Reports

The Reports section within Seller Central provides structured data exports across sales, advertising, fulfilment, fees and operational performance. It is the analytical backbone of the account, converting marketplace activity into measurable insights.

Reports are critical because decision-making on Amazon should be data-led. Sales velocity, conversion trends, fee breakdowns, advertising efficiency and fulfilment costs are all captured within report exports. Without access to accurate reporting, optimisation becomes assumption-based rather than evidence-based.

For our clients, the Reports category supports disciplined commercial control. It enables deeper analysis than dashboard summaries alone, allowing us to validate performance trends, identify inefficiencies and model strategic adjustments grounded in actual data.

Account Health – Customer Metrics – View Access Required

Account Health – Customer Metrics provides visibility into customer experience indicators that influence Amazon’s assessment of seller performance. This includes metrics such as order defect rate, late shipment rate, pre-fulfilment cancellation rate and other service-level standards tied to customer satisfaction.

These metrics are beneficial because they directly affect account standing, Buy Box eligibility and long-term selling privileges. Even a strong sales performance can be undermined if customer service metrics deteriorate. Monitoring these indicators ensures that operational execution supports commercial growth rather than placing it at risk.

We require View-level access because the value lies in oversight and risk monitoring rather than direct execution within this interface. Access allows us to assess customer-related performance indicators, identify early warning signs and incorporate account health status into strategic decisions.

With this level of access, clients should expect:

• Ongoing monitoring of key customer experience metrics
• Identification of trends that may impact account health
• Early detection of performance deterioration
• Escalation of risks requiring operational intervention
• Alignment between customer metrics and growth activity
• Integration of account health insight into broader performance reviews

Brand Analytics – View Access Required

Brand Analytics provides access to advanced marketplace data available to Brand Registered sellers. It includes insights such as search term performance, top-clicked and top-purchased ASINs, market share data and basket analysis trends. This data offers visibility beyond individual account performance and into broader customer behaviour across Amazon.

This permission is beneficial because it enables data-led competitive analysis and opportunity identification. Understanding which search terms drive the highest purchase volume, where competitors capture click share and how customers interact with products supports stronger keyword strategy, listing optimisation and catalogue planning.

We require View-level access because the value lies in analysis and strategic interpretation rather than execution within the tool. Access allows us to download and review detailed reports, which then inform advertising targeting, content optimisation and expansion decisions.

With this level of access, clients should expect:

• Analysis of high-volume and high-conversion search terms
• Competitive benchmarking using click and purchase share data
• Identification of keyword gaps and ranking opportunities
• Insight-driven listing optimisation recommendations
• Support for product development and bundling decisions
• Strategic input integrated into growth and advertising planning

Business Reports – Edit Access Required

Business Reports provide detailed sales and traffic data across the account, including sessions, unit session percentage, ordered product sales, page views and other metrics at ASIN level. These reports convert marketplace activity into measurable performance indicators.

This permission is beneficial because growth on Amazon must be assessed beyond revenue alone. Traffic levels, conversion rate and session trends reveal whether performance changes are driven by visibility, pricing, advertising or listing quality. Business Reports allow us to diagnose root causes rather than react to surface-level sales fluctuations.

We require Edit-level access because interacting with reporting parameters, customising date ranges and exporting structured data must be managed directly within Seller Central. Access ensures we can retrieve accurate data sets for analysis, modelling and performance validation.

With this level of access, clients should expect:

• Regular analysis of traffic, conversion and revenue trends
• Identification of performance drivers and bottlenecks
• Monitoring of session and unit session percentage movements
• Alignment of sales data with advertising and pricing strategy
• Structured reporting insights where commercially relevant
• Data-led recommendations grounded in measurable performance

Custom Reports – View Access Required

Custom Reports allow sellers to generate tailored data exports based on specific filters, date ranges and performance criteria within Seller Central. Unlike standard report templates, Custom Reports provide flexibility to extract precisely the data needed for deeper analysis.

This permission is beneficial because not all performance questions can be answered through pre-set dashboards. Custom data extraction enables targeted analysis of sales trends, SKU-level performance, operational metrics and financial data aligned with specific business objectives.

We require View-level access because the value lies in generating and analysing structured data outputs rather than modifying account settings. Access enables us to create report configurations, export relevant datasets and incorporate findings into strategic decision-making.

With this level of access, clients should expect:

• Tailored data exports aligned with specific performance questions
• Targeted analysis of SKU-level or time-bound trends
• Cross-referencing of custom data with advertising, pricing and fee reports
• Deeper investigation of anomalies or performance shifts
• Insight-led recommendations grounded in detailed data
• Structured reporting support where analysis adds commercial value

Feedback – Edit Access Required

The Feedback section provides visibility and management of seller feedback left by customers about their overall buying experience. Unlike product reviews, seller feedback relates specifically to fulfilment, service quality and transaction handling. It directly influences seller rating and account health metrics.

