Analytics · Intermediate · 3 min read · 7 steps
How to read Amazon Business Reports: sessions, page views and Unit Session Percentage
Business Reports is the closest thing Seller Central has to an honest mirror. It's also a mirror with labels that sound alike and mean different things.
Here's how to read the traffic and conversion columns without arguing with them.
Part 01
Step by step
7 steps, in the order Seller Central asks for them.
- 01Open Business Reports
Select Reports from the Seller Central main menu, then Business Reports. You land on the Sales dashboard; the detailed reports sit in the Business Reports section of the left-hand menu.
- 02Pick a By ASIN report
Detail Page Sales and Traffic By Child Item shows single variations. By Parent Item groups a variation family. By date reports show daily, weekly or monthly totals.
- 03Read Sessions
Visits to your product detail pages within a 24-hour period. Storefront and browse node visits don't count.
- 04Read Page Views next to it
Every load of your pages counts, so page views can run higher than sessions. A child ASIN visit doesn't also count for its parent.
- 05Do the division
Unit Session Percentage is units ordered divided by sessions, as a percentage. It counts units, so one shopper buying four is four units against one session.
- 06Check Featured Offer percentage before blaming the listing
It's the share of page views where your offer was the one in the Featured Offer. It drops below 100% when the sale would go to another seller or your product wasn't available through it.
- 07Compare like with like, then download
Same Week Last Year matches ISO week numbers, not calendar dates. Download any Business Reports page as a .csv; Amazon keeps up to two years of data.
Sources: Seller Central Help, Business Reports glossary, Sell on Amazon, Amazon business reports
Part 02 Calculator
Try the numbers: Unit Session Percentage checker
Everything runs in your browser. Nothing you type leaves this page.
Part 03
The picture
The same facts, drawn. Each chart links to the Amazon page it comes from.
- Page viewsevery load of your detail pages
- Sessionsone visit, all activity in 24 hours
- Units orderedwhat customers bought
A diagram, not data. Widths show the usual order of the numbers, not real proportions.
Source: Seller Central Help, Business Reports glossary
Data desk by XENA IntelligenceSource: Seller Central Help, Business Reports glossary
Data desk by XENA IntelligencePart 04
Tricks the help page buries
The lines in Amazon's own documentation that most sellers scroll past.
- 1Same report name, different math
In Detail Page Sales and Traffic, page views are summed only for days with sales on the ASIN. In the By Child Item version they're summed for the whole range. Compare the two and one will look wrong. Neither is.
- 2Units, not orders
Multipacks and bulk buyers inflate Unit Session Percentage. Order Item Session Percentage divides order items by sessions instead, which is the steadier number for those products.
- 3B2B has its own columns
Labels ending in B2B count Amazon Business customers only. Labels without it include both business and consumer data.
- 4Reports refresh at different speeds
By date reports update hourly with recent data; others update daily. Numbers that disagree for a few hours are usually timing, not a bug.
Part 05
Questions sellers ask
Tap a question to open it.
What is Unit Session Percentage on Amazon?
It's Amazon's conversion number in Business Reports: the units customers ordered divided by the sessions on your product detail pages for the same period, shown as a percentage. Because it counts units, a shopper who buys several units in one visit raises it more than one who buys one.
Why are my page views higher than my sessions?
Because one shopper can load your pages several times in a single visit. Amazon counts each load as a page view and all activity within 24 hours as one session, so page views are normally the bigger number.
Do Brand Store visits count as sessions in Business Reports?
No. Amazon says storefront and browse node visits aren't counted as sessions or page views in Business Reports. Only visits to your product detail pages count, and visiting a child ASIN doesn't also count as a visit to its parent.
How far back does Amazon Business Reports data go?
Up to two years, according to Amazon. You can download any Business Reports page as a .csv; tick specific rows to export just those, or leave every box unchecked to download everything.
Sources
Every fact above comes from these Amazon pages, opened on . Amazon updates them; if a step looks different in your account, trust Seller Central.