Overview
The Reports page in sellerboard (found at Profit → Reports in the left navigation) is your central hub for downloading business data in spreadsheet format. Whether you need a daily profit-and-loss breakdown, a full list of orders, advertising performance metrics, or a snapshot of your inventory on a specific date, every major data set in sellerboard is available here as a downloadable file.
Reports are designed to be used alongside sellerboard’s live dashboards — they let you take your data offline, share it with team members, feed it into external tools (like Looker Studio, Power BI, or custom spreadsheets), and conduct deeper analysis than what the browser interface allows.
How the Reports Page Works
When you open the Reports page, you see a list of all available report types. Each report is shown with its name and a short description. Clicking any report expands a configuration panel where you choose your parameters before downloading.
Common Controls
Most reports share a standard set of controls:
Date Range Picker The majority of reports require you to define a time window using a “From” and “To” date. A two-month calendar is displayed to make range selection easy. Simply click a start date and an end date — the selected range is highlighted.
File Format Every report offers two download formats:
- Excel (.xlsx) — The default. Best for most users who want a formatted spreadsheet they can open directly in Microsoft Excel or Google Sheets.
- .CSV — A plain comma-separated text file. Best for importing data into databases, BI tools, or custom scripts. CSV files have no formatting but are universally compatible.
Download Button Once your parameters are set, clicking Download triggers the export. A “Downloading” dialog appears indicating that your file is being prepared. For large datasets, this can take some time — the dialog will close automatically and the file will download when it is ready.
Email Notification Option If a download is taking longer than expected, sellerboard offers an option to send the file to your registered email address once it is ready (for files under 16 MB). This is useful for large date ranges or data-heavy reports — you can close the browser and come back to the file in your inbox.
Note for trial users: Reports cannot be downloaded on a free trial account. A paid sellerboard subscription is required to access any report. You can subscribe under Settings → Billing.
Report Types — Detailed Reference
1. Dashboard by Day
What it is: A day-by-day profit-and-loss export that mirrors all the metrics available in the “More” panel on the sellerboard Dashboard.
What data it contains: Each row in this report represents a single calendar day within the selected date range. For each day, the report includes the full set of Dashboard metrics:
- Sales — Total revenue from orders
- Units — Number of units sold
- Refunds — Number and value of refunded orders
- Promo — Promotional discounts applied
- Advertising cost — Total PPC spend
- Shipping costs — Inbound and outbound shipping fees
- Refund cost — Cost associated with processing returns
- Amazon fees — FBA fees, referral fees, and other Amazon charges
- Cost of goods — COGS for units sold
- Gross profit — Revenue minus direct costs
- Indirect expenses — Overhead costs (office, software, virtual assistants, etc.)
- Net profit — The bottom line after all costs
- Estimated payout — Projected Amazon disbursement
- Real ACOS — Total advertising spend divided by total sales (including organic)
- % Refunds — Refunds as a percentage of orders
- Sellable returns — Percentage of returned items re-entered into sellable inventory
- Margin — Net profit as a percentage of sales
- ROI — Return on investment
- Active subscriptions (SnS) — Active Subscribe & Save subscriptions
- Sessions — Number of customer sessions on your listings
- Unit session percentage — Conversion rate (units ordered per session)
Date selection: Date range (From/To) File formats: Excel, CSV Special option: “Show detailed breakdown of Amazon fees, refund costs and COGS”
Best used for: Analyzing daily trends, identifying specific days with unusual spikes or drops, and creating time-series charts in Excel or Google Sheets.
2. Dashboard by Month
What it is: Identical in content to the Dashboard by Day report, but each row represents a full calendar month instead of a single day.
What data it contains: All the same metrics as Dashboard by Day (Sales, Units, Refunds, Advertising cost, Shipping costs, Refund cost, Amazon fees, Cost of goods, Gross profit, Indirect expenses, Net profit, Estimated payout, Real ACOS, % Refunds, Sellable returns, Margin, ROI, Active subscriptions, Sessions, Unit session percentage), aggregated at the monthly level.
Date selection: Date range (From/To) File formats: Excel, CSV Special option: “Show detailed breakdown of Amazon fees, refund costs and COGS”
Best used for: Monthly P&L reviews, board reporting, year-over-year comparisons, and tracking long-term business trends.
3. Dashboard by Product
What it is: The most granular of the three Dashboard reports. It combines the daily breakdown of “Dashboard by Day” with a product-level breakdown, so each row represents one product on one day.
What data it contains: All the same Dashboard metrics (Sales, Units, Refunds, Advertising cost, Gross profit, Net profit, Margin, ROI, etc.), but filtered and broken out per individual product per day. This allows you to see exactly which SKU contributed what to your daily results.
