Quick answer: The Sales and Traffic report holds sessions, page views, Unit Session Percentage (conversion), Buy Box percentage, units, and ordered product sales. It comes in a "By Date" view for account trends and a "By ASIN" view for per-listing work, and the two won't reconcile to the penny because they're deduplicated and rounded differently.
Most of the metrics sellers argue about — conversion, Buy Box share, traffic — trace back to one report. It sits in Seller Central under Reports and Business Reports, and the same data flows through the Selling Partner API as a JSON document. Knowing how it's structured saves a lot of time chasing discrepancies that were never real.
The two views are the same data, sliced differently
On the left of Business Reports you'll see Sales Dashboard, then a By Date group and a By ASIN group. The By Date reports (Sales and Traffic, Detail Page Sales and Traffic) aggregate everything to a daily total for the whole account. The By ASIN reports break the same fields out per listing.
They answer different questions. By Date tells you whether the account is up or down and when a shift started. By ASIN tells you which listings caused it. Reaching for the wrong one is a common way to waste an afternoon — an account-wide dip is invisible as a cause until you pull the ASIN view and see that three listings account for the whole move.
Field by field, and where each one bites
Sessions and Page Views: visits versus page loads. Sessions are deduplicated within 24 hours; page views aren't. Conversion is calculated on sessions. If you're unsure which to use where, the sessions vs page views breakdown covers it.
Unit Session Percentage: units ordered divided by sessions — Amazon's conversion rate. There's also Unit Session Percentage – B2B for Amazon Business buyers only. A listing with real B2B traffic can have a very different blended versus B2B conversion rate, and the report shows both if you scroll right.
Featured Offer (Buy Box) Percentage: the share of page views where your offer held the Featured Offer slot. This is page-view weighted within the ASIN, and it's a your-account number — it doesn't tell you who won the box when you lost it. It also lags the actual event by roughly a day, so a competitor's morning price cut shows up tomorrow. When a specific ASIN's number drops, the Buy Box diagnostic checklist is the faster path than staring at the report.
Units Ordered and Ordered Product Sales: ordered, not shipped, and gross of returns and cancellations. This is why the report's revenue rarely matches a payments or settlement report — different definitions, different timing. That mismatch is normal and expected.
Total Order Items: order lines, not units. Two of the same item in one order is one order item, two units.
Why the By Date and By ASIN totals drift apart
Add up every ASIN's sessions for a day and you often won't hit the By Date sessions figure exactly. Two reasons. First, sessions are deduplicated per scope: a shopper who views three of your ASINs in one visit counts as one account session but as a session on each of the three ASINs. Second, the By ASIN view only lists ASINs with activity, and low-activity rows can be rounded or omitted. The drift is usually a percent or two. If it's large, something else is going on — a date-range or time-zone mismatch is the usual culprit.
The SKU gap
The By ASIN view is keyed to parentAsin, childAsin, and the marketplace — not to your SKU. Sellers who list one ASIN under multiple SKUs (a bundle and a single, two conditions, a replen and a clearance SKU) can't split traffic or conversion between those SKUs from this report at all. The workaround is to pull an inventory or listings report, build an ASIN-to-SKU map, and join it yourself. One operator running about 30 multi-SKU ASINs kept a small lookup sheet for exactly this, because the alternative was guessing which SKU a conversion problem lived on.
A workable weekly routine
Pull By Date first, weekly, and look at sessions, conversion, and Buy Box percentage as trend lines, not single points — the data restates for a day or two after the fact. When a line moves, switch to By ASIN for that window, sort by sessions, and read the top 20 rows: those are where account-level moves are actually made. Everything below the top of that list is usually rounding and noise. For the market context around your own numbers — what shoppers searched to reach you, how you rank on those terms — that's a different report, covered in Business Reports vs Brand Analytics.
EcomSanity reads the Sales and Traffic report through the API and presents it per ASIN with sessions, session-weighted Buy Box percentage, conversion, and units in one view — including the ASIN-to-SKU mapping the raw report leaves out. See how a blended Buy Box percentage hides the real story.
Frequently asked questions
Where do I find the Sales and Traffic report?
In Seller Central under Reports, then Business Reports. The 'By Date' and 'By ASIN' views on the left side are both slices of the same underlying Sales and Traffic dataset, which is also available through the Selling Partner API.
Why don't the By Date and By ASIN totals always match?
The By ASIN view only includes ASINs that had activity, and rounding plus the way sessions are deduplicated per ASIN versus per account means the two views can differ by a small margin. Use By Date for account trends and By ASIN for per-listing diagnosis.
Does the Sales and Traffic report include SKU-level data?
No. The By ASIN view is keyed to parent and child ASIN, not to seller SKU, so if you run multiple SKUs on one ASIN you have to map them yourself from an inventory report.