Guide

Walmart Seller Center sales reports, explained

By . Published October 6, 2026, rewritten October 8, 2026. Every Seller Center path checked against Walmart's Marketplace Learn guides.

Part 1

Where Walmart keeps your sales reports

Do this first

  1. Open Analytics, then Sales Insights, in Seller Center. The Account Sales Report opens by default.
  2. Open the Reports dashboard and schedule a monthly sales report.
  3. Find last month's earlier downloads there before you pull a new one.
  • Sales Insights has 3 reports: the Account Sales Report, the Item Sales Report at SKU level, and Sales By Department.2 Account and Item Sales chart the same 4 numbers, account-wide or per item.
  • The Reports dashboard covers 7 areas: Sales, Catalog, Pricing, Orders, Fulfillment (Walmart Fulfillment Services and seller-fulfilled), Assortment and Other. Each can be scheduled for recurring delivery, and earlier downloads stay there.1

Part 2

The 4 numbers, and what they can't tell you

NumberWhat it countsTells you about
GMV (gross merchandise value)The value of what sold, gross.Sales
Units SoldIndividual units across your orders.Volume
OrdersCustomer orders placed.Volume
AUR (average unit retail)The average price a unit sold at.Order value

Walmart's Sales insights guide names these 4 numbers without defining them, so the middle column is our reading.2 Sales By Department, the third report, ranks your GMV by Walmart department with the change from last year.

What Walmart counts and what it only ranks From impressions to clicks to add-to-carts to units sold to GMV. Sales Insights counts units sold and GMV. Search Insights covers impressions, clicks and add-to-carts only as a rank against your product type, with no counts, so a fall in units can't be split into fewer shoppers or fewer buyers. Search Insights: a rank for each, no counts Sales Insights: counts Impressions Clicks Add-to-carts Units sold GMV GMV is units times AUR (average unit retail), so Sales Insights shows which of the 2 moved. Units falling at a steady price can mean fewer shoppers or fewer buyers. Only ranks cover that step.
From Walmart's Sales insights and Search Insights guides.2,4 The Search catalog performance report ranks each item against its product type.
  • GMV is units times price, so a sales change is a change in units or in average unit retail, and Sales Insights shows you which.
  • Search Insights is the nearest Walmart gets to traffic. Its catalog performance report ranks each item on search impressions, clicks, add-to-carts and sales against its product type, with ranks and no counts.4
  • Fewer shoppers and fewer buyers have different fixes. The same split on Amazon uses sessions and conversion, in Amazon's Business Reports, explained.

Part 3

3 traps when you read them

Do this first

  1. Check the refresh timestamp and end your range on a full day.
  2. Toggle Compare on against the same weeks last year.
  3. Set the Marketplace filter to Walmart Business (B2B) to see those sales on their own.
  • 1. The last 30 days, including today. Every Sales Insights report defaults to the last 30 days, and the Account and Item reports include current-day sales, so the newest day is always partial.2
  • 2. Comparing to last month instead of last year. The date picker's Compare toggle takes 2 date ranges.2 Set it to the same weeks last year so seasonality doesn't read as a trend.
  • 3. Walmart Business sales inside the total. Sellers enrolled in Walmart Business, the B2B program, see those sales in the same Account and Item Sales reports, and a Marketplace filter separates them.3 One bulk business order can make a month look like a trend.

Part 4

Pulling a month for your review

The steps

  1. Open Analytics, then Sales Insights. Set the range to the calendar month and toggle Compare on with the same month last year.2
  2. Select Download, next to Configure, to save the Account Sales Report as a CSV.2
  3. Switch to the Item Sales Report. The range carries over, and the file is prepared on the Reports page, so collect it under Report activity.2
  4. Schedule the sales report from the Reports dashboard so next month's arrives on its own.1

Part 5

Read Walmart beside your other channels

Do this first

  1. Take returns and discounts out on every channel.
  2. Put every channel on 1 line, on the same definition.
  3. Add the month up before you fix any one channel.
  • Each channel counts sales its own way. Walmart's GMV is gross, Amazon reports ordered product sales, and Shopify reports net sales after discounts and returns.
  • TikTok Shop's GMV keeps canceled and refunded orders in, so a month of heavy TikTok refunds still looks strong.
  • A month where 1 channel fell and another rose can be 1 business holding steady. Amazon down, Shopify up walks through the 3 checks that tell, and they work the same with Walmart in either seat.

We read Walmart beside everything else

Sentopi's monthly report adds up Amazon, Shopify, wholesale, retail and Walmart on one line, tests each likely cause against every channel's numbers, and ranks what to do first. For Walmart you send the order report (Reports, then Orders), which carries each order's transaction detail, and our team processes it, so you send a file, never a login. The first month is free.

Get your first month free See the sample report

Sources

  1. Walmart Marketplace Learn. Reports: Overview. Read October 7, 2026. Link
  2. Walmart Marketplace Learn. Sales insights: Overview. Read October 7, 2026. Link
  3. Walmart Marketplace Learn. Walmart Business: Reporting. Read October 7, 2026. Link
  4. Walmart Marketplace Learn. Search Insights: Generate a Search catalog performance report. Read October 7, 2026. Link

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