Amazon Seller Central Reports: A Complete Guide to Every Report Type

Published: February 27, 2017
Last updated: May 07, 2026

Amazon Seller Central reports are data exports and dashboards covering sales performance, inventory health, advertising effectiveness, customer behavior, and financial activity. Seller Central’s Reports section contains over 50 distinct report types across six main categories: Business Reports, Fulfillment, Payments, Advertising, Brand Analytics, and Order Reports.

Most sellers use two or three of these regularly and ignore the rest. That’s a mistake - but not for the reasons you’d expect. The issue isn’t missing dashboards. The issue is that the reports you’re already looking at are probably telling you the wrong thing. The Sales Dashboard is what sellers show their boss. The Sales & Traffic by ASIN report is what they use when they’re actually trying to fix something - and most sellers don’t pull it nearly enough.

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Table of Contents

1. Business Reports: Where Performance Analysis Starts
2. Fulfillment Reports: FBA Inventory, Fees, and Reimbursements
3. Payments Reports: Where Most Fee Errors Hide
4. Order Reports: Operational Visibility
5. Advertising Reports: Search Terms You Should Be Mining Weekly
6. Brand Analytics: Marketplace Intelligence Most Sellers Can’t Access
7. Which Reports Actually Move the Needle
8. FAQ

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Business Reports: Where Performance Analysis Starts

The most important report in Seller Central isn’t on the Business Reports landing page - it’s one click deeper. The Sales Dashboard (Reports → Business Reports) spots anomalies but doesn’t diagnose them. If revenue dropped 20% last Tuesday, the Sales Dashboard confirms it. It doesn’t explain it.

For the explanation, you need Sales & Traffic by ASIN (formally “Detail Page Sales and Traffic by Child ASIN”). It shows, for every active ASIN:

Metric	What It Tells You
Sessions	Unique visitors (24-hour window)
Page Views	Total views including repeat visits
Buy Box %	How often your listing won the featured offer
Unit Session %	Conversion rate (units ordered ÷ sessions)
Ordered Product Sales	Revenue from units ordered in the period

The unit session percentage is where most sellers find their real problem. Across categories, industry estimates put typical rates between 10-15% - though apparel tends to run higher than electronics, and seasonal spikes distort monthly reads. If your ASIN is at 3%, you have a listing problem: pricing, images, copy, or reviews. If unit session percentage is healthy but sessions are low, you have a traffic problem. These are fundamentally different fixes, and only Sales & Traffic by ASIN separates them cleanly.

Two other Business Reports worth checking regularly: the Parent ASIN Report (aggregates child ASIN data to the variation level - useful when you have multiple sizes or colors) and Seller Performance (order defect rate, late shipment rate, cancellation rate - see Order Defect Rate for thresholds).

As of 2025, Amazon added a B2B/B2C filter to Business Reports. If you’re enrolled in Amazon Business, B2B orders often show different average order values and conversion patterns than consumer traffic - this filter separates the two.

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Fulfillment Reports: FBA Inventory, Fees, and Reimbursements

For FBA sellers, the Fulfillment reports section (Reports → Fulfillment) is where your cost structure lives - and where most sellers leave money unclaimed. Amazon’s automated reconciliation is good enough that most sellers trust it completely. That trust is exactly why manual checks routinely turn up unclaimed credits for high-volume sellers.

Start with these five, in order of what they’ll cost you if you ignore them:

• Inventory Ledger - Every inventory movement: received, sold, returned, removed, disposed. Use this for monthly reconciliation and to catch processing errors.
• Stranded Inventory - Units that can’t be sold due to listing errors. If you’re not monitoring this, you’re paying storage fees on stock that generates zero revenue. The Manage Inventory guide covers how to resolve stranded listings.
• Inventory Health / Inventory Age - Amazon charges tiered fees on inventory aged 181-365 days and 365+ days. If storage fees over 90 days exceed the product’s net margin, remove it. The Recommended Removal Report shows which units Amazon recommends removing.
• Customer Returns - Every FBA return by ASIN: quantity, return reason, disposition. A return rate above 8-10% on a specific ASIN is a general flag worth investigating before it becomes an account health issue.
• Reimbursements - Pull this last, but don’t skip it. When Amazon loses or damages your inventory, they owe you a credit. The automated system catches most cases, not all. Cross-reference monthly against your Inventory Ledger.

Your Inventory Performance Index (IPI) - a composite of sell-through rate, excess inventory, stranded inventory, and in-stock rate - directly affects whether Amazon caps your storage capacity. Sellers below 400 get restricted. The exact weighting Amazon gives each factor isn’t published; the 400 threshold is confirmed, but the formula is opaque. The Inventory Health Report goes deeper on how to interpret and improve your IPI.

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Payments Reports: Where Most Fee Errors Hide

Most sellers never check this section - and that’s where the errors accumulate. Under Reports → Payments, the Date Range Transaction Report gives you every financial line item: product sales, fees, refunds, adjustments, for any date range.

The anomaly worth looking for is the referral fee percentage by ASIN. Referral fees vary by category, and ASIN miscategorization quietly overcharges you for months. At a $20 product, the difference between a 6% and a 12% referral fee is $1.20 per unit - across 5,000 units/month that’s $6,000 per year in preventable overcharges. The Transaction Report is where that discrepancy shows up as a line item. The Payment Transaction Report and Settlement Report articles cover reconciliation in detail.

