Amazon generates structured data sets from your account activity. Each report covers a specific area: orders, inventory, settlements, fees, reimbursements, and more. The fields on each page show exactly what data that report contains and how it is labeled in Amazon's system.
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Last updated -
June 13, 2026
What This Report Covers
✅ The Business Report tracks sessions, page views, and Buy Box percentage at the child ASIN and SKU level, giving you traffic and conversion data for every product in your account.
✅ Every metric has a parallel Amazon Business (B2B) variant, so you can measure standard consumer traffic and business buyer traffic independently.
✅ Ordered product sales, units ordered, and total order items are included per SKU for each reporting period.
The Amazon Seller Central Business Report is the primary traffic and conversion report for your account. It covers sessions, page views, Buy Box percentage, unit session rate, and ordered product sales at the SKU and child ASIN level. Every metric is split into a standard variant and an Amazon Business (B2B) variant.
Supported Fields
What Sellers Use This For
Conversion rate by SKU. unitSessionPercentage shows which SKUs are turning traffic into orders and which are losing sessions without converting. Comparing this across your SKUs surfaces where your listing is dropping the sale.
Buy Box hold rate. buyBoxPercentage and buyBoxPercentageB2B show what share of page views your offer captured the Buy Box. A drop here typically precedes a drop in orderedProductSales.amount.
B2B channel performance. Every traffic and conversion metric has a B2B variant: sessionsB2B, unitsOrderedB2B, orderedProductSalesB2B.amount. If you sell to business buyers, these fields let you measure that channel independently instead of folding it into your overall numbers.
Traffic source breakdown. mobileAppPageViews, browserPageViews, and their combined total in pageViews show where your traffic originates. Sessions from the app versus browser can inform how you prioritize listing content.
How Gorilla ROI Pulls This Data
Gorilla ROI connects to the Amazon SP-API ReportsAPI using the GET_SALES_AND_TRAFFIC_REPORT report type. Data updates automatically on a regular schedule. No csv exports. No manual downloads. The numbers are current the moment you open the sheet. Feed AI with our data to stay on top and ahead of your business.
For field definitions, see the Amazon Seller Data Supported article in our help center.
Other Amazon SP-API Reports and Fields
This data is available through our Amazon Seller Central Reports
Frequently
Asked Questions
What is a Seller Central report?
Where does Gorilla ROI get this data?
We pull directly from Amazon's Selling Partner API. No third-party intermediaries. No manual csv exports. The data comes from Amazon's own reporting infrastructure, the same source Seller Central uses to generate your reports.
How current is the data once it's connected?
Data refreshes automatically on a regular schedule. The exact cadence varies by report type based on how frequently Amazon makes that data available through the API.
Do I need to download anything or export from Seller Central?
No. Once connected, your account data pulls automatically. There are no csv files to export, no manual steps, and no scheduled downloads to manage.
Can I pull multiple reports at the same time?
Yes. Each report maps to a separate dataset. You can pull as many as your account supports and work with them side by side.
What does the "API" column in the field table mean?
It identifies which Amazon SP-API endpoint provides that data. Different report types pull from different APIs: the Reports API, Orders API, FBA Inventory API, Product Pricing API, and others. This helps you understand the data source behind each field.
Are all fields listed on each page actually available in my account?
Field availability depends on your seller account type and the marketplaces you sell in. FBA-specific fields, for example, are not available to FBM-only accounts. The fields listed reflect what Amazon exposes through the API for that report.
What if I don't see a report I need?
Check the data-supported page for the full list of reports we pull. If the report you need is not there, contact our support team. We add reports based on seller demand.
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