Guide

Amazon Seller Central Business Reports, explained

By . Published October 5, 2026, rewritten October 8, 2026. Every definition checked against Amazon's Business reports glossary.

Part 1

Where Business Reports live

Do this first

  1. Open Reports, then Business Reports, in Seller Central. It needs a Professional selling plan.
  2. Bookmark Sales and Traffic by Date, and Detail Page Sales and Traffic by Child Item.
  3. Download one CSV a month, since Amazon keeps only 2 years.
ReportWhat it showsUpdated
Sales dashboardToday's sales and a snapshot of the periodLive, with a CSV download
By DateSales and traffic for the whole account, by day, week or monthHourly for the last few days1
By ASINDetail Page Sales and Traffic, for the account or by child itemDaily, so Wednesday lands Thursday1
  • Reports run about 24 hours behind, so they won't match the order page to the dollar.2 Don't chase the gap.
  • 2 years of history, then it's gone.2 A year-over-year line needs at least 1 saved.

Part 2

What every field means

Paraphrased from Amazon's glossary and FAQ.1,3 The right column is the question each one answers in a monthly review.

FieldWhat it countsRead it for
Sessions - TotalVisits to your detail pages by one customer within 24 hours. Storefront and browse visits don't count.Traffic
Page Views - TotalEvery view of your offer pages. Runs higher than sessions.Traffic, with care
Unit Session PercentageUnits ordered divided by sessions.Conversion, in units
Order Item Session PercentageOrder items divided by sessions.Conversion, closer to orders
Featured Offer (Buy Box) PercentageShare of page views where your offer held the Add to Cart button.Availability and price
Ordered Product SalesPrice times units ordered. Cancellations come out as they post. Refunds are reported separately.Sales
Units OrderedIndividual units. 3 of one item and 4 of another is 7.Volume
Total Order ItemsLine items ordered. One order can hold several.Volume
Average Selling PriceOrdered product sales divided by units.Order value
Refund RateUnits refunded divided by units sold in the period.Quality
Session PercentageYour item's share of sessions across all your products.Mix
B2B versionsThe same fields for Amazon Business customers only.Business buyers

Part 3

The 3 fields that mislead most

Do this first

  1. Read order item session percentage beside unit session percentage.
  2. Use the by Child Item report for anything that doesn't sell every day.
  3. Check the FBA Inventory report before you cut price over a Buy Box dip.
Same visitors, two conversion rates 100 sessions produce 5 orders of 2 units each. Unit session percentage reads 10%, while order item session percentage reads 5%, the share of visitors who bought. 100 sessions, 5 orders of 2 units each Unit session % 10% Order item session % 5% A multipack doubles the first with no more buyers. The second is the share of visitors who bought.
An example. Order item session percentage counts line items, so it sits closer to orders than units.
  • Unit session percentage counts units. It's units ordered divided by sessions,3 so a bundle can lift it while the same number of people buy.
  • The Detail Page report sums page views only on days with a sale. The by Child Item version sums the whole range.3 For a slow seller the first undercounts traffic and overstates conversion.
  • Featured Offer percentage falls on a stockout too, or when your offer couldn't be bought through the button. Amazon says it isn't necessarily a measure of availability.3 Check the FBA Inventory report first.4 The 5 Buy Box checks.
  • 2 smaller traps. A child ASIN's visit doesn't count toward its parent, so add children yourself.3 And since March 29, 2022, sessions include the mobile app, so comparisons across that date aren't like for like.1

Part 4

Pulling a month for your review

The steps

  1. Open By Date, Sales and Traffic. Set the range to the calendar month and the view to monthly.
  2. Add sessions, unit session %, order item session %, Featured Offer %, ordered product sales and units from Show/Hide Columns.2
  3. Download the CSV1 and save it with the month in the file name.
  4. Repeat with Detail Page Sales and Traffic by Child Item, to see which products moved.
  • Amazon's week runs Sunday to Saturday, Pacific time, and Same Week Last Year uses ISO week numbers.3 Line your other channels up on the same days.
  • Paste 2 periods of the Child Item report into the Business Report analyzer and it ranks the products that moved.
  • The rows drop straight into the monthly business review template, or paste the CSV into export to scorecard to read 2 months side by side.

Part 5

From report to decision

Do this first

  1. Split the sales change into sessions, unit session % and average selling price.
  2. Fix the part that fell, and leave the parts that held alone.
  3. Read Amazon beside your other channels before you act.
Where Kestrel's Amazon sales went Over 13 weeks against the year before, sessions fell 30.8%, unit session percentage rose and average selling price rose, and ordered product sales fell 20.8%. The drop is traffic. 0%, the same 13 weeks last year Sessions -30.8% Unit session % +11.6% Average selling price +2.5% Ordered product sales -20.8%
From the fictional Kestrel Kitchen sample. The 3 parts multiply to the bottom line, so the one that fell is the problem.
  • Ordered product sales is sessions times unit session % times average selling price, exactly, so you can read which one moved.
  • Kestrel's shoppers bought more often and paid more, and fewer of them arrived. That's a traffic problem, and a listing rewrite won't fix it.
  • The Sales Drop Diagnostic runs this split on your numbers, and why are my Amazon sales down covers each branch. In the same sample, the business grew while Amazon fell.

Amazon is one channel. We read all of them

Send us the Sales and Traffic by Date report and your Shopify orders export, and we'll build a month's review across every channel, with the drop split and the causes checked, the way the Kestrel sample is. The first month is free, and we never log in to your accounts.

Get your first month free See the sample report

Sources

  1. Amazon Seller Central. Business Reports FAQ. Read October 7, 2026. Link
  2. Amazon Seller Central. Business reports. Read October 7, 2026. Link
  3. Amazon Seller Central. Business reports glossary. Read October 7, 2026. Link
  4. Amazon Seller Central. FBA business reports. Read October 7, 2026. Link

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