If you’re already selling on Amazon and have some experience under your belt, you know that data is everything. Whether you’re trying to increase profits, reduce returns, or just understand how your listings are performing, Amazon Seller Central reports can provide the insights you need.
But with so many different reports available, it can feel overwhelming to figure out which ones matter and how to use them. This guide will break down the key reports in Amazon Seller Central, show you how to access them, and explain how to actually use the data to grow your business.
Why Seller Central Reports Matter
Seller Central reports are your behind-the-scenes dashboard. They help you answer crucial questions like:
- Which products are performing best?
- Where are you losing money?
- Are customers happy, or are they returning your products?
- Is your inventory running low?
Instead of guessing, reports give you hard data to make informed decisions.
How to Access Reports in Seller Central
You’ll find most reports in the “Reports” tab at the top of your Amazon Seller Central dashboard. Some reports may also appear under “Performance” or “Inventory”, depending on what you’re looking for.
To access your reports:
- Log in to Amazon Seller Central
- Hover over or click on Reports
- Choose from options like:
- Business Reports
- Inventory Reports
- Payments
- Advertising Reports
- Return Reports
- Fulfillment by Amazon (FBA) Reports (if you use FBA)
Business Reports: Your Performance at a Glance
Think of Business Reports as your sales and traffic dashboard. This section gives you real-time and historical data about how your products are performing, which is perfect for identifying trends and making pricing or listing adjustments.
Let’s break down key reports under this section and what each number tells you:
Detail Page Sales and Traffic by ASIN
This is the goldmine report. For each product, you can see:
- Page views: How many people looked at the listing
- Sessions: Unique visits (very helpful)
- Buy Box percentage: How often you’re winning the Buy Box
- Units ordered: Obvious but essential
- Conversion rate: How many visits turn into purchases
Use it to:
- Identify low-converting listings and improve titles, images, or descriptions
- Spot high-traffic, low-sales ASINs, as these are usually a sign something’s off
- Track the impact of A/B testing or listing changes
Sales and Traffic by Date
This report shows daily sales across your entire account. It’s great for:
- Monitoring promotional periods
- Seeing the impact of ads or price changes
- Understanding seasonal trends
Inventory Reports: Staying Stocked and Organized
If you’re managing your own fulfillment or using FBA, inventory and proper restocking are top concerns. Amazon provides different inventory reports for different needs. Keep an eye on these:
Inventory Health Report
This report helps you stay on top of:
- Inventory levels
- Aging stock (units sitting too long in the warehouse)
- Stranded inventory (items with listing issues that are not sellable)
Use it to:
- Avoid long-term storage fees (FBA)
- Remove or discount aging inventory
- Keep listings active and healthy
Restock Inventory Report (FBA only)
Amazon recommends how much inventory to send to fulfillment centers and when. Use this report to:
- Plan restocking for high-demand items
- Avoid going out of stock
- Optimize storage costs
Payments Reports: Follow the Money
Tracking profits is a must for improving cash flow and protecting your bottom line. The Payments section helps you understand what Amazon is paying you and where your money is going. Take a closer look at these reports:
Statement View
This shows your current balance, next disbursement, and all associated fees, including:
- Amazon referral fees
- FBA fees
- Refund deductions
- Advertising charges
Use it to:
- Audit your Amazon payouts
- Track how much you actually earn after fees
- Identify unusual charges or spikes in costs
Transaction View
Breaks down every transaction, including orders, refunds, and fees. It’s a bit granular, but it’s great for:
- Troubleshooting payout discrepancies
- Tax documentation
- Profit and loss analysis
Advertising Reports: Understand Your Ad Spend
If you’re running Sponsored Products, Brands, or Display ads, you should be checking your Advertising Reports regularly. These are key reports for understanding your advertising spending and if you’re getting returns on it:
Campaign Performance Report
Covers metrics like:
- Impressions
- Click-through rate (CTR)
- Cost-per-click (CPC)
- Conversion rate
- Advertising cost of sales (ACoS)
Use it to:
- Spot underperforming campaigns
- Adjust keyword bids and targeting
- Pause wasteful ad spend
Search Term Report
This shows the exact search terms customers used before clicking your ad. This is extremely powerful.
Use it to:
- Discover high-converting keywords to add to listings
- Find irrelevant terms to add as negative keywords
- Optimize ad targeting and SEO
Returns Reports: Why Are Customers Sending Stuff Back?
Returns are unavoidable, but tracking patterns can help you reduce them. Look at these reports to get to the bottom of the problem:
FBA Customer Returns Report
This report lists returned items with return reason codes like:
- “Item not as described”
- “Arrived too late”
- “Defective or doesn’t work”
Use it to:
- Identify problematic listings
- Fix misleading descriptions or photos
- Spot quality control issues
Returns Performance Dashboard
The returns performance dashboard gives an overview of:
- Return rate by product
- Common return reasons
- Comparison to category averages
Use it to:
- Prioritize product improvements
- Avoid higher-than-average return rates, which can hurt your ranking
Fulfillment Reports: For FBA Sellers Only
If you’re using FBA, Amazon gives you a detailed look at how your inventory is moving in and out of their warehouses. Check these reports out:
FBA Inventory Report
This report shows all current inventory in Amazon’s fulfillment centers, including:
- Units available
- Units reserved (for pending orders or FC transfers)
- Units inbound
Use it to:
- Ensure you’re not going out of stock
- Plan inventory shipments
- Track inbound inventory progress
FBA Returns and Reimbursements Report
This report shows refunds Amazon issued to customers and what you’ve been reimbursed for.
