How to Use Amazon Seller Central Reports to Grow Your Business

December 5, 2025
9 mins

How can Amazon Seller Central reports help to grow your business? The short answer is that those reports can show you exactly where to tweak pricing, inventory, and ads to unlock real, measurable growth. Most sellers underuse Seller Central reports, so if you can get comfortable with them, you’re already ahead of a lot of your competition.

In this guide, we’ll walk through the reports that matter most, how to read them quickly, and how to plug what you find into your repricing strategy so your data turns into revenue, not homework.

What are Amazon Seller Central reports?

If you sell on Amazon, Seller Central reports are your built-in analytics suite. They answer questions like which ASINs are actually driving profit, which listings are leaking traffic, and where your stock or account health might trip you up.

At a high level, you’ll work with four main report families:

Business Reports show sales and traffic by date and by ASIN, including sessions, page views, conversion rate, and Buy Box percentage. They sit under Reports → Business Reports.
Inventory reports cover FBA stock levels, age, excess inventory, and restock needs so you can keep top sellers in stock and avoid long-term storage fees.
Advertising and search term reports highlight which search terms drive clicks and orders from your Sponsored Products and other Amazon Ads campaigns.
Performance and Account Health views track Order Defect Rate (ODR), Late Shipment Rate, cancellations, and other signals that influence your Buy Box eligibility and even your ability to sell.

Once you know where these live, the real value comes from connecting what they tell you to concrete actions in your pricing and operations.

How to use Business Reports to improve pricing and conversions

Business Reports are where most growth opportunities hide in plain sight. Instead of looking at total sales only, you can see how each ASIN performs on traffic, conversion, and Buy Box share and then adjust pricing and content with data, not guesswork.

Zero in on Detail Page Sales and Traffic

The core report to live in is “Detail Page Sales and Traffic by Child Item.” It shows metrics per SKU in a single view, so you can scan for outliers.

Key columns to focus on:

Sessions show how many unique visitors landed on that SKU in your selected date range.
Page views tell you how often the page was viewed, including repeat visits.
Unit session percentage is your conversion rate, showing what share of sessions turned into orders.
Buy Box percentage shows how often your offer sat in the Buy Box when a shopper viewed the page.
Units ordered and ordered product sales show actual volume and revenue, not just traffic.

Spot where pricing is holding you back

Next, filter or sort for ASINs with:

High sessions and low unit session percentage. These listings attract plenty of visitors but fail to convert, so pricing, content, or reviews are likely off.
Good conversion but low Buy Box percentage. Here demand is strong, but you’re losing visibility because competitors hold the Buy Box more often.
Strong Buy Box percentage but low sessions. These ASINs convert well when shoppers find them, which makes them good candidates for more ad spend or SEO work.

For each pattern, ask a simple question: is this a content issue, a traffic issue, or a pricing issue? Use that answer to decide whether you should tweak copy and images, invest more in ads, or change your price bands. If you’re new to changing prices systematically, our Amazon repricing guide gives you a solid starting framework.

Around 83% of Amazon sales go through the Buy Box, and the share is even higher on mobile.

Feed report insights into your repricing strategy

This is where you connect the dots with a repricer. A simple workflow looks like this:

Take ASINs with high traffic and low conversion. Test slightly lower prices or more aggressive Buy Box targeting rules and watch how unit session percentage responds.
Take ASINs with strong conversion and Buy Box percentage. Raise your minimum prices or relax aggressive rules so you protect margin on listings that shoppers clearly love.
Take new or seasonal ASINs. Use early Business Report data to decide whether they deserve premium pricing or need sharper pricing to build momentum.

Rather than trying to react to every blip in the report, you’re using these numbers to decide where repricing rules should lean toward speed, volume, or profit.

How to use inventory reports to protect cash and avoid stockouts

Sales without inventory are wishful thinking. Inventory reports in Seller Central show which products are tying up cash in the warehouse and which ones risk running out right when you’re finally winning the Buy Box.

Use inventory health to see risk at a glance

On the FBA Inventory and Manage Inventory Health pages, Amazon groups SKUs by status: healthy, excess, aged, and unfulfillable stock. You can see days of supply, sell-through rates, and units in each age bucket, which gives you an instant view of stock risk for your catalog.

