The Ultimate 2023 Guide to Amazon Seller Reports


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Are you an Amazon seller looking to boost your sales and improve your business performance? Look no further than Amazon’s powerful suite of seller reports. These reports provide valuable insights into everything from product performance to customer experience, helping you make data-driven decisions that drive growth. But with so many different types of reports available, it can be overwhelming knowing where to start. That’s why we’ve put together the ultimate guide to Amazon Seller Reports for 2023. In this comprehensive post, we’ll take a deep dive into the various types of reports available, how to access them, and most importantly – how to use them effectively for maximum impact on your business!


Why Are Amazon Reports Important?


Amazon reports are a crucial tool for any seller looking to optimize their sales strategies and boost their revenue. These reports provide valuable insights into various aspects of your business, including product performance, fees, inventory, and customer experience.

Product performance is one of the most critical metrics to track in Amazon reports. By analyzing this data, you can identify which products are selling well and which ones need improvement. This information allows you to tweak your product listings or adjust pricing to maximize sales.

Fees are another essential factor that Amazon sellers must keep an eye on. Understanding the different types of fees charged by Amazon can help you make informed decisions about pricing and profitability.

Inventory management is also a key area where Amazon reports come in handy. By monitoring inventory levels closely, sellers can ensure they have enough stock available to meet demand while avoiding overstocking or understocking issues.

Customer experience and order defect rate (ODR) are two vital metrics that indicate how satisfied customers are with your products and service. Sellers must maintain low ODR rates as high rates could result in account suspension or removal from the platform altogether.

Amazon reports offer valuable insights into every aspect of a seller’s business operations. With careful analysis and interpretation of these data points, sellers can fine-tune their strategies for optimal success on the platform.


What Are the Types of Amazon Reports?


amazon reports


Amazon provides different types of reports that help Amazon sellers to monitor their performance, analyze customer behavior, and manage inventory. These reports provide valuable insights into various aspects of selling on Amazon.

Seller Central Reports are available in the seller’s account dashboard and include information about sales, orders, listings, and payments. Business Reports provide more detailed information about Seller Central Reports including pending orders, refunds or returns requested by customers.

Amazon Search Terms report provides keyword data for organic search terms used by shoppers on Item Comparison and Alternative Purchase Behavior Report shows which products are being compared with yours along with alternate product suggestions made to buyers.

Seller Reports summarize a seller’s historical transactions over a specified period broken down by month or day. Business Reports offer additional metrics such as units sold per week/month/year alongside gross revenue generated through sales during specific periods.

Sales reports provide details regarding the number of items sold within certain time frames while Inventory reports display inventory levels from FBA warehouses.

Pricing Reports show pricing history for each SKU whereas FBA (Fulfillment By Amazon) Report displays fees associated with fulfillment services provided by Amazon’s warehouse network. Repeat purchase behavior is also tracked via Market Basket Analysis Report which highlights which items were purchased together frequently in one order providing insight into cross-selling opportunities on an individual product level


Seller Central Reports


Seller Central Reports are one of the most important types of Amazon reports available to sellers. These reports provide a detailed analysis of your account’s performance over time, giving you valuable insights into how your business is performing and where you can make improvements.

One key benefit of Seller Central Reports is that they allow you to track sales trends by SKU, ASIN or product category. This information can help you identify which products are selling well and which ones need more attention. You can also use this data to adjust pricing strategies or create new promotions for certain products.

Another advantage of Seller Central Reports is that they provide an overview of customer feedback, including reviews and ratings. By monitoring this data, sellers can quickly respond to any negative feedback or complaints from customers, helping them improve their overall reputation on the platform.

Additionally, with Seller Central Reports, sellers have access to various metrics such as page views and conversion rates for each product listing. These metrics enable sellers to optimize their listings based on what works best in terms of attracting potential buyers.

If used correctly – Seller Central Reports should be an essential part of any Amazon seller’s toolkit providing valuable insights needed for making informed decisions about growing a successful online business on the platform.


Business Reports


Business Reports are a crucial tool for Amazon sellers to evaluate their business’s overall performance. These reports provide an in-depth analysis of sales and profits, as well as key metrics like conversion rates, traffic sources, and customer behavior.

One essential aspect of Business Reports is the ability to track your advertising campaigns’ effectiveness through metrics such as cost-per-click (CPC) and return on ad spend (ROAS). This information can help you optimize your campaigns to maximize revenue while minimizing costs.

Another critical use of Business Reports is identifying trends in customer behavior. By tracking customer demographics, purchase history, and order frequency, sellers can better understand their target audience’s preferences and tailor their marketing strategies accordingly.

Moreover, Business Reports enable sellers to monitor inventory levels closely by analyzing stock turnover rates and predicting future demand based on historical data. This helps prevent overstocking or understocking products that could hurt profitability.

