What Are Amazon Business Reports?

Amazon Business Reports are a suite of analytics tools inside Seller Central that provide detailed insights into your sales, traffic, buyer behavior, and more. These reports are free and available to all Professional sellers under the “Reports” > “Business Reports” tab. 

They are especially valuable because they show performance trends across your entire catalog, not just ads or promotions. 

Key Business Reports You Should Be Using 

Let’s look at the most insightful reports you can start leveraging right now: 

1. Detail Page Sales and Traffic by ASIN 
This is arguably the most important report. It shows: 

• Page views and sessions per ASIN 
• Units ordered vs. sessions 
• Buy Box percentage 
• Conversion rate per product 

Use it to: 

• Identify ASINs with high traffic but low conversion (optimize content, pricing, images) 
• Spot ASINs losing the Buy Box 
• Understand which products are actually bringing in sales vs. just generating clicks 

2. By Date Reports (Sales, Orders, and Traffic) 
This report aggregates performance on a daily basis. It includes: 

• Total sales 
• Total units 
• Sessions 
• Order item session percentage 

Use it to: 

• Monitor daily performance trends 

• Correlate marketing campaigns with spikes or dips in sessions and orders 

• Detect sales slumps early 

3. By Parent Item 
This is helpful if you sell variations (like size, color, pack of 2, etc.). 

Use it to: 

• See which parent listings are performing well overall 
• Identify underperforming child ASINs that may need optimization 

4. By Customer Type (B2B vs. B2C) 
For sellers enrolled in Amazon Business, this report shows the split between business customers and regular retail buyers. 

Use it to: 

• Tailor your pricing and quantity discounts to better serve your B2B audience 
• Adjust your product strategy if B2B buyers dominate a particular ASIN 

How to Interpret These Metrics Strategically 
Numbers alone won’t grow your business—how you act on them will. Here's how to turn your insights into improvements: 

a) Optimize Listings with Low Conversion Rates 
If a product has 1,000+ sessions but a 5% conversion rate, it’s not doing its job. Look at: 

• Listing copy clarity 
• Product images 
• Price competitiveness 
• Presence of Enhanced Brand Content or A+ pages 

b) Watch the Buy Box % 
If your ASIN's Buy Box percentage is under 90%, you’re likely losing sales to competitors or your own resellers. Fixing this could involve: 

• Adjusting your price 
• Improving shipping time 
• Making sure you’re using FBA for eligibility 

Tools like SentryKit can monitor Buy Box changes in real-time, so you’re never caught off guard. 

c) Detect Seasonal or Campaign-Driven Patterns 
Use the “By Date” report to track traffic and sales during specific periods (Black Friday, Prime Day, email campaigns). If traffic goes up but conversions don’t, your campaign may need tweaking. 

Using Reports to Plan Inventory 
Traffic spikes don’t always mean sales spikes—but when they do, you’ll want to be ready. 

By monitoring unit sales per day for fast movers, you can better estimate restock needs and avoid going out of stock. 

Pair these trends with restock alerts from SentryKit to avoid missing sales during high-demand periods. 

Combining Business Reports with Other Data Sources 
Business Reports are most powerful when paired with: 

• Ad campaign data (to track post-ad click sales) 
• Inventory levels (to avoid overstock or stockouts) 
• Listing alerts (for suppressed or hijacked listings) 

SentryKit helps tie many of these data points together by automating alerts and providing visual summaries that sellers can act on fast. 

Common Pitfalls to Avoid 

• Looking at just one metric in isolation: A high session count without context doesn’t mean much. 
• Not checking reports frequently: Weekly reviews can reveal emerging trends before they impact your bottom line. 
• Ignoring Buy Box losses: You may be generating traffic for someone else’s sale. 

Final Thoughts 

Amazon Business Reports are your key to understanding the story behind your storefront’s performance. When reviewed and acted on regularly, they can dramatically improve your conversion rates, pricing strategy, and ad ROI. 

In 2025, seller success will belong to those who can interpret data quickly and take action proactively. Use these reports, pair them with tools like SentryKit for real-time alerts and listing insights, and stay ahead of the curve.