This permission is beneficial because negative seller feedback can affect Buy Box eligibility and overall account credibility. Monitoring feedback trends allows early identification of fulfilment issues, communication gaps or operational weaknesses that may require corrective action.

We require Edit-level access because certain feedback management actions, such as requesting removal of feedback that violates Amazon policy or responding where appropriate under agreed guidelines, require operational interaction within Seller Central. View-only access would not allow us to take corrective steps when necessary.

With this level of access, clients should expect:

• Ongoing monitoring of seller feedback trends
• Identification of recurring service-related issues
• Submission of removal requests where feedback breaches policy
• Escalation of operational concerns impacting feedback ratings
• Protection of seller rating and Buy Box competitiveness
• Strategic insight to reduce preventable negative feedback

Fulfilment Reports – View Access Required

Fulfilment Reports provide detailed data on orders processed through Amazon’s fulfilment network and seller-fulfilled operations. These reports include shipment status, delivery performance, return activity, reimbursement records and operational metrics tied to order execution.

This permission is beneficial because fulfilment performance directly impacts customer satisfaction, return rates and account health. Analysing fulfilment data allows identification of delays, damaged inventory patterns, reimbursement discrepancies or recurring operational inefficiencies that may affect profitability and seller metrics.

We require View-level access because the value lies in monitoring and analysing operational performance rather than executing fulfilment actions within this interface. Access enables us to review structured data exports and incorporate fulfilment insight into broader performance assessments.

With this level of access, clients should expect:

• Analysis of fulfilment performance trends
• Identification of delivery or shipment irregularities
• Monitoring of reimbursement and adjustment patterns
• Cross-referencing fulfilment data with return and feedback trends
• Escalation of operational risks impacting account health
• Strategic recommendations to improve fulfilment efficiency

Global Selling Dashboard – View Access Required

The Global Selling Dashboard provides a consolidated overview of performance across multiple international Amazon marketplaces. It displays sales activity, operational metrics and account health indicators segmented by country, enabling centralised monitoring of cross-border activity.

This permission is beneficial because international expansion introduces complexity across currency, fulfilment, VAT and marketplace-specific performance standards. Centralised visibility allows trends to be assessed quickly, underperforming regions to be identified and growth opportunities to be prioritised.

We require View-level access because the value lies in oversight and strategic analysis rather than operational execution within the dashboard itself. Access enables us to assess international performance trends and incorporate insights into broader expansion planning.

With this level of access, clients should expect:

• Consolidated visibility across international marketplaces
• Identification of regional performance disparities
• Monitoring of sales and operational metrics by country
• Strategic input into international growth decisions
• Early detection of cross-border performance risks
• Alignment between international advertising and stock positioning

Growth Opportunities – View Access Required

Growth Opportunities provides automated recommendations within Seller Central designed to highlight potential improvements across listings, pricing, advertising and operational settings. These suggestions are generated based on Amazon’s internal data and marketplace benchmarks.

This permission is beneficial because it offers directional insight into areas that may enhance visibility, conversion or competitiveness. While not all recommendations are commercially appropriate, the tool can surface missed optimisation levers or emerging opportunities that warrant evaluation.

We require View-level access because the value lies in reviewing and assessing suggested actions rather than implementing them directly within this interface. Access enables us to analyse recommendations, validate their commercial viability and incorporate relevant insights into structured optimisation plans.

With this level of access, clients should expect:

• Review of Amazon-generated optimisation suggestions
• Commercial evaluation of recommendation relevance
• Filtering of low-value or non-strategic alerts
• Identification of actionable opportunities aligned with objectives
• Integration of relevant recommendations into broader strategy
• Clear communication where suggested actions require client approval

Operations Report – A-to-Z Guarantee Claims – Edit Access Required

The Operations Report – A-to-Z Guarantee Claims provides visibility and management capability over customer claims filed under Amazon’s A-to-Z Guarantee programme. These claims typically arise when a customer believes there has been an issue with fulfilment, delivery or product condition that was not resolved satisfactorily.

This permission is beneficial because A-to-z claims directly impact Order Defect Rate and overall account health. Unresolved or poorly handled claims can affect seller performance metrics, Buy Box eligibility and, in serious cases, account standing. Proper management protects both reputation and revenue.

We require Edit-level access because responding to claims, submitting supporting documentation and formally disputing incorrect claims must be handled directly within Seller Central. View-only access would not allow us to intervene when metrics or financial outcomes are at risk.

With this level of access, clients should expect:

• Immediate review of incoming A-to-z Guarantee claims
• Structured submission of evidence where disputes are unjustified
• Protection of Order Defect Rate where appropriate
• Monitoring of claim trends to identify recurring operational issues
• Escalation of cases requiring client input or documentation
• Strategic recommendations to reduce future claim risk