A practical approach:

Flag bestsellers that have low days of cover or are trending down in on-hand units.
Flag long-tail SKUs where units hardly move and inventory age keeps creeping up.
Watch items that will soon hit long-term storage fee thresholds or that are marked as excess.

These are the SKUs where pricing changes make the biggest financial difference, either by stopping costly stockouts or by freeing cash from slow movers.

Use pricing to manage stock, not panic discount

Inventory reports plus repricing give you a powerful lever: timing.

For fast movers that are close to stocking out, you can let your repricer lift prices slightly to stretch remaining inventory and protect the Buy Box until restock lands.
For slow movers or seasonal leftovers, you can set rules that gradually lower prices or undercut selected competitors so those units move before storage fees and write-offs bite.
For new products, you can start with conservative prices, then lean into more aggressive rules if inventory health shows strong velocity and plenty of stock.

Instead of reacting after a stockout or surprise fee, you’re using the report to nudge prices proactively so your cash is working harder for you.

How to use performance and Buy Box metrics to stay competitive

Seller Central’s performance and Account Health views aren’t glamorous, but they are critical. If metrics like Order Defect Rate or Late Shipment Rate climb too high, Amazon can restrict your ability to win the Buy Box or even suspend your account, no matter how sharp your pricing is.

Watch the metrics Amazon cares about most

Inside Account Health and the performance dashboards, keep a close eye on:

Order Defect Rate (ODR), which Amazon wants under 1%; smart sellers aim for significantly lower.
Late Shipment Rate, because Amazon flags accounts above 4%, and you should treat any spike as an early warning.
Pre-fulfillment cancellation rate, because high cancellations can indicate catalog problems, stock issues, or poor internal processes.
Policy violations and customer escalations, as these can quickly snowball into Buy Box and account health problems.

If these numbers drift in the wrong direction, you’ll see the impact later in Business Reports as lower Buy Box percentage and weaker conversion, plus more Where’s my order messages landing in your inbox.

Link performance data back to pricing and service

Performance metrics should inform how you use your repricer. For example:

If late shipments spike because your warehouse is overloaded, you may choose to ease off super-aggressive repricing for a short period so order volume stays manageable while you fix the root cause.
If negative feedback is tied to a specific ASIN, you might temporarily aim for less aggressive Buy Box rules on that SKU until you have cleaned up the listing, packaging, or supplier issues.
If your performance metrics are pristine, you can afford to price slightly above the cheapest competitor and still win substantial Buy Box time, which is exactly where good repricing tools excel.

The mindset here is to treat performance data as a constraint and a lever, not a separate world from pricing.

How to use advertising and search term reports to support your pricing

If you run Amazon Ads, your search term and campaign reports tell you which keywords and products shoppers use before they buy. That data is pure gold when you combine it with Business Reports and your pricing strategy.

Use search term reports to find offers with pricing power

Pull a Sponsored Products search term report and look for:

Campaigns or ad groups where specific search terms drive plenty of clicks and orders at a healthy advertising cost of sales (ACOS).
Search terms where your ads get clicks but few orders, which hints at a pricing or offer mismatch.
Pairs of search terms where one brings in bargain hunters and another attracts more premium buyers for the same ASIN.

Now compare that with Business Reports for those ASINs. If an ASIN converts strongly from high-intent search terms and your ACOS is under control, you may be able to raise your floor price a little and still grow profitably. If your ACOS is high and conversion is poor, there is a good chance shoppers like the idea of the product but don’t love the price.

Align pricing with shopper intent

You can then set repricing rules that respect search behavior:

For search terms that signal premium intent, you might set higher minimum prices or slower markdown rates so you don’t race to the bottom unnecessarily.
For ultra-competitive, price-sensitive search terms, you might focus on protecting margin on some SKUs and being aggressive on a smaller set of “hero” products that win volume and visibility.
For search terms where you see lots of clicks but few sales, you might dial back bids until you have tested different pricing or offers.

Your goal is simple: you want your prices and your ads to tell the same story about value.

