Tracking Performance with Amazon Seller Central Reports

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Success on Amazon depends on understanding your store’s performance and making data-driven decisions. Amazon Seller Central provides a range of powerful reports that allow sellers to track sales, analyse customer behaviour, monitor inventory, and measure advertising success. Learning how to interpret and use these reports effectively can make the difference between steady growth and missed opportunities.

This article explains how to use Amazon Seller Central reports to track your performance, what key metrics to monitor, and how to use the data to make smarter business decisions.

What Are Amazon Seller Central Reports

Amazon Seller Central reports are built-in analytics tools designed to give sellers insights into their business activity. They provide detailed information about orders, inventory levels, traffic, advertising performance, and payments.

By regularly reviewing these reports, you can identify best-selling products, spot underperforming listings, and optimise your pricing, advertising, and inventory management strategies.

Key Types of Reports in Amazon Seller Central

Amazon provides several types of reports depending on your account type and selling plan. Some of the most useful include:

Business Reports

Business reports show an overview of your sales performance and customer activity. You can view data on orders, units sold, conversion rates, and page views for each product.

Within Business Reports, key options include:

• Sales and Traffic by ASIN: Tracks how many people view your listings and how many convert into buyers.

• Detail Page Sales and Traffic: Helps identify which listings attract visitors but fail to convert, allowing you to improve content or pricing.

These reports are ideal for assessing product popularity and conversion trends.

Inventory Reports

Inventory reports provide data on your current stock, inbound shipments, and ageing inventory. For Fulfilment by Amazon (FBA) sellers, these reports are essential for avoiding storage fees and maintaining good inventory health.

You can track:

• Inventory levels and sell-through rates.

• Units in Amazon warehouses and pending restocks.

• Excess inventory that may need discounts or removal.

Monitoring these reports helps maintain balance between supply and demand, reducing costs and improving cash flow.

Advertising Reports

Advertising reports measure the effectiveness of your Amazon ads. They show which campaigns, keywords, and placements generate the most sales or clicks.

Important metrics include:

• Impressions and clicks (traffic data).

• Click-through rate (CTR).

• Advertising cost of sales (ACoS).

• Return on ad spend (ROAS).

Analysing this data allows you to adjust bids, reallocate budgets, and refine ad targeting for better ROI.

Payments and Settlement Reports

These reports track your revenue, fees, and disbursements. They show how much Amazon owes you after deducting commissions, fulfilment fees, and advertising costs.

Regularly reviewing these reports helps you ensure payments match your sales performance and that there are no discrepancies in Amazon’s accounting.

Performance Reports

Performance reports track account health metrics, including customer satisfaction, order defect rate (ODR), late shipment rate, and policy compliance.

Maintaining strong performance scores is critical to keeping your Amazon account in good standing. Poor performance can lead to warnings, suspensions, or loss of the Buy Box.

How to Access Reports in Seller Central

To view reports, log in to your Amazon Seller Central account and navigate to the “Reports” tab in the top menu. From there, you can choose specific sections such as Business Reports, Inventory Reports, or Payments.

You can:

• Download reports in CSV format for further analysis in Excel or Google Sheets.

• Schedule automated report deliveries to your email.

• Filter results by date range, product category, or fulfilment type.

Regularly exporting and comparing reports over time gives you a clear picture of your business growth and performance trends.

Key Metrics to Monitor

Tracking performance is not just about collecting data—it’s about identifying which numbers matter most. The following metrics provide a strong overview of your store’s health:

• Sessions: The number of unique visits to your product pages.

• Conversion Rate: The percentage of visitors who make a purchase.

• Units Ordered: Total items sold during a given period.

• Buy Box Percentage: How often your listings appear as the default “Buy Now” option.

• Refund Rate: The percentage of orders returned by customers.

• Account Health Metrics: Late shipments, order defects, and customer feedback scores.

Monitoring these KPIs helps you spot trends early and take corrective action before they impact sales.

Using Reports to Improve Performance

Optimise Product Listings

Use Business Reports to identify listings with high traffic but low conversion rates. This often indicates a need for better product descriptions, improved images, or competitive pricing.

Refine Advertising Campaigns

Advertising Reports help identify which ads are performing well and which are wasting budget. Focus spending on high-performing keywords and pause underperforming ones to improve profitability.

Manage Inventory Proactively

Inventory Reports show which products are selling fast and which are slow-moving. Restock popular items early and consider discounting or removing stagnant inventory to avoid storage fees.

Improve Customer Experience

Performance Reports highlight customer complaints, return reasons, and feedback trends. Use this information to improve packaging, delivery times, or customer communication.

Forecast and Plan Strategically

Comparing monthly or quarterly reports helps identify seasonal trends and future opportunities. You can use this insight to adjust marketing strategies, product ranges, or promotional schedules.

Common Mistakes to Avoid

• Ignoring reports for long periods and missing early warning signs of underperformance.

• Focusing on vanity metrics like impressions instead of profitability indicators like ACoS or conversion rate.

• Failing to act on insights—reports are only valuable if they lead to improvement.

• Not reconciling payment and inventory reports, which can cause accounting errors.

Best Practices for Analysing Reports

1. Check reports regularly. Set aside time each week to review performance data.

2. Automate reports. Schedule recurring emails so you never miss updates.

3. Compare periods. Look at week-over-week or month-over-month data to identify trends.

4. Visualise data. Use graphs or dashboards to make analysis faster and easier to interpret.

5. Take action. Use data insights to make tangible changes to your pricing, advertising, or operations.

Expert Advice from Lillian Purge

1. Use reports strategically. Don’t just collect data—use it to refine your sales and marketing decisions.

2. Integrate analytics. Combine Amazon reports with Google Analytics or CRM data for a full view of performance.

3. Focus on conversion. Traffic is valuable only if it leads to sales.

4. Watch account health. Staying compliant protects your store’s reputation and long-term stability.

5. Adapt constantly. Amazon’s marketplace is dynamic, so review and adjust your approach regularly.

Amazon Seller Central reports provide the insights you need to understand your store’s performance and make data-led decisions. By monitoring key metrics, responding to trends, and continuously optimising your listings and advertising, you can strengthen your business, increase sales, and stay competitive in a fast-moving marketplace.

We have also written in depth articles on How the Amazon A9 algorithm ranks products and Using A+ Content to boost Amazon product visibility as well as our Amazon Hub to give you further guidance.