Utilizing Business Reports can significantly impact your Amazon selling success by providing valuable insights into various aspects of your business operations. Sellers who take advantage of this tool have a competitive advantage when it comes to making informed decisions that drive growth and increase revenue.


Amazon Search Terms


Amazon Search Terms are crucial in determining how customers find your product listings. These reports provide you with valuable information on the search terms that lead to clicks, impressions, and sales of your products.

One important aspect of Amazon Search Terms is the ability to optimize your listing’s keywords. By analyzing these reports, you can identify which search terms are most effective in driving traffic and sales for your products.

Moreover, Amazon Search Term reports also give insights into relevant keywords that you may have missed when creating product listings. You can use this data to refine existing listings or create new ones optimized for these high-performing keywords.

Another useful feature of Amazon Search Term Reports is identifying negative keywords. Negative keyword targeting helps improve ad performance by excluding irrelevant searches from triggering ads while increasing overall conversion rates.

Monitoring and optimizing Amazon Search Terms is an essential part of any successful seller strategy on the platform. By leveraging this data effectively, sellers can make informed decisions about their product offerings and marketing campaigns to maximize revenue potential.


Item Comparison and Alternative Purchase Behavior


Item Comparison and Alternative Purchase Behavior is a type of Amazon Seller Report that provides valuable insights into how customers compare products and search for alternatives. By analyzing this report, you can identify which products are being compared to yours and understand why some customers choose alternative options.

This report allows you to see the top five items that were compared with your product along with the percentage of customers who considered those items as an alternative purchase. You can use this information to evaluate your pricing strategy or improve your product listing by highlighting unique features that set it apart from similar products.

Furthermore, understanding customer behavior towards alternate purchases helps you create better advertising campaigns by utilizing targeted keywords in ads. This way, when potential buyers look for similar products on Amazon, they are more likely to come across your ad.

The Item Comparison and Alternative Purchase Behavior report provides key data points that help sellers make informed decisions about their pricing strategy, marketing tactics, inventory management and overall business growth on Amazon.


Seller Reports


Seller Reports are one of the most important types of Amazon reports available to sellers. These reports provide a detailed overview of your business performance and can help you identify areas for improvement.

One type of Seller Report is the Sales Summary report, which provides an in-depth look at total sales revenue, units sold, and average selling price by SKU. This information can be used to analyze product performance and make informed decisions about inventory management.

Another type of Seller Report is the Traffic Summary report, which provides insights into customer behavior such as page views, clicks, and conversion rates. This data can help sellers optimize their listings to improve visibility and sales.

The Order Detail report is another useful tool that allows sellers to view individual order information such as shipping status and payment details. This information can be used to track fulfillment metrics and manage cash flow.

Seller Reports also include data on returns, refunds, chargebacks, and other financial transactions related to your business account. By monitoring these metrics regularly, sellers can identify patterns or issues that may impact profitability or customer satisfaction.

Seller Reports are essential tools for any Amazon seller looking to optimize their business operations and maximize profits on the platform.


amazon reports


Business Reports


Business Reports are a type of Amazon Seller Report that helps sellers understand their business’s overall performance. These reports provide valuable insights into the key metrics that drive sales, including revenue, profit margins, and return on investment.

One of the most critical pieces of information included in Business Reports is the breakdown of total sales by product category. This data can help sellers identify which products are performing well and where they may need to focus their marketing efforts.

Business Reports also provide detailed information about customer behavior, such as repeat purchase rates and average order value. By analyzing these metrics, sellers can develop more effective strategies for retaining customers and increasing sales.

Another key feature of Business Reports is inventory management data. Sellers can use this information to track stock levels and ensure they have enough inventory on hand to meet demand without overstocking or wasting money on excess inventory.

Ultimately, Business Reports offer an invaluable tool for Amazon sellers looking to grow their businesses by providing actionable insights into key areas like sales performance, customer behavior, and inventory management.


Sales Reports


Sales Reports are one of the most crucial types of Amazon Seller Reports that provide valuable insights into your sales performance. These reports allow you to track your sales volume, revenue, and other key metrics related to the products you sell on Amazon.

The Sales Report provides a comprehensive breakdown of all your product sales over a specific period. It includes information such as total units sold, gross revenue generated from each sale, shipping fees, taxes and refunds.

When analyzing your Sales Report data, it’s essential to look beyond the numbers and determine what factors contributed to changes in sales volume or revenue. For example, did you launch any new products during this time frame? Did you run any promotions or marketing campaigns?

By identifying these contributing factors through a thorough analysis of your Sales Reports data can help inform future decisions about which products to continue selling on Amazon and which ones may need more attention or adjustments.

