Amazon business report to dashboard
Sessions, buy box and units, read as numbers not text.
Download a Detail Page Sales and Traffic report from Seller Central and drop the CSV here. Every percentage in that file is a string with a percent sign on the end, and Ordered Product Sales is a string with a currency symbol on the front, so nothing in it adds up anywhere else. This page converts all of them, keeps parent and child ASIN rows apart, and rebuilds conversion rate from the raw counts rather than averaging the percentages.
Prefer the full explorer? Open the app, or start from the generic dashboard builder.
A traffic report where every useful number is text
The Amazon business reports are the only place a seller gets Sessions and Buy Box percentage per ASIN, which makes them genuinely valuable. They are also formatted for reading rather than for computing. Session Percentage arrives as 2.14%, Featured Offer (Buy Box) Percentage as 96%, and Ordered Product Sales with a currency symbol and thousands separators baked in. Every one of those is a text cell, and a spreadsheet sums text to zero without comment.
The deeper problem is what those percentages mean. Session Percentage is this ASIN's share of all sessions in the report period, so it only sums to a hundred across the full unfiltered report. Filter to five products and the shares no longer mean anything. Unit Session Percentage is a conversion rate, and averaging conversion rates across products weights a listing with nine sessions the same as one with nine thousand. Both mistakes are extremely common and both produce numbers that look reasonable.
How to export from Amazon Seller Central
- Sign in to Seller Central Go to sellercentral.amazon.com and check the marketplace selector at the top right. Each marketplace reports separately, so a seller active in both North America and Europe needs one download per region and the currencies will differ.
- Open Reports, then Business Reports Business Reports sits under the Reports menu in the main navigation. It is a different area from Fulfillment reports and from the Payments reports, and only this one carries Sessions and Buy Box data.
- Choose Detail Page Sales and Traffic In the left sidebar under By ASIN, pick Detail Page Sales and Traffic by Child Item for listing-level detail, or by Parent Item if you want variations rolled up. Do not mix the two in one file.
- Set the date range and grouping The date picker allows a custom range, and there is a Day, Week or Month grouping control. Choose Day if you want a trend, because the weekly rollup cannot be broken back down afterwards.
- Download the CSV and drop it here Use Download, then CSV rather than the on-screen table. The percent and currency formatting comes with it, which is expected, and it is converted the moment the file lands on this page.
Business report dates follow the marketplace timezone rather than yours, so a US report is on Pacific time. That shifts the boundary of every day and matters most when you are checking whether a promotion landed.
Try with sample Amazon Seller Central data (the same columns, 96 rows, no upload needed).
What the dashboard shows
Every panel below is built from a column that is actually in the export, named the way Amazon Seller Central names it.
- Sessions and units over time. Date on the axis with traffic and orders as two series, which is the only way to tell a traffic problem apart from a conversion problem.
- Conversion rate done properly. Units Ordered divided by Sessions - Total, computed across whatever you have filtered to, rather than averaging the Unit Session Percentage column.
- Buy box exposure. Featured Offer percentage per ASIN, weighted by sessions, so a listing losing the buy box on your highest traffic product is impossible to miss.
- Revenue per session. Ordered Product Sales over Sessions - Total. Amazon does not give you this column, and it is the single most useful number in the file.
- Page views against sessions. The ratio tells you how many times a visitor came back to the same listing, which is a decent proxy for hesitation.
- Parent and child comparison. Title and Child ASIN ranked within each Parent ASIN, so you can see which size or color is carrying a variation family.
Date,(Parent) ASIN,(Child) ASIN,Title,SKU,Sessions - Total,Session Percentage,Page Views - Total,Featured Offer (Buy Box) Percentage,Units Ordered,Unit Session Percentage,Ordered Product Sales,Total Order ItemsSix things about Amazon business reports
- Percentages are strings. Session Percentage, Featured Offer (Buy Box) Percentage and Unit Session Percentage all carry a trailing percent sign, which makes them text. A spreadsheet sums them to zero and shows no error.
- Ordered Product Sales is currency text. It arrives with a symbol and thousands separators, so it is text too. That is the one money column in the file and it is unusable until the formatting is stripped.
- Session Percentage is share, not rate. It is this row's portion of total sessions across the report. Filter the file and it no longer sums to a hundred, and it never means what people assume it means, which is conversion.
- Do not average Unit Session Percentage. It is units over sessions per row. Averaging it treats a listing with nine sessions as equal to one with nine thousand. Recompute from the raw counts instead.
- Parent and child rows must not be mixed. The by Parent Item report rolls up variations. Combine it with the by Child Item report and every sale is counted twice, once at each level.
- There is no revenue per session column. You get sales and you get sessions, but the ratio that tells you which listing deserves ad spend is left for you to compute. It is also not comparable across marketplaces with different currencies.
Strip the formatting, never average a percentage, and pick one ASIN level and stay on it. What is left is the closest thing an Amazon seller has to real analytics, which is why it is worth the parsing effort.
Frequently asked questions
Why does Excel refuse to sum my Amazon report columns?
Because the values are text. Amazon writes percentages with a trailing percent sign and sales with a currency symbol, so what looks like a number is a string as far as any spreadsheet is concerned. It sums text to zero and gives you no warning. This page reads the symbol, the separators and the digits together and converts the whole column to real numbers on load.
What is the difference between Sessions and Page Views?
A session is one visit to your detail page by one shopper within a window. Page views counts every load of the page during those sessions, so one person refreshing or coming back within the same session adds views without adding a session. The ratio of views to sessions is a rough measure of how much people compare and reconsider before deciding, and it varies a lot by category.
Can I average the Unit Session Percentage column?
No, and it is one of the most common mistakes made with these reports. That column is units divided by sessions for a single row, so averaging it gives a tiny listing the same weight as your bestseller. To get a real conversion rate for any group of products, sum Units Ordered and sum Sessions - Total across the group and divide once at the end.
Should I use the parent or child item report?
Child for anything about individual listings, since that is where SKU, size and color live and where the buy box is actually won or lost. Parent when you want a variation family treated as one product for planning. Never load both into the same view, because parent rows already contain their children's numbers and combining them doubles everything silently.
Why does the report disagree with my payments report?
They measure different things. Ordered Product Sales is the value of what customers ordered on that date, before returns, cancellations, refunds and any Amazon fee. Your payments report is what settled to your bank after all of that, days later. The gap is normal. Use the business report for demand and traffic questions, and the payments report for money questions.
Is my ASIN and sales data private here?
Yes. Everything is parsed in your browser tab and nothing is transmitted. A business report is competitive information: it exposes exactly which listings carry your account, what they convert at, and where you are losing the buy box. That is not a file to paste into an unfamiliar web tool, so this page has no upload path and no account to create.
Related tools
Load an Amazon business report and see revenue per session
96 daily ASIN rows with percent strings, currency-formatted sales, a variation family and one listing quietly losing the buy box.
Open the sample Amazon Seller Central dashboard