Last November, Ankit Verma from Jaipur was spending ₹40,000 a month on sponsored ads for his kitchen accessories brand. Sales were decent, but his profit margin kept shrinking. It wasn't until a fellow seller showed him the search term report inside his seller central business reports that the picture became clear. Nearly ₹11,000 of his monthly budget was going to irrelevant search terms. The data had been sitting in his dashboard the whole time.
Most Indian sellers log into Seller Central, check their order count, glance at revenue, and log out. Meanwhile, five powerful reports sit untouched — holding answers to why conversions dipped, which keywords burn money, and which products quietly rack up storage fees. This post walks you through each one and shows exactly how to use them starting this week.
Why Most Indian Sellers Ignore Their Seller Central Business Reports
The “Check Orders and Log Out” Habit
Here's what a typical morning looks like for most Amazon sellers in India. Open the Seller Central app, check how many orders came in overnight, glance at revenue, and close the app. The Reports tab feels like it belongs to accountants — not sellers just trying to move product. Ankit ran his kitchen brand for eight months using exactly this routine before another seller mentioned the reports tab at a meetup in Delhi. That's not laziness — nobody teaches Indian sellers where the real insights live.
What These Free Reports Actually Tell You
The reports covered in this post aren't just spreadsheets filled with confusing columns. They reveal which products get traffic but fail to convert, which search terms drain your ad budget without a single sale, how long your inventory has been sitting in a warehouse costing you money, and whether your account is at risk of suspension. Every one of these reports is available for free to any seller with a Professional selling plan on Amazon.in. You don't need Brand Registry, expensive tools, or a data science degree.
How to Access the Reports Tab in Seller Central
Getting to your reports is straightforward. Log into Seller Central, find the Reports tab in the top navigation, and you'll see a dropdown with several categories: Business Reports, Advertising Reports, Payments, and Fulfillment. Business Reports holds sales and traffic data. Advertising Reports holds your search term data. Fulfillment houses your inventory health information. Each report can be filtered by date range and downloaded as CSV files.
Report #1 — Detail Page Sales and Traffic Report
What the Detail Page Sales and Traffic Report Shows You
This is the single most useful report for understanding how each product in your catalogue actually performs. You'll find it under Reports → Business Reports → By ASIN → Detail Page Sales and Traffic by Child Item. The report breaks down every product by sessions (unique visitors), page views, units ordered, ordered product sales, and — most critically — the unit session percentage, which is Amazon's term for your conversion rate. It also shows your Buy Box percentage for each ASIN. If you've ever wondered why one product sells well and another just sits there, this report gives you the answer in black and white.
How to Spot Conversion Leaks Using This Report
Devi from Chennai sells an herbal hair oil that was getting solid traffic — around 1,200 sessions a month. But her unit session percentage sat at just 4.3%, well below the 10–15% range that healthy listings typically hit. The traffic wasn't the problem. Her listing was. After rewriting her bullet points to focus on specific benefits, adding A+ Content with comparison charts, and upgrading her image stack, her conversion rate climbed to 11.2% within three weeks. She didn't spend a single extra rupee on ads. The detail page sales and traffic report amazon sellers have access to told her exactly where the leak was — she just had to look.
The Buy Box Column Nobody Looks At
Most sellers scroll right past the Buy Box percentage column, but it's one of the most revealing metrics in the report. If your Buy Box percentage drops below 90%, something needs attention. It could mean a competitor is undercutting your price, your fulfilment metrics have slipped, or Amazon is rotating the Buy Box away from you. Catching a dip early gives you time to adjust pricing, check your account health, or investigate whether another seller has appeared on your listing.
Report #2 — Amazon Search Term Report in Seller Central
How to Download the Search Term Report
The amazon search term report seller central provides is tucked inside Advertising Reports. Navigate to Reports → Advertising Reports, select “Search Term” as the report type, choose your date range, and hit Request Report. Download the CSV and open it in Excel or Google Sheets. Each row shows a search term that triggered your ad, along with impressions, clicks, spend, sales, and ACoS. This is first-party data straight from Amazon — no guesswork involved.