Date selection: Date range (From/To) File formats: Excel, CSV Special option: “Show detailed breakdown of Amazon fees, refund costs and COGS”
Best used for: Product-level profitability analysis, identifying your most and least profitable SKUs over time, comparing product performance across days, and building product-specific P&L dashboards.
Note: This report can produce very large files if you have many products and select a wide date range, since it creates one row per product per day.
The “Show Detailed Breakdown” Option (Dashboard Reports Only)
The three Dashboard reports (by Day, by Month, by Product) share a unique optional setting:
“Show detailed breakdown of Amazon fees, refund costs and COGS”
When this checkbox is enabled, each fee category — Amazon fees, refund costs, and cost of goods — is broken out into its component parts as individual columns, rather than appearing as a single aggregated figure.
⚠️ Important warning: When you enable this option, the specific columns that appear in the file depend on the fees and cost structures present in that particular time period. If Amazon introduced a new fee type during one period but not another, the two reports will have different columns. This makes it difficult or impossible to directly merge multiple report files (e.g., one per month) in a spreadsheet tool. Only use this option if you need sub-component detail and do not plan to concatenate reports across time periods.
4. Orders
What it is: A complete line-item export of all orders placed within the selected date range.
What data it contains: Each row in this report represents one order (or one order line item), including details such as:
- Order ID and order date
- Product information (title, ASIN, SKU)
- Number of units ordered
- Sales revenue
- Coupon codes used
- Marketplace
- Customer and fulfillment details
Date selection: Date range (From/To) File formats: Excel, CSV Special option: None
Best used for: Order-level reconciliation, reviewing coupon usage, auditing specific transactions, investigating customer behavior, and feeding order data into external systems. This is the report to use when you need raw, transaction-level data rather than aggregated summaries.
5. Sales by Product/Month
What it is: A cross-tab-style report that shows sales data broken down by both product and month, making it easy to visualize trends across your catalog over time.
What data it contains: Each row represents a product, and each column (or grouping) represents a month, allowing you to see how sales for each product have trended month by month. The report includes sales volume and revenue metrics organized to support quick trend analysis.
Date selection: Date range (From/To) File formats: Excel, CSV Special option: None
Best used for: Spotting seasonal patterns, identifying products whose sales are declining before they become a serious problem, quickly comparing how different products performed in different months, and preparing sales trend presentations. The sellerboard description explicitly notes this report is designed to “analyze the sales dynamic, quickly identify trends to react on time on products, which need your attention.”
6. Advertising Performance Report
What it is: A dedicated advertising analytics export that evaluates the effectiveness of your Amazon PPC campaigns.
What data it contains: This report covers key advertising performance indicators including:
- Conversion Rate — Percentage of clicks that result in a purchase
- CPC (Cost Per Click) — Average cost for each ad click
- TACOS (Total Advertising Cost of Sale) — Ad spend as a percentage of total sales (organic + paid)
- ROAS (Return on Ad Spend) — Revenue generated per dollar spent on ads
- PPC ACOS (Advertising Cost of Sale) — Ad spend as a percentage of PPC-attributed sales
Additional metrics may include impressions, clicks, ad spend, attributed sales, and campaign-level breakdowns.
Date selection: Date range (From/To) File formats: Excel, CSV Special option: None
Best used for: Deep-diving into PPC campaign performance, identifying underperforming campaigns, benchmarking ACOS and TACOS over time, justifying or adjusting advertising budgets, and sharing advertising performance data with marketing teams or agencies.
7. Repeat Customers (by Brand)
What it is: A customer loyalty report that quantifies the share of orders coming from customers who have purchased from your brand more than once.
What data it contains: The report breaks down orders into first-time vs. repeat customers for each brand in your account. A “repeat customer” is specifically defined as a buyer who has placed more than one order for the same brand within the selected time period. Metrics include the total number of orders, the number from repeat customers, and the share/percentage of repeat customer orders.
Date selection: Date range (From/To) File formats: Excel, CSV Special option: None
Best used for: Measuring brand loyalty and customer retention, assessing the effectiveness of follow-up email campaigns (autoresponder sequences), tracking how repeat-purchase rates change over time, and understanding which brands in your account generate the most loyal customers.
8. Stock History Report
What it is: An inventory snapshot report that shows how many units of each product were in stock on a specific date.
What makes this report unique: Unlike every other date-based report, this report uses a single date (not a date range). You pick one specific date, and the report shows the inventory level at that point in time for each product across all marketplaces.
What data it contains:
- Product name, ASIN, SKU
- Marketplace
- Inventory quantity on the selected date (FBA stock, local stock, or both)
Date selection: Single date (one calendar) File formats: Excel, CSV Special option: None
Best used for: Reconstructing historical stock levels (e.g., “How many units did we have on Black Friday?”), auditing inventory records, preparing for accounting periods, validating stock figures against Amazon’s records, and investigating whether stockouts affected a particular period.
