Amazon's Detail Page Sales and Traffic report tells you how many people visited each of your product pages, how many units they ordered, and what those orders were worth, for a date range you choose. It is a traffic and conversion report. It says nothing about what Amazon charged you, what the units cost, what you spent on ads, or what came back as refunds. Read it for the question it answers, which is "are people finding this product and buying it," and go elsewhere for "is this product making money."
You reach it in Seller Central under Reports, then Business Reports. Per Amazon's own guide on sell.amazon.com, the reports split into By Date views (Sales and Traffic, Detail Page Sales and Traffic, Seller Performance) and By ASIN views (Detail Page Sales and Traffic, and the same by Parent Item and by Child Item). The By Date reports update hourly, data is available for up to two years, and any report page downloads as a CSV. The Seller Central glossary (login required) holds the formal definition of each column.
Definitions below follow Amazon's descriptions on sell.amazon.com and in Amazon staff posts on the Seller Central forums.
Sessions. Visits to your product detail pages within a 24-hour period. One shopper who opens the page, leaves, and comes back the same day is one session. Sessions are the traffic count.
Page views. The number of times your pages were viewed. One session can produce several page views, so page views are always at or above sessions. A high ratio of page views to sessions means shoppers are moving between your pages or returning to the same one.
Session percentage and page view percentage. Share-of-catalog columns: each ASIN's sessions or page views expressed as a share of the total across your catalog for the period. Use them to see which listings carry your traffic. The formal definitions are in the Seller Central glossary.
Featured offer percentage. Amazon's current name for what the forums still call Buy Box percentage: the share of page views on which your offer was the featured offer. When another seller on the same listing holds the featured offer, the session still counts as traffic to the page, but the sale, if any, goes to them. A falling number here is a pricing or performance signal, and Amazon's own staff guidance says to check pricing, shipping speed, and seller metrics when it drops.
Units ordered. The number of units customers ordered in the period. Ordered, not shipped and not paid; cancellations and later refunds do not reduce it.
Unit session percentage. Units ordered divided by sessions, expressed as a percentage. This is the conversion rate, and it is the single most watched column in the report. A low number points at price, images, reviews, or listing quality; a high number with low sessions points at traffic.
Ordered product sales. The revenue value of units ordered, at the price the customer paid. Gross, before any fee, and before any refund.
The B2B variants of the conversion columns carry a "B2B" label; the unlabeled columns include both business and consumer orders, per Amazon's business reports guide.
Illustrative numbers. Take one ASIN, a stainless pour-over kettle, in two consecutive months.
Month one
Month two
Sales fell $2,309.30, or 22.6 percent. The report lets you rule things out in order. Traffic did not fall; sessions rose 3.6 percent. Page views per session held at 1.3. Conversion fell from 7.4 to 5.5 percent, and the featured offer percentage fell 25 points in the same month. So about a quarter of the page views were now showing another seller's offer, and the units went with them. The arithmetic checks: at 71 percent featured offer share, the seller's effective sessions are about 3,089 (4,350 times 0.71), and 240 units on 3,089 sessions is 7.8 percent, in line with month one's conversion. Conversion on the seller's own offer did not break. The listing lost the featured offer.
The next step is outside the report: who took the featured offer, at what price, and whether matching it is worth the margin. The report cannot answer that, because it has no margin.
Nothing in Detail Page Sales and Traffic is a cost. There is no referral fee, no fulfillment fee, no storage fee, no advertising line, no COGS, and no refund. Ordered product sales is a gross figure at list price. A SKU can post rising units, rising sales, and a rising conversion rate in this report while losing money on every unit, and the report will look like a success.
Three specific blind spots trip sellers up.
The report counts units ordered, so a product with a 12 percent return rate shows the same units as a product with a 2 percent return rate. Refund data lives in settlement reports and the returns report, not here.
Sessions are page-level, not offer-level. On a shared listing, the traffic is the listing's traffic. Your share of it is the featured offer percentage, and your conversion on your own offer has to be derived, as above.
Ad-driven and organic sessions are mixed. A conversion rate that improved because a Sponsored Products campaign sent high-intent traffic will fall the week the campaign pauses, and this report will not say why.
The comparison of Seller Central reports against an AI analyst covers which questions each report can and cannot answer. This one answers traffic and conversion, and nothing else.
The fees, refunds, and adjustments that this report omits are in the settlement report, and the COGS is in your purchase orders. ConnectBooks reconciles each Amazon settlement into QuickBooks or Xero at the transaction level, with referral, fulfillment, storage, and refund lines posted to their own accounts against the SKU, and applies FIFO landed cost per unit. The SKU-level profit reports then show what the kettle earned in month two after the featured offer loss, which is the figure that decides whether to match the competing price.
Unit session percentage is a diagnostic, not a verdict. In a question-driven analysis, it is the column that tells you whether a sales drop is a traffic problem or a conversion problem, and featured offer percentage tells you whether the conversion problem is yours or a competing seller's. The verdict comes from putting that diagnosis next to the reconciled cost side: if the kettle's contribution margin is 27 percent, matching a $2 price cut to win back the featured offer may be worth it; if it is 9 percent, it is not. Crunch, the analytics AI inside ConnectBooks, works from the reconciled side of that pairing. It answers "why did profit on this product fall this month" from settled fees, refunds, and COGS, and it can tell you the margin left to defend the listing with. It does not read the traffic report for you. Pull sessions and conversion from Business Reports, pull margin from the books, and ask the question with both in hand.
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