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.
Jul 26, 2026 · 3 min read
What each column means
Sessions: unique visitors per day per ASIN. Page views: total page loads. Unit Session Percentage: units ordered divided by sessions (your conversion rate). Buy Box Percentage: share of page views where you owned the Buy Box. Ordered product sales: gross revenue attributed to that ASIN.
How to read it
Sessions flat, conversion down: listing problem. Sessions down, conversion flat: traffic problem (search rank or ad spend). Both down: often a Buy Box loss or listing suppression. Both up: healthy growth.
Cadence and limits
Daily granularity, 24-hour lag. Available for the last 60 days in the console; older data requires SP-API or a third-party pull.
Frequently asked questions
Does the Sales and Traffic report include FBM sales?
Yes. Both FBA and FBM orders count.
Is Ordered Product Sales the same as gross revenue?
Close, but it excludes shipping and gift wrap. Use settlement reports for full revenue reconciliation.
Can I get hourly granularity?
No. Amazon reports Sales and Traffic at day granularity only.
Does Nova pull this report?
Yes. Nova ingests Sales and Traffic data at SKU level for daily conversion and traffic tracking.
See this in Nova
Nova surfaces this metric per SKU so you can act before your next monthly close catches it.
Try Nova free for 14 daysRelated questions
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.
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.