Amazon Seller Central Reports: All 50+ Report Types (2026)
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.
Claude
Gemini
ChatGPTAmazon 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.
Latest updates
Refreshed for 2026
- Sellers reconciling Amazon settlement reports against unit-level fees recover an average 1-3% of revenue in missed reimbursements every quarter.
- Nova's Seller Cockpit Reconciles 40+ fee types from settlement reports to the cent across 200+ Amazon metrics, starting at $29/mo or Custom for enterprise.
- Related reading: Amazon profit and loss analytics, Amazon EU fee reductions in 2026, and 2026 Amazon FBA fee increases.
The 8 Report Categories in Seller Central
Amazon organizes reports into eight main categories. Each serves different business functions:
1. Business Reports
Traffic, sales, and conversion data. The foundation of performance analysis.
2. Payments Reports
Settlement statements, disbursements, and fee breakdowns.
3. Fulfillment Reports
FBA inventory, shipments, returns, and removals.
4. Advertising Reports
Campaign performance, search terms, and targeting data.
5. Tax Reports
Sales tax collected, marketplace facilitator data, VAT reports.
6. Order Reports
Order details, returns, and customer service metrics.
7. Return Reports
Return reasons, refund amounts, and restocking data.
8. Brand Analytics
Search terms, market basket, demographics (Brand Registry required).
Business Reports: Traffic & Sales Analysis
Business Reports are the most commonly used reports in Seller Central. They track sessions, page views, sales, and conversion rates.
Key Reports
| 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 |
Critical Limitations
- No profit data: Revenue only. No fees, no COGS, no actual profit visibility.
- Session sampling: Amazon samples traffic data for high-volume listings. Numbers are estimates.
- 2-day delay: Business Report data is typically 24-48 hours behind real-time.
- No hourly breakdown: Daily granularity only. Can't see intraday patterns.
- No traffic source: can't distinguish organic vs. Paid traffic in these reports.
Payments Reports: Where the Money Goes
Payments reports show actual money flow: what Amazon collected, what fees were charged, and what you received. Essential for P&L analysis.
Key Reports
| 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 |
Pro Tip: Settlement Reports Are Your Source of Truth
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.
Critical Limitations
- 200+ fee types: Coded with cryptic names. Mapping fees to categories requires documentation.
- Settlement period lag: Transactions appear in the settlement period when processed, not when ordered.
- No COGS: Amazon doesn't know your costs. You must add this data externally.
- Currency complexity: Multi-marketplace sellers get separate settlements per region.
- No ad spend link: PPC costs appear here but aren't linked to campaign performance.
Fulfillment Reports: FBA Operations
FBA sellers rely on Fulfillment Reports for inventory management, shipment tracking, and fee analysis.
Key Reports
| 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 |
Critical Limitations
- Inventory discrepancies: Amazon's counts and your counts often don't match. Reconciliation is manual.
- No historical snapshots: you can see today's inventory, but historical levels require manual tracking.
- Reimbursement complexity: Claims require manual filing. Amazon doesn't automatically compensate all losses.
- Size tier surprises: Fee Preview shows current tier. Amazon can reclassify products without notice.
Advertising Reports: PPC Performance
Advertising reports live in Amazon Ads Console (separate from Seller Central) but are essential for PPC performance tracking.
Key Reports
| 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 Gold Mine
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.
Critical Limitations
- 14-day attribution: Sales credited to ads up to 14 days after click. Inflates perceived ad performance.
- No organic baseline: can't see what would have sold without ads from these reports.
- Separate from P&L: Ad data doesn't connect to profitability without external calculation.
- 60-day historical limit: Detailed reports only available for 60 days. Export regularly.
- No TACoS Calculation: shows ACoS (ad sales), not TACoS (total sales). You must calculate TACoS externally.
Brand Analytics: Market Intelligence
Brand Analytics is only available to Brand Registry enrolled sellers. It provides market-level data Amazon doesn't share elsewhere.
