Amazon is retiring Business Reports by the end of 2026. Amazon is transitioning
By Pratyay A · November 13, 2026 · Curated by George's Blog
Amazon is retiring Business Reports by the end of 2026.
Amazon is transitioning from Business Reports to Custom Analytics, marking another step towards a more centralized and flexible reporting experience within Seller Central.
After comparing both interfaces, Custom Analytics offers clear advantages in terms of reporting flexibility, expanded metrics, data visualisation, and dashboard customisation.
However, the transition also highlights an important consideration: reporting efficiency is not just about the availability of more data, but also how easily that data can be accessed, interpreted, and used for decision-making.
Custom Analytics has strong potential, but there is still room to improve its overall usability and navigation.
It will be interesting to see how Amazon continues to develop this experience before Business Reports is fully retired.
What are your thoughts on this transition?
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