9. Cost of Goods Sold (COGS)
What it is: A report showing the cost of goods currently recorded in your sellerboard account.
What makes this report unique: This is the only report with no date selector at all. It always reflects your COGS data as it is configured in your account at the current moment. It does not show historical COGS or changes over time.
What data it contains:
- Product name, ASIN, SKU
- The cost of goods value entered in sellerboard for each product
- May include currency and marketplace information
Date selection: None (always reflects current account data) File formats: Excel, CSV Special option: None
Best used for: Auditing your COGS inputs in sellerboard, verifying that all products have accurate cost-of-goods data entered, sharing COGS data with accountants or financial analysts, and cross-referencing product costs against purchase orders.
Tip: Keeping your COGS data accurate in sellerboard is critical for all profit calculations. If a product shows incorrect net profit in the Dashboard, this report is the first place to check.
10. Refunds
What it is: A report summarizing all refunded orders, organized by product.
What data it contains: For each product, this report shows refund activity during the selected period, including:
- Product name, ASIN, SKU
- Number of refunded orders
- Refund amounts
- Grouping by product makes it easy to identify which items have the highest return rates
Date selection: Date range (From/To) File formats: Excel, CSV Special option: None
Best used for: Identifying products with high return rates, investigating return trends over specific periods (e.g., post-holiday), calculating true cost of returns for accounting purposes, and sharing refund data with suppliers or product teams to address quality issues.
Quick Reference Table
| Report | Date Selection | Excel | CSV | Detailed Breakdown Option |
| Dashboard by day | Date range | ✓ | ✓ | ✓ |
| Dashboard by month | Date range | ✓ | ✓ | ✓ |
| Dashboard by product | Date range | ✓ | ✓ | ✓ |
| Orders | Date range | ✓ | ✓ | — |
| Sales by product/month | Date range | ✓ | ✓ | — |
| Advertising Performance Report | Date range | ✓ | ✓ | — |
| Repeat customers (by brand) | Date range | ✓ | ✓ | — |
| Stock history report | Single date | ✓ | ✓ | — |
| Cost of Goods Sold | None (current) | ✓ | ✓ | — |
| Refunds | Date range | ✓ | ✓ | — |
How-To Guides
How to Download a Report
- Navigate to Profit → Reports in the left sidebar.
- Click on the report type you want. The row expands to reveal the configuration panel.
- If the report requires a date range, use the “From” and “To” calendar to select your period.
- Choose your file format: Excel or .CSV.
- (For Dashboard reports) Optionally check “Show detailed breakdown of Amazon fees, refund costs and COGS” if needed.
- Click the Download button.
- Wait for the “Downloading” dialog to close — your file will automatically save to your browser’s download location.
How to Download a Large Report Without Waiting
If your selected date range is long or you have many products, the report preparation can take several minutes.
- Click Download as normal.
- When the “Downloading” dialog appears, wait a moment to see if the file is taking longer than expected.
- Click “Email me when ready” in the dialog.
- The system will send the completed file to your registered email address (as long as the file is under 16 MB).
- You can close the browser tab — sellerboard will continue preparing the file in the background.
How to Get a Month-by-Month P&L for the Year
- Go to Reports → Dashboard by month.
- Set “From” to January 1 of the relevant year and “To” to December 31.
- Choose Excel format.
- Click Download.
- The resulting file contains one row per month with all P&L metrics — ideal for annual reviews.
How to Analyze Which Products Have the Highest Return Rates
- Go to Reports → Refunds.
- Set a date range covering the period you want to analyze (e.g., the past 3 months).
- Download in Excel format.
- Sort the spreadsheet by refund count or refund value (descending).
- Products at the top of the list are your highest-return items — review their reviews, product quality, and listing descriptions.
How to Check Your Historical Inventory Level on a Specific Date
- Go to Reports → Stock history report.
- In the single-date calendar, navigate to and click the specific date you want (e.g., the last day of a quarter for accounting).
- Choose your file format and click Download.
- The file shows the inventory quantity for every product on that exact date.
How to Audit Your COGS Data
- Go to Reports → Cost of Goods Sold.
- Select a file format (Excel is easiest for reviewing).
- Click Download.
- Review the downloaded file to ensure every product has a COGS value entered. Products with $0 or blank COGS will skew your profit calculations throughout the entire platform.
How to Use the “Detailed Breakdown” Option Correctly
- Go to any Dashboard report (by day, month, or product).
- Check the box for “Show detailed breakdown of Amazon fees, refund costs and COGS.”
- Download the report.
