Get The Most Out of Amazon Account Optimization By Understanding Your Amazon Seller Reports

December 17, 2020
Written by Nicasio Co III
Amazon Seller Account Optimization

Understanding what Amazon seller reports are and what they mean is something that you should focus on. As a seller, it is important to check the overall health of your business every now and then. Doing so will mean that you have a thorough understanding of how these reports work. It’s also one of the best practices that you can do for your Amazon account optimization

Learning about how it works isn't the only thing that you should know. You should also be able to analyze it and apply it to your business. Every seller on Amazon has their own access to their respective reports through Seller Central. However, not every seller understands the importance of reading and interpreting these reports. This can be your primary advantage over your competitors.

What Are Amazon Business Reports?

Amazon Reports contain information about how your products, along with their respective listings, are doing. There's a lot of valuable data that you can get from these reports. You can find Advertising-Based Reports, inventory and inventory health, and fulfillment reports. You can also get your reports earnings. Focusing on these reports should be a part of your Amazon business marketing strategy.

Now, it's up to you as to how you will be able to analyze the data. A business's success will depend on how well data is analyzed and the different measures done to sell and advertise products. Basically, you're given some data to work with; now, it's up to you as to how you're going to use it. 

What's Under The Amazon Business Report?

You can access these reports through your seller account. This is located under the Reports tab. By accessing the Reports tab, you will see three types of reports that you can use. These are the Sales Dashboard, Sales & Traffic, and Detailed Page Sales and Traffic by ASIN.

Sales Dashboard

You can use the Sales Dashboard if you want to visualize an overview of how well your business is doing in terms of sales. It's easy to visualize since the data is presented through a line graph. You'll be able to instantly see the trends -- whether your sales are going up or down -- and customize the range of the report based on the time interval you choose. You can either choose to see a daily, weekly, monthly, or yearly performance.

When to use it: You can use data generated from the Sales Dashboard if you just want to see the trend. It gives you generalized information, which can also be useful when evaluating long-term performance and goals. It's also a lot easier to get information since the reports are already presented through a graph.

Sales & Traffic

If you want to see a more detailed explanation of your sales, you can find it under the Sales & Traffic tab. You will be able to see the correlation of how much traffic you're getting and how many sales you've driven from this traffic.

When to use it: If you're not satisfied with just the graph and want to see more of an in-depth data for your sales and traffic, you can opt to see the reports from this tab instead. It gives you more detailed information about your overall sales and traffic.

Detail Page Sales and Traffic

The Detail Page Sales and Traffic can be accessed by ASIN. You can access detailed information, may it be a Parent ASIN or a child ASIN. Here, you'll be able to see the sales and traffic brought about by a particular product ASIN. 

When to use it: You can use data from this reports tab to evaluate which specific products are doing well. You'll also see which sizes or colors of a particular product generates more sales and traffic compared to the others. It is through this that you can make informed decisions with regards to ordering inventory. You can focus on products that generate more sales, and consider revamping or stopping those that are lower in terms of sales.

Increase Your Success Through These Components

All Amazon sellers would want the best for their business. If you truly want to succeed in driving more sales and traffic to your product listings, there are three factors that you should focus on. These reports are: Traffic, Buy Box Percentage, and Conversion. 


If you want to view traffic, you can look at the data specified under the Traffic reports. You'll see more about which products are gaining more traction. You can use this information to further improve your marketing strategies and PPC campaigns.

The traffic you will see here will be based on the people who have viewed your listings. However, this will give you enough idea on which type of products your potential customers are interested in buying.

Buy Box Percentage

Aside from increased traffic and sales, one of your goals as a seller should be winning the Buy Box. The Buy Box is a feature that enables your products to be easily seen by viewers and add the products to their carts. Not every seller is eligible for the Buy Box feature. You can think of it as a reward for doing well on your sales and overall customer service performance.

Winning the Buy Box is all about numbers. It shows how well your understanding of your reports is and how you translate it to your marketing strategies. Once you're eligible for this feature, you'll get to see a certain Buy Box Percentage under your seller reports. 

You will have to be mindful of your Buy Box Percentage. As much as possible, you would want to retain it within a certain range. This percentage might be lowered if your product is out of stock, your customer decides to purchase the item from another seller, or your product isn't available for purchase through the Buy Box option. 


Knowing about the traffic that you generate is always good; however, you should also know how much of this traffic actually converts to sales. This is the data you can find under conversion. Through this, you'll be able to see how well you're doing as an actual seller in terms of convincing your viewers to buy from you.

Out of all the reports, this is the part that you should focus on as this will dictate your cash flow and sales. If you want to increase your conversion further, you must be able to present the product listings properly with accurate descriptions of the product. Amazon PPC and other advertising methods will also help drive your sales, too.

Lastly, you would also want your product reviews to be four stars or higher. These reviews will serve as a basis for other customers, as well. Buyers would want to base their decisions on actual people who have purchased products from your store. With that, it's very important that you also take the time to reach out to your previous clients and ask for their reviews. The more positive reviews you have on your page, the higher your chances are to convert traffic into sales. 

How These Reports Can Be Used for Your Amazon Account Optimization

Creating your Amazon account optimization strategy is more than just focusing on your listings. A huge part of it will come from analyzing how well your business reports are doing. These reports will be helpful, especially if you've been running your business for more than three months on the platform.

From these reports, you can now optimize your Amazon listings accordingly. Here are some Amazon SEO tips that you can do to make sure that you're getting the most out of your listings.

  • Analyze your reports.

The first step that you can take regarding these reports is to analyze them properly. If you're not familiar with how it works, it's completely understandable that you will have some sort of learning curve. After all, it takes time for you to be acquainted with how these reports work.

Given the nature of these reports, you will have to be number-savvy. But if you need help in interpreting these numbers, you can work with an Amazon seller account expert like Seller Interactive. In this way, you don't have to spend countless hours studying how all of it works.

  • Adjust your strategies accordingly.

There are a lot of things that you will learn from your Amazon seller account. An example is how well your sales and traffic numbers are doing. If you see that there's something off with your traffic, or you think that you're not fully getting the search volume that you should have, then you will have to optimize your Amazon listing with better keywords.

On the other hand, if you notice that you're getting good traffic, but these aren't turning into conversions, then you might have to alter something about your product. Look up what factors you can change, such as the price, packaging, or other aspects you need to improve.

Key Takeaway

As an Amazon seller, you must not only focus solely on the selling side of the business. You don't have to be the best at selling if you're already on the platform. Your product listings will do this for you. So if you need a basis regarding performance, you should check the reports generated on your Amazon seller account.

Mastery of these reports can ultimately lead to better decision-making and marketing strategies. So if you really want to be the best seller on the platform, you must set aside time and effort into understanding what these reports would mean for your business.

Do you need help with your Amazon seller account? Talk to a reputable Amazon account specialist! Schedule a call with Jenette by sending her an email at [email protected].

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