Seller Central reports guide: all 50+ report types mapped by category, with data retention limits, download paths, automation options, and when to export to external analytics. Updated 2026.
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Amazon Seller Central contains over 50 different reports across 8 categories. Most sellers use less than 10% of them. This guide maps every report type, explains what data each contains, highlights the critical limitations Amazon doesn't advertise, and shows when you need to export data to external tools for real analysis.
The problem isn't finding reports. It's knowing which ones matter, understanding their hidden limitations, and recognizing when Seller Central's built-in analytics simply aren't enough. After reviewing thousands of seller accounts, we've identified the reports that drive decisions and the gaps that cost sellers money.
Whether you're building custom dashboards in Tableau, loading data into BigQuery, or just trying to understand what Amazon actually tracks, this is your complete reference.
Reviewed September 2026
Amazon organizes reports into eight main categories. Each serves different business functions:
Traffic, sales, and conversion data. The foundation of performance analysis.
Settlement statements, disbursements, and fee breakdowns.
FBA inventory, shipments, returns, and removals.
Campaign performance, search terms, and targeting data.
Sales tax collected, marketplace facilitator data, VAT reports.
Order details, returns, and customer service metrics.
Return reasons, refund amounts, and restocking data.
Search terms, market basket, demographics (Brand Registry required).
Business Reports are the most commonly used reports in Seller Central. They track sessions, page views, sales, and conversion rates.
| Report Name | Data Included | Retention |
|---|---|---|
| Sales Dashboard | Revenue, units, orders by day | 2 years |
| Detail Page Sales and Traffic by ASIN | Sessions, page views, Buy Box %, conversion rate per ASIN | 2 years |
| Detail Page Sales and Traffic by SKU | Same as ASIN report but at SKU level | 2 years |
| Sales and Traffic by Date | Aggregate daily metrics across all products | 2 years |
Payments reports show actual money flow: what Amazon collected, what fees were charged, and what you received. Essential for P&L analysis.
| Report Name | Data Included | Retention |
|---|---|---|
| Settlement Report | Line-by-line transactions for each payout period | 3 years |
| Date Range Reports | Custom date range transaction data | 2 years |
| All Statements | Summary view of all settlement periods | 3 years |
| Transaction View | Individual transaction lookup | 18 months |
Settlement reports contain actual transaction-level fee data. If you're building a P&L, start here. Business Reports show estimated revenue. Settlement Reports show actual money movement. They often don't match due to timing, adjustments, and refunds.
FBA sellers rely on Fulfillment Reports for inventory management, shipment tracking, and fee analysis.
| Report Name | Data Included | Update Frequency |
|---|---|---|
| Inventory Health | Stock levels, aged inventory, sell-through | Daily |
| FBA Inventory | Units by fulfillment center, reserved, inbound | Daily |
| Manage FBA Inventory | Near real-time inventory with action recommendations | Near real-time |
| Stranded Inventory | Inventory without active listings | Daily |
| Reimbursements | Lost/damaged inventory claims and payments | As processed |
| Long-Term Storage Fee | Inventory approaching or charged LTSF | Monthly |
| FBA Fee Preview | Estimated fulfillment fees per SKU | On demand |
Advertising reports live in Amazon Ads Console (separate from Seller Central) but are essential for PPC performance tracking.
| Report Name | Data Included | Granularity |
|---|---|---|
| Campaign Performance | Impressions, clicks, spend, sales, ACoS | Campaign/Daily |
| Search Term Report | Actual search queries triggering ads | Keyword/Daily |
| Targeting Report | Performance by keyword/ASIN target | Target/Daily |
| Advertised Product | Performance by advertised ASIN | ASIN/Daily |
| Purchased Product | Which products buyers actually purchased after clicking | ASIN/Daily |
| Placement Report | Performance by ad placement location | Placement/Daily |
The Search Term Report shows the actual queries customers typed. This is your source for negative keyword discovery and new targeting opportunities. Export weekly and analyze converting vs. Non-converting terms.
Brand Analytics is only available to Brand Registry enrolled sellers. It provides market-level data Amazon doesn't share elsewhere.
| Report Name | Data Included | Update Frequency |
|---|---|---|
| Search Query Performance | Your products' performance on specific search terms | Weekly |
| Top Search Terms | Most popular search terms in your categories | Weekly |
| Market Basket Analysis | Products frequently purchased together | Weekly |
| Repeat Purchase Behavior | Customer repurchase patterns | Weekly |
| Demographics | Age, income, gender of buyers | Weekly |
After analyzing what Seller Central reports provide, these are the gaps that cost sellers money:
Revenue exists in Business Reports. Fees in Settlements. COGS nowhere. Building a P&L requires combining multiple data sources.
Amazon shows ACoS (ad sales). TACoS (total sales) requires combining ad data with total revenue externally.
