Seller Central has many reports and several of them disagree. These guides explain what each report measures, why totals differ between them, and which metrics deserve a place on your weekly review.
Business Reports show your own account's traffic and conversion, daily. Brand Analytics shows rounded market-level demand, weekly. They're not supposed to reconcile.
The Sales and Traffic report is where sessions, conversion, and Buy Box percentage actually live. Here's how its two views differ and which fields quietly mislead.
A sales report answers demand, a settlement report answers money movement, and an inventory ledger answers balance changes. Mixing them up causes confusion.
Order reports lag about 30 minutes, ad sales take hours, Brand Analytics up to 72 hours, and FBA inventory up to 24 hours. There is no single refresh time.
The Sales Dashboard, Business Reports, Payments, and Ads show different totals because they measure different events on different timelines, not broken reports.
The formulas behind units ordered, sessions, unit session percentage, Featured Offer percentage, ACOS, TACOS, days of inventory, and return rate, read together.