Amazon’s recent Seller Central redesign has moved or hidden the Business Reports section for many sellers, creating confusion about how to access critical sales data by SKU. This is a common pain point during navigation overhauls — knowing where to find your core reporting tools is essential to daily operations.
What Changed
- The Business Reports section appears to have been relocated or de-emphasized in Amazon’s new navigation structure
- Sellers are having trouble locating the sales-by-SKU reporting view they rely on for inventory and performance tracking
- This affects core analytics workflows that inform pricing, reorder, and profitability decisions
How to Locate Business Reports
- In the new Seller Central layout, Business Reports is typically found under the Analytics or Reports menu (exact location varies by region and account type)
- If you cannot find it in the top navigation, check the sidebar or use the search function within Seller Central
- Bookmark the direct URL once you locate it to save navigation time in future sessions
- If the section remains unavailable, contact Amazon Seller Support — this may indicate a phased rollout or account-specific limitation
How Squatio helps
While Amazon’s native Business Reports remain the source of truth for your official sales data, Squatio Decode (ASIN lookup, listing visibility & Sentiment IQ review analysis) lets you quickly look up performance metrics and visibility data for individual ASINs without navigating Seller Central’s reports section every time. For broader SKU performance tracking and sourcing decisions, Prospect (Product Database) gives you a unified view of your inventory and sales trends, reducing your dependency on Seller Central’s reporting UI during navigation transitions.
Have you found the Business Reports section in the new layout yet, or are you still seeing it missing from your account?
Source: Reddit