How to turn Seller Central data into smarter repricing rules

Seller Central reports show you what is happening. Repricing software is what you use to respond quickly and consistently. Put the two together and you move from one-off price changes to a repeatable growth system.

Build a simple weekly reporting workflow

Pull the key reports, e.g. Detail Page Sales and Traffic by Child Item, your main inventory report, and an Account Health snapshot.
Scan for outliers such as SKUs with strange conversion, big Buy Box swings, or worrying stock levels.
Group ASINs into buckets such as growth opportunities, margin protectors, stock-risk items, and clearance candidates.
Log brief notes so you know which SKUs you changed and why when you review results later.

Next, map those buckets to clear rules in RepricerExpress

For ASINs with good traffic and decent conversion, use rules that target higher Buy Box share and accept slightly tighter margins to gain velocity.
For ASINs with strong conversion and Buy Box percentage, raise your minimum prices or use “price above cheapest competitor” rules to capture more profit per unit.
For SKUs with low days of cover, slow sales a little by pricing slightly above your usual competitive band until restock arrives.
For aged or excess inventory, set more aggressive rules that undercut selected competitors or aim for a lower desired margin to turn stock back into cash.

Once those rules are in place, a good repricing tool can handle the busy work of checking competitor prices, reacting to Buy Box changes, and applying your logic around the clock. Your job becomes lighter: use Seller Central reports to see when a rule needs tuning, when a SKU moves into a new bucket, and where your next experiment should start.

In a 30-week RepricerExpress case study, sellers increased average weekly sales by 143% after turning on automated repricing.

Bringing it all together

Remember:

Seller Central reports are the clearest window into how your catalog is really performing.
Business Reports highlight where pricing, traffic, and conversion are out of sync on a per-ASIN basis.
Inventory reports help you protect cash by avoiding both stockouts and expensive dead stock.
Performance metrics and Buy Box data show you the health of your long-term selling rights, not just this week’s sales.
Your repricer is most effective when it’s fed by real data from these reports, not by guesswork.

What to do next:

Block out 30 minutes each week to review Business Reports and one inventory report for your top SKUs.
Create a simple tagging system or spreadsheet to track which ASINs need growth, margin protection, or clearance.
Translate those tags into clear repricing rules inside RepricerExpress instead of making one-off price edits.
Revisit your rules every month to compare report trends with sales, profit, and Buy Box performance.
As you get comfortable, expand this workflow to more SKUs and layer in advertising and search term data.

Want help turning reports into revenue? Pairing them with a dedicated repricer is the easiest way to get there. RepricerExpress is built to plug into your existing Amazon setup and help you act on what your data already shows. If you want to see how that looks in practice, Book a free demo.

FAQs

How often should I check Amazon Seller Central reports?

For most sellers, a weekly review is the sweet spot. That gives you enough data to spot trends without drowning in day-to-day noise. You can check Account Health and any sudden drops in sales or Buy Box percentage more frequently, especially during peak seasons. High-volume or high-risk sellers might add a quick daily scan of dashboards for their top ASINs.

Which Amazon Seller Central reports are most important for pricing?

If you focus on pricing, start with the Detail Page Sales and Traffic by Child Item report, because it combines traffic, conversion, and Buy Box percentage by SKU. Add inventory reports so you can see stock levels and age, then layer in performance metrics so you understand any constraints on your Buy Box eligibility. Advertising search term reports become important once you’re running Sponsored Products at scale and want prices and ad bids to work together.

Do I still need repricing software if I use these reports?

Seller Central reports tell you what is happening; they don’t change your prices for you. If you sell a small catalog and you’re happy to adjust prices manually a few times a week, you might manage without a repricer. Once you scale to dozens or hundreds of SKUs, it becomes almost impossible to keep up with competitor changes and Buy Box rotation manually, which is where tools like RepricerExpress earn their keep.

Can smaller Amazon sellers really benefit from these reports?

Yes, smaller sellers arguably get the biggest lift because they often come from a place of limited data. Even if you sell a handful of SKUs, Business Reports will show you which products deserve more attention, and inventory reports will help you avoid stocking mistakes that tie up precious cash. Combining those insights with a lean set of repricing rules lets you compete like a larger seller without adding headcount.