How to Use Amazon Seller Central Reports: A Guide
It's hard to overstate the importance of data when you're an Amazon seller. Without the right reports, you're completely in the dark as far as what products are selling the best, how your customers are responding, and other key information for running your business.
Whether you're trying to figure out how to download the Amazon Seller Central all orders report, find out what's going on with your inventory, or look up your sales and traffic, this guide will help you find the right report.
How to Access Amazon Seller Central Reports
To access Amazon Seller Central reports, log in to your dashboard and then click on "Reports" from the main menu at the top. Click on "Business Reports" for reports related to the running of your business (such as sales and traffic) and "Advertising Reports" if you want access to reports related to advertising. The Inventory Reports, meanwhile, can be found on the Inventory drop-down menu toward the left side of the screen.
Amazon Seller Central All Orders Report
The Amazon Seller Central All Orders report can be found by going to Reports > Fulfilled by Amazon > Sales > All Orders. Here, you will be able to download a spreadsheet that contains all of your orders within a selected date range.
Amazon Seller Central Business Reports
Amazon Seller Central Business Reports are where you will find reports that include data on your sales and traffic, customer shipments, returns, subscription & save, and transactions. Here is how to understand each table within these reports.
Sales and Traffic by SKU
The Sales and Traffic by SKU report summarizes a seller’s sales, revenue, and traffic for all products in the catalog. They are broken up by day and sorted by SKU.
Sales and Traffic by Child ASIN
The Sales and Traffic by Child ASIN report is the same as the Sales and Traffic by SKU report, except this one is sorted by Child ASIN.
Customer Shipments Sales
The Customer Shipments Sales report provides product-level data on customer orders shipped via Fulfillment By Amazon (FBA). It includes details like price, quantity, and destination.
Customer Returns
Customer Returns is where you can find data on FBA purchases that were returned, including the condition of the item, the reason for the return, and where the merchandise was processed.
Subscription & Save
The Subscription & Save report shows the last four weeks of items shipped, including the percentage of orders that were missed because they were out of stock, the average post-discount sales price, and the average discount per SKU.
Transactions - Standard Orders
The Transactions - Standard Orders report provides data on credit card transactions where the customer purchases the product through Amazon.
Transactions - Invoiced
The Transactions - Invoiced report is for business-to-business (B2B) transactions where a company buys product through Amazon Business and is invoiced by Amazon.
Amazon Seller Central Advertising Reports
Advertising reports are broken up into six different categories: sponsored products, sponsored display, DSP (demand side platform), sponsored brands, sponsored brands video, and brand store.
Each of these six categories includes numerous individual reports, so we won't try to summarize all of them here. However, we will describe each of these terms so you can determine which one likely contains the data you need.
Sponsored Products
These are pay-per-click (PPC) ads that Amazon shows in search results for a customer for specific terms.
Sponsored Display
These are display ads that targets customers with certain interests rather than specific keywords.
DSP (Demand-Side Platform)
The Amazon DSP allows brands to reach new and existing customers with ads that run both on and off Amazon. This advertising is programmatic and uses automation to help decide where to buy ads.
Sponsored Brands
Unlike with sponsored products, brands can use this option to advertise their entire brand and increase brand recognition across Amazon.
Sponsored Brands Video
This is similar to sponsored brands, but is focused on using videos to help customers discover your brand while shopping on Amazon.
Brand Store
This is an online storefront just for your brand that you can create for free, allowing you to cultivate a relationship with your customers and a place where they can interact more directly with you.
Amazon Seller Central Inventory Reports
There are 10 reports you will deal with when you examine your inventory data.
Inventory Age (FBA)
Inventory Age is a snapshot of how long your FBA inventory has been sitting in Amazon warehouses, as well as how much space it is taking up.
Manage FBA Inventory
The Manage FBA Inventory report provides ASIN information by listing, condition, disposition, and quantity for items in the FBA network.
Inventory All Listings
Inventory All Listings shows all of the listings within a seller's catalog, including information such as description, name, and inventory levels.
Restock Inventory
The Restock Inventory report shows how much inventory can be shipped to Amazon, and what inventory is currently in the network.
Inventory Ledger Summary
The Inventory Ledger Summary report shows starting balance and history of inventory events by ASIN as well disposition in order to help provide end-to-end inventory reconciliation
Inventory Ledger Details
The Inventory Ledger Details report operates like a bank statement for a seller’s FBA inventory; showing details about all inventory events in a fulfillment center, including reason codes for inventory adjustments.
Inventory Health & Offers
This report is no longer being supported as it has been combined with Inventory Age.
Monthly Storage Fees
The Monthly Storage Fees report shows how your storage fees are calculated by ASIN.
Shipping Queue: Summary
The Shipping Queue: Summary report provides summary-level detail for all FBA shipments, including those you are working on and those that have already been sent to Amazon.
Shipping Queue: Contents
The Shipping Queue: Contents report is the same as the Summary report, but at a greater level of detail.
Warning: This Data Is Difficult to Gather and Analyze
Unfortunately, while Amazon provides a lot of data, sellers have a hard time gaining actionable insights from this data because Amazon makes it difficult to download and combine data into one cohesive report. Sellers must manually download a multitude of reports for different dates and for different products, and then manually combine them all, which is extremely time-consuming.
The good news is that there are several different tools available to sellers who want to get access to their data without spending a lot of time doing it. We have created a whitepaper that discusses each of these methods in detail so you can determine which is the best option for your company. It is available for free download below.
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Turn Amazon Data into a strategic Asset
The breadth of Amazon sales, marketing, and supply chain data lets brands find patterns and insights to optimize their Amazon business and other e-commerce channels. But only if you have a plan for extracting the data from Amazon systems, storing it, and preparing it for analysis.
This guide will help you take ownership of your Amazon data—by preparing your business for a data-driven future, and analyzing the most common methods for extraction, automation, storage, and management.
