Business Reports vs Brand Analytics: what is the difference?
Business Reports (in Seller Central) show your own sales, sessions, conversion, and units per ASIN. Brand Analytics (Brand Registry required) shows aggregate marketplace data: search terms shoppers use, market basket, repeat purchase behaviour, and competitor benchmarks in your category. Use both; they answer different questions.
Business Reports: your own performance
Sales by SKU, sessions, unit session percentage, buy box percentage, page views. Available to every professional seller. Best for tracking your own conversion, traffic, and sales trends.
Brand Analytics: market intelligence
Top search terms in your category with click share and conversion share, market basket analysis (products bought together), repeat purchase rates, demographics, and item comparison behaviour. Brand Registry required.
When to use which
Diagnosing a conversion problem on your listing: Business Reports. Deciding what keywords to target or which competitor to benchmark against: Brand Analytics. Nova pulls Business Reports data automatically; Brand Analytics access sits inside Seller Central directly.
Frequently asked questions
Do I need Brand Registry for Brand Analytics?
Yes. Brand Analytics is only available to brand-registered sellers.
How fresh is Brand Analytics data?
Weekly refresh for most reports, with a 1 to 2 week lag.
Can I export Brand Analytics data?
Yes, most reports offer CSV export from the console.
Does Nova ingest Brand Analytics?
Nova focuses on P&L, PPC spend, and inventory. Brand Analytics stays in Seller Central for now.
See this in Nova
Nova surfaces this metric per SKU in near real time so you can act before your next monthly close catches it.
Try Nova free for 14 daysRelated questions
What is the Amazon Sales and Traffic report?
The Sales and Traffic report (Seller Central > Reports > Business Reports > Sales and Traffic by ASIN) shows daily orders, sessions, page views, unit session percentage, and buy box percentage per ASIN. It is the single most useful free report for diagnosing conversion and traffic problems.
How do I track profit at the SKU level on Amazon?
SKU-level profit requires matching every revenue and cost line to the SKU that generated it. That means pulling settlement reports, product-level ad spend, refunds, storage allocation, and COGS, then attributing each. Doing this manually in Excel takes 4 to 8 hours per month per account; automated tools reduce it to a dashboard view.
How do I export my full Amazon transaction history?
For 24+ months of transaction history, use the SP-API Reports endpoint or a connected tool that pulls historically. Seller Central console limits reports to 60 to 90 days depending on the report type. Nova connects via SP-API and can backfill up to 15 months of PPC history and 24 months of order and settlement data.
Where do I find the Amazon settlement report?
Amazon settlement reports live in Seller Central under Reports > Payments > All Statements. Each report covers one settlement period (usually 14 days) and lists every transaction that affected the payout: orders, refunds, fees, adjustments, service fees, and reserves. Download as CSV or the flat file to reconcile.
How do I read the Amazon search term report?
The search term report shows every actual shopper query that triggered your ad, plus clicks, spend, and orders per term. Sort by spend descending and look for two patterns: terms with high spend and zero orders (negatives), and terms with strong conversion that are not yet in an exact-match campaign (promotion candidates).