Finding Money-Wasting Keywords in 10 Minutes
Deepak Nair from Kochi sells stainless steel water bottles through FBA. When he finally downloaded his search term report last August, he discovered that ₹12,000 of his monthly ad budget was going to terms like “steel kitchen rack,” “copper bottle ayurvedic,” and “flask for kids” — none of which matched his product. Ten minutes of filtering for high-spend, zero-sale terms gave him a list of 23 negative keywords to add. His ACoS dropped from 38% to 24% the following month without any change to his bids or budget. The money-saving potential of this single report is hard to overstate.
Harvesting Winner Keywords for Organic Listings
The search term report doesn't just show you what to cut. It also reveals what's working. Filter for terms with strong conversion rates and low ACoS — these are the keywords your customers use when they're ready to buy. Add them to your product title, bullet points, and backend search terms to boost organic rankings. This is free keyword research powered by real purchase data.
If you want a structured approach to turning your search term data into a profitable PPC strategy, our guide on how to read your search term report like a pro breaks down the complete process step by step.
Report #3 — Inventory Age and Health Report
Why Aged Inventory Costs More Than You Think
Amazon charges escalating storage fees for inventory that overstays its welcome in fulfilment centres. Products sitting beyond 181 days attract higher monthly rates, and anything past 365 days gets hit with long-term storage surcharges that can quietly devastate your margins. Many Indian sellers don't discover these fees until they notice unexplained deductions in their payment summaries. The amazon inventory age report helps you spot slow-moving stock before the fees pile up. You'll find it under Reports → Fulfillment → Inventory → Inventory Health. For a deeper look at managing these costs, check out our guide on handling long-term storage fees in Amazon warehouses.
Reading the Sell-Through Rate Column
The sell-through rate column tells you whether your inventory is moving fast enough relative to how much you've sent in. If the number falls below Amazon's recommended threshold, the report flags a “Recommended Action” — typically suggesting a price reduction, promotion, or removal order. Sunita Reddy from Hyderabad found 200 units of a seasonal home décor product that had been sitting for nine months. She ran a Lightning Deal, cleared the stock in four days, and avoided roughly ₹18,000 in storage fees that would have hit the next month. A five-minute check saved her more than most sellers spend on a week of advertising.
Report #4 — Account Health Dashboard
The Metrics That Can Suspend Your Account Overnight
The seller central account health report isn't a downloadable CSV — it's a live dashboard under Performance → Account Health. But it might be the most consequential report on this list. Amazon tracks three critical metrics here: Order Defect Rate (must stay below 1%), Late Shipment Rate (below 4%), and Pre-Fulfillment Cancel Rate (below 2.5%). Breach any threshold, and Amazon can suppress your listings or suspend your account. Most sellers only discover this dashboard after receiving a warning email — by which point the damage is underway.
How Indian Sellers Can Monitor Account Health Proactively
Vikram Patel from Ahmedabad runs a mid-sized electronics accessories brand. Last March, he noticed his Order Defect Rate creeping up to 0.8% — still within limits, but trending dangerously. He traced the spike to a batch of USB cables with a faulty connector, removed the stock, and contacted affected customers before negative reviews could pile up. Within two weeks, his defect rate was back to 0.3%. If he'd waited for Amazon's warning, his account could have faced suspension. Checking this dashboard weekly takes two minutes and can save your entire business.
If you're building an Amazon business that runs on systems rather than firefighting, our 3-Day Amazon Business Training walks you through the complete framework — from product selection and listing optimisation to scaling with confidence.
Report #5 — Amazon Seller Central Sales and Traffic Report by Date
How to Check Your Sales and Traffic Report on Amazon
Most sellers default to the “By ASIN” view when they open Business Reports, but the “By Date” version tells a different story. Navigate to Reports → Business Reports → Sales and Traffic (By Date) and select your date range. This amazon seller central sales and traffic report shows total sessions, page views, orders, and conversion rate across your entire catalogue on a day-by-day basis. Export to Excel and you can build simple trend charts that reveal patterns invisible in the daily dashboard.
Spotting Seasonal Trends Before Your Competitors
Indian sellers who track traffic patterns over time gain a serious edge during peak seasons. Kavita Joshi from Lucknow sells home décor and noticed her traffic climbing three weeks before Diwali — well before most sellers ramped up ad spend. She now pre-loads inventory and launches PPC campaigns a full month before the festival, capturing early shoppers while CPCs are still low. The same applies to Raksha Bandhan, Prime Day, and back-to-school season. This report turns hindsight into foresight.
