-Business) counterpart that isolates performance data from Amazon Business customers specifically, helping sellers who participate in the B2B marketplace track that segment independently.

Sales and Order Metrics

The sales section of your business reports includes several interconnected metrics. Ordered Product Sales reflects total revenue calculated from item prices multiplied by units sold over your chosen date range. Average Sales Per Order Item divides your total ordered product sales by the number of order items, giving you a sense of your typical transaction value. goes one level deeper, dividing ordered product sales by total units to show the mean price per unit sold. divides units by orders to reveal how many units customers typically purchase per line item. Each of these metrics has a corresponding B2B variant that filters the calculation to include only Amazon Business customers, which is useful for sellers who serve both retail and wholesale buyers.