The Date Range Summary gives high-level totals by category - useful for monthly P&L reconciliation. In early 2026, Amazon updated both reports to better align with 1099-K reporting. If you’re reconciling with accounting software and seeing discrepancies, re-pull your Q1 2026 data; the format changed.

The Tax Document Library (also under Payments) has your 1099-K - issued if you processed $600 or more in gross annual sales - along with state tax collection reports and VAT invoices for EU marketplaces.

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Order Reports: Operational Visibility

To pull all orders for any date range, go to Orders → Order Reports - this section sits outside the main Reports menu. The Order History Report is a downloadable CSV with order ID, purchase date, ASIN, SKU, quantity, ship-to address, fulfillment channel, and order status.

To generate one: 1. Go to Orders → Order Reports in Seller Central 2. Select report type (New, Unshipped, or scheduled returns) 3. Set your date range 4. Click Request Report - processing typically takes a few minutes 5. Download the CSV when status shows “Download”

The file opens natively in Excel or Google Sheets. Feedvisor’s guide on how to read an Amazon report covers what each field column means.

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Advertising Reports: Search Terms You Should Be Mining Weekly

Most sellers pull their Search Term Report quarterly. That’s a keyword mining gap that compounds weekly. Under Advertising → Campaign Manager → Reports, this report shows which customer queries triggered your ads - and it’s the closest thing Amazon gives you to visibility into what terms are converting on the platform. Every query that triggered your ad and led to a purchase shows up here.

Low-ACoS terms get promoted to exact match with higher bids. High-click, zero-purchase terms get negative-matched. Run Sponsored Products across more than 20 ASINs and check this less than weekly, you’re almost certainly funding irrelevant searches.

The Campaign Performance Report gives impressions, clicks, spend, sales, and ACoS by campaign. Any campaign above your target ACoS without a strategic reason - brand defense, new product launch - is burning margin. The Amazon Advertising FAQ covers ACoS benchmarks.

The Purchased Product Report shows what shoppers bought after clicking your ad versus what you advertised. If customers consistently click Product A but buy Product B, that’s a catalog navigation signal - and a cross-sell opportunity.

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Brand Analytics: Marketplace Intelligence Most Sellers Can’t Access

If you’re brand-registered and not checking Search Query Performance, you’re doing competitive research the hard way. Under Brands → Brand Analytics (requires Amazon Brand Registry), these reports give you marketplace-level data that competitors without Brand Registry can’t see: impression share, search trends, demographic breakdowns, purchase patterns.

The Search Query Performance dashboard separates “where you rank” from “where you’re converting” - impression share, click share, and purchase share by search term. The gap between the two is usually the most actionable number here.

Repeat Purchase Behavior changes your advertising math. If 40% of your buyers repurchase, a higher initial ACoS may be justified - you’re acquiring a customer, not just making a sale.

Also worth checking quarterly: Market Basket Analysis (products frequently bought alongside yours - your cross-sell map) and Top Search Terms (Amazon’s own category intelligence on what customers actually search for and click).

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Which Reports Actually Move the Needle

A practical reporting cadence:

Cadence	Reports to Pull
Weekly	Sales & Traffic by Child ASIN, Advertising Search Term Report, Stranded Inventory
Monthly	Customer Returns, Inventory Ledger, Reimbursements, Date Range Transaction Report
Quarterly	Brand Analytics (if registered), Long-Term Storage report

The Sales Dashboard is where sellers spend the most time. It’s also the report that tells you the least about what to do next. The Stranded Inventory and Customer Returns reports are both tedious to look at and routinely actionable. That’s the pattern in Seller Central: the most useful reports are the least glamorous.

Feedvisor’s advertising and repricing platform surfaces data across all report categories in one view, flags anomalies automatically, and connects reporting to action - price adjustments, bid changes, inventory decisions. See how it works.

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FAQ

What is an Amazon Seller Central report? Amazon Seller Central reports are downloadable data exports and dashboards covering sales, inventory, advertising, payments, and customer behavior. There are over 50 report types across six main categories, accessible via the Reports section in the left-side navigation.

How do I access the Reports section in Seller Central? Navigate to the Reports section in the left-side menu. Sub-sections include Business Reports, Fulfillment (FBA sellers only), Payments, and Tax Document Library. Advertising reports live under Advertising → Campaign Manager → Reports. Brand Analytics requires Brand Registry enrollment and appears under the Brands menu. Note that Order Reports live under the Orders menu, not the Reports section.

What is the most important Amazon Seller Central report? For most sellers: Detail Page Sales and Traffic by Child ASIN (Business Reports). It separates conversion problems from traffic problems at the ASIN level - which determines whether you fix your listing or your ads.

How do I download an order history report? Go to Orders → Order Reports (not the Reports menu - Orders), select report type and date range, click Request Report, and download the CSV once processed (a few minutes). The file opens natively in Excel or Google Sheets.

What is the Inventory Performance Index (IPI)? A composite score (0-1000) measuring FBA inventory efficiency: sell-through rate, excess inventory, stranded inventory, and in-stock rate. Sellers below 400 face storage limits. Amazon hasn’t published the exact formula - watch the composite score in your dashboard rather than trying to engineer individual metrics in isolation.

Do I need Brand Registry to access all reports? No. Business, Fulfillment, Payments, and Order Reports are available to all sellers. Advertising Reports require an active Professional plan with live campaigns. Brand Analytics requires Brand Registry enrollment.