How to Build a Weekly Report-Checking Habit
A Simple Weekly Amazon Reports Checklist for Indian Sellers
The reports in this guide are only useful if you check them consistently. Here's a simple routine that takes about 30 minutes a week:
- Monday: Download your search term report and add negative keywords. Check your account health dashboard for any metric changes.
- Wednesday: Review your detail page sales and traffic report. Note any ASINs with dropping conversion rates or Buy Box percentage.
- Friday: Open the sales and traffic report by date and compare this week's numbers against last week. Check the inventory age report for anything approaching the 181-day mark.
The consistency matters more than the depth. Even a quick scan catches problems early and keeps you making decisions based on data rather than gut feeling.
Free Amazon Seller Tools That Help You Read Reports Faster
You don't need paid software to make sense of these reports. Excel pivot tables let you sort search terms by spend or conversion in seconds. Google Sheets works for building weekly trend trackers. Amazon's own Seller University has short tutorials on reading each report — all available for free inside Seller Central. The free amazon seller tools built into the platform are more than enough to get started. Add a paid analytics tool later if you scale, but don't let its absence stop you from using the data already there. For a broader view of which numbers matter most, our article on key metrics to monitor in Seller Central ties everything together.
FAQ
How do I access business reports in Amazon Seller Central?
Log into Seller Central and click the Reports tab in the top navigation. Select Business Reports from the dropdown. You'll land on the Sales Dashboard, with specific report types listed on the left side. All professional sellers on Amazon.in have access — no additional registration or fees required.
What reports are available for free in Amazon Seller Central?
Every seller with a Professional selling plan gets access to Business Reports (sales, traffic, and conversion data), Advertising Reports (search term and campaign performance), Fulfillment Reports (inventory health, returns, and storage), and Payment Reports (transactions, fees, and settlements). Brand-registered sellers also get Brand Analytics with additional keyword and competitor insights.
How do I check my sales and traffic report on Amazon?
Go to Reports → Business Reports → Sales and Traffic. You can view data “By Date” for overall trends or “By ASIN” for product-level detail. Set your preferred date range, and Amazon displays sessions, page views, orders, conversion rates, and Buy Box percentages. Export to CSV for deeper analysis in Excel.
What is the Detail Page Sales and Traffic report on Amazon?
This report breaks down performance metrics for each individual product (ASIN) in your catalogue. Key columns include sessions, page views, unit session percentage (conversion rate), ordered product sales, and Buy Box percentage. It's the fastest way to identify which listings convert well and which need optimisation.
How do I download the search term report from Seller Central?
Navigate to Reports → Advertising Reports, select “Search Term” as the report type, set your date range, and click Request Report. The file generates as a CSV. Each row shows a search query that triggered your ad, along with impressions, clicks, spend, and sales.
Do I need Brand Registry to access all Seller Central reports?
No. Business Reports, Advertising Reports, Fulfillment Reports, and Payment Reports are all available to any Professional seller. Brand Registry unlocks Brand Analytics, which includes the Search Query Performance report and competitor comparison tools — useful, but not required for the five reports covered in this post.
How often should I check my Amazon Seller Central reports?
A weekly check is the minimum for staying on top of your business. Serious sellers review their search term report and account health on Mondays, product-level performance mid-week, and weekly trends on Fridays. During peak seasons or after launching new products, daily checks on traffic and conversion reports are worthwhile.
Can I access Seller Central reports on mobile?
The Amazon Seller app provides a simplified dashboard with order and sales summaries. However, detailed reports like the search term report and inventory age report require the desktop version of Seller Central for full access and CSV downloads. Use your laptop for the weekly report routine and the app for quick daily checks.
Conclusion
You don't need expensive analytics subscriptions to run a smarter Amazon business. The five reports covered in this post — detail page sales and traffic, search term report, inventory age, account health, and sales and traffic by date — are already sitting inside your Seller Central account. They're free, updated regularly, and hold the kind of insights that separate sellers who grow from those who guess. Start with one report this week. Build the habit. Let data replace instinct, and you'll start catching problems before they cost you money.
If you're ready to go beyond reports and build a complete, data-driven Amazon business from product selection to profitable scaling, our 3-Day Amazon Business Training gives you the full system. Your margins — and your peace of mind — will thank you.