Overview

Amazon Seller Central provides a suite of business reports that give sellers detailed insights into their sales performance, traffic patterns, and customer behavior. These reports are a fundamental tool for any Professional seller looking to make data-driven decisions about their Amazon business. Understanding how to access, customize, and interpret these reports can help sellers identify growth opportunities and diagnose performance issues.

Key Points / What Sellers Need to Know

• Professional selling plan required — Business reports are only available to sellers on a Professional selling plan. Individual sellers do not have access to this feature, making it one of several reasons to consider upgrading if you're serious about growing your Amazon business.
• Up to two years of historical data — Amazon retains business report data for approximately two years, giving sellers a meaningful window to analyze trends, compare year-over-year performance, and identify seasonal patterns in their sales.
• Three main report categories — Reports are organized into three types: the Sales Dashboard for high-level overviews, reports broken down by date for time-based analysis, and reports organized by ASIN for product-level performance tracking.
• Customizable columns and metrics — Sellers can tailor most reports by adding or removing metrics through a column selector panel on the right side of the screen, allowing you to focus on the data points most relevant to your business goals.
• 24-hour data lag — Business reports are not real-time. There is a standard 24-hour delay before data appears, so sellers should account for this when making time-sensitive decisions.
• B2B reporting available — Sellers enrolled in the Amazon Business program can filter reports to view sales and traffic data specifically from business buyers, separating B2B activity from consumer purchases.

How to Access and Navigate Business Reports

To find business reports, navigate to the Reports tab within your Seller Central account. The available reports are listed in a left-side navigation bar, making it straightforward to switch between different report types. The Sales Dashboard serves as the primary landing page and provides a quick snapshot of your overall sales performance. From there, sellers can drill into more granular reports organized either by date range or by individual ASIN. The interface is designed to be self-service, though first-time users may need a few minutes to familiarize themselves with the layout and available options.