Traffic data doesn't link to financial data. Orders don't link to campaigns. Everything is siloed.
Current inventory only. Understanding stockout impact or aged inventory trends requires external tracking.
Most reports are 24-48 hours delayed. By the time you see problems, they've already cost money.
Stuck with Amazon's predefined metrics. Can't create contribution margin, unit economics, or custom calculations.
Each marketplace is completely separate. No unified dashboard for global sellers.
Different reports have different retention periods. Historical analysis often impossible without external storage.
The reports above are useless if you cannot find them. Amazon hides most exports two or three menu levels deep, and several reports moved between menus in the last 12 months. Here is the current path for the queries we get most often from new sellers.
From the Seller Central homepage open Reports → Business Reports, then in the left rail pick Sales and Traffic by Date or Detail Page Sales and Traffic by Child Item. Set the date range (up to 2 years), click Download, and choose CSV. Numbers refresh every 24 hours, so today's session and unit counts are not in the file yet.
Go to Reports → Fulfillment, then under Inventory select Manage FBA Inventory for current stock or Inventory Health for aged and sell-through data. Click Request Download, wait for Amazon to generate the file, then download the CSV from the same screen. FBA inventory snapshots are kept for 18 months.
Open Orders → Order Reports, pick the report type (New Orders, Unshipped, Pending, Cancelled), select a date range up to 60 days, then click Request Report. The file lands in the same screen as a flat text or XML download, usually within a few minutes for accounts under 100k orders.
Navigate to Reports → Tax Document Library for 1099-K filings and Reports → Payments → Tax Document Library for marketplace facilitator and VAT reports. Sales-tax-collected reports live under Reports → Tax Calculation. Most tax exports cover a full calendar year and become available between February and March.
Seller Central has no native scheduler. You have three options: Amazon's SP-API Reports endpoint (build it yourself), a connector that polls SP-API on a schedule, or a managed pipeline like Nova that refreshes every Seller Central report hourly into BigQuery, Snowflake, Google Sheets, or Excel. None of the three require manual clicks once configured.
For FBM sellers it sits under Reports → Fulfillment → Sales → All Orders. For FBA sellers the equivalent is Amazon Fulfilled Shipments in the same menu. Both exports cap at 30 days per request and contain the same fields: order ID, ASIN, SKU, quantity, ship date, and buyer-redacted address.
We did not build Nova to replace Seller Central reports. We built it because the reports cannot answer the questions sellers actually have: what is the true contribution margin on this ASIN this week, why did disbursements drop without a sales drop, which SKU's TACoS just crossed our threshold. Seller Central reporting gives you the raw inputs. Nova turns those inputs into a unified, hourly-refreshed Amazon analytics layer with 200+ metrics and 40+ fee types reconciled to the cent.
If you read this guide and felt the gaps yourself, the Seller Cockpit stitches the seller reports into a single P&L, and Amazon profit and loss analytics shows how it handles the multi-marketplace, multi-fee, multi-currency reality these reports leave to you. Starting at $49/mo or Custom for enterprise.
Reports answer the question they were designed for. They stop short at three points, and all three show up the moment you try to state a number for the whole business.
Closing those three gaps is what an Amazon P&L dashboard does: every fee allocated to the SKU that incurred it, COGS joined in, marketplaces side by side. If what you want is the daily operating view rather than the accounting view, that is Amazon seller dashboard software. And when the output has to reach a client every week, you can build and automate client reports with AI on the same data.
Seller Central reports are sufficient for basic operations. Export to external tools when you need:
| Need | Seller Central Can't | Solution |
|---|---|---|
| True P&L by SKU | Combine revenue, fees, COGS, and ads | Export to BigQuery/Snowflake, add COGS, calculate margins |
| TACoS Tracking | Show ad spend as % of total revenue | Combine ad reports with business reports externally |
| Custom Dashboards | Visualize beyond preset charts | Export to Tableau, Looker Studio, Power BI |
| Historical Analysis | Store data beyond retention limits | Regular exports to data warehouse |
| Multi-Marketplace View | Unify data across regions | Export all regions to single warehouse, normalize currency |
| Near Real-Time | Provide data faster than 24-48 hours | Use SP-API with higher refresh frequency |
| Portfolio Analytics | Analyze across multiple seller accounts | Aggregate all accounts into single data warehouse |
Most sellers outgrow Seller Central reports between $500K and $2M annual revenue. At this point, the cost of missed insights exceeds the cost of proper analytics infrastructure.
You have three options for getting Amazon data out of Seller Central:
Which reports do you actually use? What questions can't you answer?
Map your business questions to report capabilities. Note what's missing.
Manual for simple needs. Automated pipeline for scale.
Nova extracts all Amazon data through SP-API and delivers it to your data warehouse with hourly refresh. Skip the Seller Central limitations and build the analytics you actually need. Explore Nova's API for data teams and agencies.
External resources referenced in this guide:
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