Analyzing Sales Reports is critical for understanding how well your business performs on Amazon. By keeping an eye on these metrics regularly, sellers can make informed decisions that improve their bottom line.


Inventory Reports


Inventory Reports are crucial for Amazon sellers as they provide valuable insights into their stock levels and help to optimize inventory management. These reports allow sellers to track their inventory performance, identify which products are selling well, and make informed decisions about restocking.

One of the most important metrics that Inventory Reports provide is the “Inventory Health” status, which indicates whether a seller’s items have sufficient stock levels or not. This helps in avoiding potential stockouts or overstocking situations that can negatively impact sales.

Another critical metric provided by these reports is the “Days of Stock” calculation, which shows how long a seller’s current inventory will last based on their average daily sales rate. By analyzing this data, sellers can ensure they have enough inventory on hand to meet demand without tying up excess cash in unsold products.

Moreover, Inventory Reports also allow sellers to monitor their FBA (Fulfillment by Amazon) inventory performance and keep track of any stranded or unfulfillable units that need attention. Sellers who use FBA should regularly examine these reports to ensure their products remain eligible for Prime shipping and maintain high customer satisfaction rates.

Amazon Inventory Reports provide essential data that enables sellers to optimize their product offerings efficiently. By keeping an eye on key metrics like Days of Stock and Inventory Health Status, sellers can avoid costly mistakes while ensuring maximum profitability for their business.


Pricing Reports


As an Amazon seller, one of the most important aspects of your business is setting the right prices for your products. This is where pricing reports come into play.

Pricing reports provide valuable insights into how your products are performing in terms of price competitiveness and how they fare against similar products on the market. It allows you to see if your prices are too high or too low compared to other sellers selling similar items.

The report also shows you how often customers view and purchase your product at different price points. This can help you make informed decisions about adjusting prices to increase sales while maintaining profitability.

Moreover, pricing reports can give you a better understanding of customer behavior towards different pricing strategies. You can test out different price points and analyze which ones generate higher conversion rates, leading to more revenue for your business.

Utilizing pricing reports can assist in optimizing profits by helping sellers set competitive prices that appeal to customers’ buying behaviors while maximizing profit margins.


FBA Reports


Fulfillment by Amazon (FBA) is a program that allows sellers to store their products in Amazon’s fulfillment centers. When a customer places an order, Amazon picks, packs and ships the product on behalf of the seller. FBA Reports are essential for those who use this program.

One of the most important FBA reports is the Inventory Health Report. This report provides information about your inventory levels and how quickly items are selling. It also shows which products need to be restocked or removed from inventory altogether.

Another useful report is the Inbound Performance Report, which helps you track shipments to Amazon’s warehouses. With this report, you can see if there are any delays or issues with your shipments and take necessary actions.

The FBA Customer Shipment Sales Report shows sales data broken down by each shipment sent to customers through FBA. You can use this information to make informed decisions about pricing, marketing strategies and more.

The FBA Fee Preview Report gives you an estimate of fees associated with your products before they go live on Amazon. This way you can adjust prices accordingly and avoid any surprises once a sale is made.

Utilizing FBA Reports will help streamline your business operations and keep everything organized when using Fulfillment by Amazon.


Amazon Search Terms


Amazon Search Terms are an essential part of Amazon Seller Reports. These reports provide valuable insights into how customers search for products on Amazon and the keywords they use to find them.

By analyzing these search terms, sellers can optimize their product listings with relevant keywords that will help increase visibility and sales. The Amazon Search Terms report shows which search terms were used by shoppers to find your product in organic searches.

This report also provides insight into which keywords drive the most traffic to your product listing pages. Sellers can then use this data to improve their SEO strategy and make better-informed decisions about keyword optimization.

It is important for sellers to regularly analyze their Amazon Search Terms report since it changes over time as shopper behavior evolves. By staying up-to-date with customer search patterns, sellers can stay ahead of competitors and stay relevant in a highly competitive marketplace.

Leveraging the power of Amazon Search Terms can help improve a seller’s overall performance on the platform by focusing on what matters: improving customer experience through optimized listings that drive more traffic and conversions.


Repeat Purchase Behavior


Repeat purchase behavior is a crucial metric for any Amazon seller to monitor. It measures how many customers return to buy from your store again after their initial purchase. This metric can help you gauge customer loyalty and identify areas where you need to improve.

There are several ways to analyze repeat purchase behavior in Amazon reports, including monitoring the percentage of orders that come from returning customers, tracking the time between purchases, and examining the average number of orders per customer.

One way to encourage repeat purchases is by providing exceptional customer service. Responding quickly and professionally to inquiries or issues can make a positive impression on buyers and increase their likelihood of returning.

Another effective strategy is implementing loyalty programs or offering discounts for return customers. By incentivizing future purchases, you have a better chance of retaining customers over time.