Use it to:
- Catch missed reimbursements (yes, it happens!)
- Spot high refund ASINs
- Track lost or damaged inventory reimbursement
How to Download and Analyze Reports
Accessing and downloading your reports from Amazon Seller Central is fairly straightforward. Most reports can be:
- Viewed in your browser (limited interactivity)
- Downloaded as CSV files (for deeper analysis)
If you’re comfortable with Excel or Google Sheets, you can use filters, pivot tables, or charts to analyze:
- Daily trends
- Best/worst performers
- Monthly sales vs. advertising spend
- Profitability per ASIN
You can also schedule reports to be sent to your email regularly. This is handy if you’re working with a virtual assistant or bookkeeper.
Pro Tips to Get More From Your Amazon Seller Central Reports
Reports are only as valuable as what you do with them. You don’t have to be a data scientist to make smart, informed decisions, just consistent and strategic. Here are some tips to help you turn data into action, boost performance, and grow your Amazon business with confidence:
Compare Month-over-Month or Year-over-Year
Looking at a single snapshot of data can be helpful, but comparing it over time is where the real insights emerge. Month-over-Month (MoM) comparisons help you understand short-term trends, such as the impact of a recent ad campaign, a seasonal uptick, or the performance of a new product.
Meanwhile, Year-over-Year (YoY) analysis gives a bigger picture. You can see how this July compares to last July, revealing seasonal patterns or growth stagnation.
Here’s how to do it:
- Pull the “Sales and Traffic by Date” report for two different time periods (e.g., July 2025 vs. June 2025, or July 2025 vs. July 2024).
- Drop both reports into a spreadsheet and line them up to identify percentage changes in sessions, conversion rate, and units sold.
What to watch for:
- Sales surges or slumps
- Shifts in traffic volume
- New product lines gaining or losing traction
Segment by ASIN or SKU
Some products drive your revenue, others soak up inventory costs or generate returns. Segmenting by ASIN (Amazon Standard Identification Number) or SKU allows you to analyze product performance at a granular level.
Use this approach to:
- Identify your top-selling ASINs and focus your marketing or PPC efforts there.
- Spot underperforming SKUs that may need better images, more reviews, or even retirement.
- Compare conversion rates and return rates across products to detect quality or listing issues.
Tools to use:
- “Detail Page Sales and Traffic by ASIN”
- “FBA Returns Report”
- “Inventory Health Report”
Create a dashboard (in Excel or Google Sheets) where you track weekly or monthly performance by ASIN. Over time, this becomes a powerful growth tool.
Look for Outliers
Outliers are the canaries in your Amazon coal mine. A sudden spike in impressions, an unusual drop in Buy Box percentage, or a high refund rate might mean something changed, whether that’s good or bad. Here are examples of outliers you should investigate further:
- A product that normally gets 50 sessions a day suddenly gets 500. Did someone mention it on social media? Did an ad go viral?
- A listing that had a consistent 15% conversion rate now sits at 3%. Did you get a bad review
- One ASIN starts generating a higher-than-normal return rate. Does the product description need clarification?
Where to find them and what to do about them:
- Use conditional formatting in Excel to highlight unusual spikes/drops.
- Set thresholds or alerts for metrics like Buy Box %, return rate, or CTR.
- Investigate the “why” behind the change
- Adapt your strategy accordingly, whether that’s fixing a listing, adjusting a bid, or capitalizing on a trend
Update Your Listings
Reports are your roadmap to making your Amazon business more profitable. If your conversion rate is low but sessions are high, focus on improving:
- Product titles
- Main images
- Bullet points
- A+ Content (if available)
Not sure which option resonates best with your potential customers? Use Amazon’s A/B testing tools (Manage Your Experiments) to optimize and track what gets a warmer reception.
Use Your Data To Adjust Pricing
Use sales velocity and Buy Box percentage data to guide pricing strategy. You may need to lower prices to stay competitive, raise prices on top-sellers with high demand and low competition, or use dynamic repricing tools to automate this process based on data.
Optimize Advertising
Let ad reports show you where your money is best spent:
- Increase bids on keywords with high conversions
- Pause or reduce spend on low-ROI campaigns
- Expand targeting based on top-performing search terms
Fix Inventory Issues
Inventory reports can show you when you’re overstocked and at risk of storage fees, as well as when to restock to avoid lost sales. They will also show you if a listing is stranded or inactive due to compliance issues. Create a habit of reviewing these weekly so you can stay ahead of problems before they affect your performance.
Conclusion
Amazon Seller Central reports are for any seller who wants to grow smarter, not just bigger. By understanding what the numbers mean and how to interpret them, you can improve profitability and reduce costly mistakes. The key is consistency in checking your most important reports.
Checking your reviews is part of that process. If you’ve noticed a suspicious streak of irrelevant 1-star reviews or fake feedback, they may be non-compliant reviews pulling your ratings (and sales) down. TraceFuse can clean your review profile up by spotting these policy-violating reviews and reporting them to Amazon for immediate removal. Schedule a demo with us today to find out how we do this in a 100% white-hat, Amazon-compliant way!
