The Amazon Business Report, by ASIN.

What the file contains.

One row per ASIN for the period, covering the traffic side of the business rather than the advertising side: sessions, page views, unit session percentage, Featured Offer (Buy Box) percentage, units ordered and ordered product sales.

It is the closest thing Amazon publishes to a daily diagnostic, because it separates the two reasons a product is not selling. Low sessions means nobody is finding it — a ranking, advertising or listing-visibility problem. High sessions with a low unit session percentage means people find it and decline to buy — a price, image, review or content problem. Those need opposite responses, and no advertising report can tell them apart.

Featured Offer percentage is the third dimension and the one most often skipped. A product losing the Buy Box converts traffic it is still paying to acquire, so a sudden conversion drop with steady sessions is very often a Buy Box problem rather than a listing one.

What it can tell you.

• Which ASINs carry the revenue, and how concentrated that is
• Whether a product's problem is traffic or conversion
• Which listings are losing the Featured Offer and how much traffic that wastes
• Which ASINs have enough sessions to be worth optimising at all

Columns worth understanding.

Sessions

Visits, deduplicated within 24 hours — not page views. The denominator for conversion.

Unit Session Percentage

Units ordered divided by sessions. Amazon's conversion rate, and it counts units rather than orders, so multi-unit purchases inflate it.

Featured Offer (Buy Box) Percentage

Share of page views where you held the Buy Box. Below 100% on your own listing means someone is competing for it.

How to export it.

1. 01Login to Amazon Seller Central
2. 02Navigate to Reports
3. 03Click Business Reports
4. 04Select By ASIN
5. 05Under By ASIN, choose Detail Page Sales and Traffic
6. 06Select your required Date Range
7. 07Click Apply
8. 08Click Download
9. 09Upload the downloaded CSV/XLSX file here.

You end up with a CSV / XLSX file.

Where reading it goes wrong.

1. 01

   Reading conversion without checking Buy Box share

   A drop in unit session percentage on a listing whose Featured Offer share also dropped is not a conversion problem — the traffic arrived and could not buy from you. Fixing the images would waste a week.

2. 02

   Optimising ASINs with negligible sessions

   A product with forty sessions a month has no statistically meaningful conversion rate. Its problem is discovery, and rewriting the bullet points will not change that.

Reports to pull alongside it.

• Amazon Business Report (By Date)Daily business performance, traffic, conversion & B2B insights from the Sales and Traffic by Date export — with a 7-sheet Excel analytics workbook.
• Amazon Sales by GeographyZone, state, and city performance from your All Orders report — where your sales actually come from.