I've audited 200+ Amazon accounts. I open the same 3 reports every time I spend
By Robert Prime · March 4, 2026 · Curated by George's Blog
I've audited 200+ Amazon accounts. I open the same 3 reports every time
I spend half my life building AI workflows and crunching data across 70+ client accounts.
But when I audit a new Seller Central account, I open three reports. None of them require AI.
✅ First: the Child ASIN report, last 30 days.
Conversion rate, sessions, buy box %, B2B sales. That's the whole health check in one view.
✅ Second: the Advertising report.
Overall metrics, campaign structure, where the money's actually going.
✅ Third: the Product Targeting report. It's not perfect, but it tells me which SKUs the business is actually putting budget behind.
Yes, account health matters. Inventory matters. But these three reports answer the question that actually drives growth:
❓ Are you sending traffic to the right products?
I'm benchmarking the brand's overall conversion rate. Then I'm hunting for two things:
→ High sessions, low conversion (something's broken)
→ Low traffic, high conversion (something's being ignored)
Then I check whether the ad spend matches what the data is screaming at me.
90% of the time it doesn't.
There are neglected ASINs converting brilliantly that have never had a penny of ad spend tested against them.
The data's not hard to find. Most people just aren't looking at it this way — they skip straight to tweaking PPC bids without understanding where the real opportunities are.
Which reports do you pull first?
I share deeper analysis in my newsletter — link in comments
p.s. Claude said he/she/it/them would pull the search query performance report.
#KISS #amazon