Key Reports
| 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 |
Critical Limitations
- Brand Registry required: No access without trademark enrollment.
- Relative metrics only: shows percentages and rankings, not absolute numbers.
- Category-limited: Data scoped to your product categories only.
- No export API: Manual CSV downloads only. No programmatic access.
The 7 Critical Data Gaps in Seller Central
After analyzing what Seller Central reports provide, these are the gaps that cost sellers money:
1. No True P&L
Revenue exists in Business Reports. Fees in Settlements. COGS nowhere. Building a P&L requires combining multiple data sources.
2. No TACoS Visibility
Amazon shows ACoS (ad sales). TACoS (total sales) requires combining ad data with total revenue externally.
3. No Cross-Report Linking
Traffic data doesn't link to financial data. Orders don't link to campaigns. Everything is siloed.
4. No Historical Inventory
Current inventory only. Understanding stockout impact or aged inventory trends requires external tracking.
5. No Near Real-Time Data
Most reports are 24-48 hours delayed. By the time you see problems, they've already cost money.
6. No Custom KPIs
Stuck with Amazon's predefined metrics. Can't create contribution margin, unit economics, or custom calculations.
7. No Multi-Marketplace View
Each marketplace is completely separate. No unified dashboard for global sellers.
8. Limited Data Retention
Different reports have different retention periods. Historical analysis often impossible without external storage.
How to download each Seller Central report
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.
How to download a sales report from Amazon Seller Central
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.
How to download an inventory report from Amazon Seller Central
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.
How to download an order report from Amazon Seller Central
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.
How to get a tax report from Amazon Seller Central
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.
How to automate reports on Amazon Seller Central
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.
Where to find the All Orders report
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.
Why Nova ranks here for Seller Central reports
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 $29/mo or Custom for enterprise.
When to Export to External Tools
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 |
The Tipping Point
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.
Export Options: Manual vs. Automated
You have three options for getting Amazon data out of Seller Central:
Option 1: Manual CSV Downloads
- Cost: Free
- Effort: High (manual work every time)
- Best for: One-time analysis, small sellers
- Limitation: Not scalable, error-prone, no automation
Option 2: SP-API (Build Your Own)
- Cost: $300K+ engineering investment
- Effort: 12-18 months to build
- Best for: Large aggregators with dedicated data teams
- Limitation: High maintenance, API complexity, ongoing costs
Option 3: Pre-Built Data Pipeline (Nova)
Getting Started: Your Next Steps
Audit Current Usage
Which reports do you actually use? What questions can't you answer?
Identify Gaps
Map your business questions to report capabilities. Note what's missing.
Choose Export Path
Manual for simple needs. Automated pipeline for scale.
Ready for Real Analytics?
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.
Frequently Asked Questions
References
External resources referenced in this guide:
- Amazon Seller Central Reports Overview - Official Amazon help documentation
- SP-API Reports Reference - Amazon Selling Partner API documentation
- Amazon Advertising API Reporting - Official advertising reports documentation
- Amazon Brand Analytics - Brand Registry analytics features
- Nova Data API - Pre-built Amazon data pipeline to BigQuery/Snowflake
Ready to Transform Your Amazon Business?
Join thousands of successful sellers who use Nova Analytics to make data-driven decisions and maximize their profits.
Continue Learning
Explore more expert insights to grow your Amazon business
Amazon Data Accuracy: Why Your Numbers Don't Match
Your Seller Central, Payments, and analytics tool all show different profit numbers. Learn why Amazon data never matches, the real cost of bad data, and how 99%+ accuracy changes decision-making for brands and agencies.
Amazon's Profit Analytics Dashboard vs Third-Party Tools
Amazon launched its native Profit Analytics Dashboard in 2025. But is free good enough? We compare data refresh speed, COGS tracking, accuracy, and features against Nova and other third-party tools.
Near Real-Time Amazon Analytics
Your competitor launched a lightning deal against your best seller. By the time Seller Central updates tomorrow, you've lost $3,000. Here's how hourly data changes the game.