Ultimately, understanding repeat purchase behavior through Amazon Seller Reports can help drive sales growth and establish long-term success as an online retailer.


Market Basket Analysis


Market Basket Analysis is a powerful tool for Amazon sellers to understand the buying patterns of their customers. It reveals which products are often purchased together, providing insight into what consumers may want or need in combination with a particular item.

To perform Market Basket Analysis, Amazon seller reports can be used to identify items that are commonly purchased at the same time as the one being analyzed. This information allows sellers to adjust product bundling strategies and optimize promotions to better target buyer preferences.

Market Basket Analysis also helps maximize cross-selling opportunities by identifying complementary products that can be offered alongside an initial purchase. By tailoring offerings based on customer behavior, Amazon sellers have a greater chance of increasing sales and revenue while enhancing overall customer satisfaction.

Market Basket Analysis is an essential component in any effective e-commerce strategy. By leveraging this technique through Amazon seller reports, businesses can gain valuable insights into consumer behavior and make informed decisions about how best to tailor their product offerings and marketing efforts for maximum success.


Item Comparison and Alternate Purchase Behavior


One of the most important aspects of selling on Amazon is understanding how customers make purchasing decisions. This is where item comparison and alternate purchase behavior reports come in.

By analyzing these reports, sellers can gain valuable insights into what products their customers are comparing theirs to and which ones they ultimately choose instead. This information is crucial for optimizing product listings, pricing strategies, and marketing efforts.

The item comparison report shows which ASINs (Amazon Standard Identification Numbers) customers viewed alongside a seller’s product within a specified time-frame. The alternate purchase behavior report shows which ASINs were purchased instead of the seller’s product after viewing it.

These reports can help sellers identify areas for improvement such as adjusting prices or improving listing content to better highlight unique features that differentiate their products from competitors.

Utilizing these reports can lead to increased sales and improved customer satisfaction by providing valuable insights into customer behavior and preferences.


How Do You Access Amazon Seller Reports?


amazon reports


Accessing Amazon Seller Reports is quite straightforward. All you need to do is log in to your Amazon Seller Central account and click on the ‘Reports’ tab. From there, you’ll have access to a wide range of reports that can help you better understand various aspects of your business performance.

Once you’re on the Reports page, select the type of report that you want to view from the dropdown menu or use the search bar. You can also customize certain reports by choosing specific date ranges, selecting products or categories, and even applying filters like country or marketplace.

It’s important to note that some types of reports may require additional permissions before they become available for viewing. For instance, if you want to access financial data like transactional information and fees charged by Amazon, then make sure that permission has been granted.

Accessing Amazon Seller Reports provides valuable insights into different areas of your business performance. Make sure that you take advantage of these tools regularly so that you can stay informed about key metrics like sales trends, customer feedback and inventory management among others.


How to Read and Analyze Amazon Seller Reports?


Reading and analyzing Amazon Seller reports can be overwhelming for new sellers. However, by understanding the key metrics and data points that matter most to your business, you can gain valuable insights into your performance on the platform.

The first step in reading and analyzing Amazon Seller Reports is to identify which report best suits your needs. For example, if you want to track sales trends over time, then Sales Reports would be a great place to start.

Once you’ve identified the right report, it’s important to pay attention to the data points that are most relevant to your business goals. This may include metrics like total revenue or profit margins for individual products.

Another key factor in reading and analyzing Amazon Seller Reports is context. It’s important not only to understand what the numbers mean but also how they relate back to other aspects of your business such as marketing campaigns or inventory management strategies.

When interpreting any data from these reports make sure that you consider external factors as well like seasonal fluctuations or major industry changes.

By taking these steps and staying focused on what matters most for your specific goals as an Amazon seller will help ensure that each report provides meaningful insights into driving growth on this marketplace!




Amazon seller reports are essential tools for any business operating on the platform. They provide valuable insights into product performance, fees, inventory management, and customer experience. With a better understanding of these metrics, sellers can make data-driven decisions to improve their sales and grow their business.

It’s important to note that there are many types of Amazon seller reports available through Seller Central and Business Reports. Knowing which ones to focus on will depend largely on your business goals and priorities.

By regularly accessing and analyzing your Amazon seller reports, you’ll be able to identify areas where improvements can be made in terms of operational efficiency or customer satisfaction. Armed with this information, you’ll have a competitive edge in the crowded online marketplace.

In summary, whether you’re just starting out as an Amazon seller or looking to take your existing business to the next level, mastering the art of reading and interpreting these reports is crucial for long-term success.

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Kayla Bloom

Kayla Bloom

Kayla Bloom is a freelance Finance Writer specializing in topics related to Accounting, Bookkeeping, Taxes, and Business Finances. She lives in Miami, Florida.

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