- Note: Only use this option when you need to see fee sub-components for a single, standalone report. Avoid enabling this if you plan to combine this file with reports from other time periods — the column structure may differ across periods.
How to Export Advertising Data for External Analysis
- Go to Reports → Advertising Performance Report.
- Select a date range matching your advertising analysis period (e.g., one month or one quarter).
- Download in CSV format if you plan to import into a BI tool, or Excel for manual review.
- The file includes Conversion Rate, CPC, TACOS, ROAS, and PPC ACOS, giving you a complete picture of ad efficiency over time.
How to Measure Customer Retention Over Time
- Go to Reports → Repeat customers (by brand).
- Run the report for Q1 of one year, then again for Q1 of the following year.
- Compare the repeat customer percentage between the two periods.
- An increasing share of repeat customers indicates improving brand loyalty; a decreasing share may point to product or experience issues.
Frequently Asked Questions (FAQs)
Q: Can I download reports as a trial user? A: No. Report downloads require an active sellerboard subscription. If you are on a free trial and try to download a report, you will see a message directing you to subscribe under Settings → Billing. All report types become available immediately upon subscribing.
Q: What is the difference between Dashboard by Day and Dashboard by Month? A: Both reports contain exactly the same set of metrics. The only difference is the level of aggregation. “Dashboard by Day” creates one row per day within your selected date range, while “Dashboard by Month” creates one row per calendar month. Use “by Day” for granular analysis and “by Month” for high-level trend review.
Q: What does the “More” menu on the Dashboard contain, and why is it referenced in the Dashboard reports? A: The “More” panel on each Dashboard tile (Today, Yesterday, Month to date, etc.) is an expandable panel that reveals the full profit-and-loss breakdown: Sales, Units, Refunds, Promo, Advertising cost, Shipping costs, Refund cost, Amazon fees, Cost of goods, Gross profit, Indirect expenses, Net profit, Estimated payout, Real ACOS, % Refunds, Sellable returns, Margin, ROI, Active subscriptions (SnS), Sessions, and Unit session percentage. The Dashboard report exports contain all of these fields, organized as columns in the spreadsheet.
Q: What is the difference between ACOS and TACOS in the Advertising Performance Report? A: ACOS (Advertising Cost of Sale) measures ad spend as a percentage of sales generated directly by ads (PPC-attributed sales only). TACOS (Total Advertising Cost of Sale) divides ad spend by total sales — both organic and ad-attributed — giving a more holistic view of advertising efficiency relative to your overall business.
Q: Why does the Stock History Report only allow a single date instead of a date range? A: Because inventory is a point-in-time measurement, not a flow. The report is designed to answer the question “how many units did I have on date X?” rather than “how did my inventory change between date A and date B?” Selecting a single date produces a clean snapshot of all products across all marketplaces at that moment.
Q: Why does the Cost of Goods Sold report have no date picker? A: The Cost of Goods Sold report reflects the COGS values currently configured in your sellerboard account — the prices you have entered for each product. It is a configuration export, not a historical transaction report. If you want to see how COGS has affected your profitability over time, use the Dashboard by Day or Dashboard by Month reports, which include COGS as part of the P&L.
Q: Should I always check “Show detailed breakdown of Amazon fees, refund costs and COGS”? A: Not necessarily. The detailed breakdown is useful when you need to see exactly which components (e.g., FBA pick & pack fee, referral fee, etc.) make up your totals. However, because Amazon may add or change fee types over time, enabling this option means reports for different periods may have different columns. This makes it hard to stack or merge files from multiple periods in a spreadsheet. Use it for one-off deep dives, but leave it unchecked when you plan to build a multi-period combined report.
Q: My report download is taking a very long time. What should I do? A: Click “Email me when ready” in the Downloading dialog. sellerboard will continue preparing the file in the background and send it to your registered email address when it is ready (files must be under 16 MB). For very large reports, consider breaking your date range into smaller segments (e.g., one quarter at a time) to reduce file preparation time.
Q: What is the maximum file size sellerboard can email to me? A: sellerboard can email you a completed report file as long as it is under 16 MB. If your report exceeds this size, you will need to download it directly via the browser, or reduce the date range to generate a smaller file.
Q: Which report should I use to find orders with specific coupon codes? A: Use the Orders report. It includes coupon code information at the individual order level, making it easy to filter or search for specific promotional codes and see how many orders used them.
Q: Can I use the Sales by Product/Month report to identify slow-moving products? A: Yes — this is one of its primary use cases. By exporting the report and sorting or filtering by product, you can quickly see which items have declining month-over-month sales and take action (e.g., adjusting pricing, running promotions, or discontinuing the product).
Q: Does the Repeat Customers report track individual customer identities? A: No. Amazon does not share personally identifiable customer information with third-party tools. The report tracks repeat purchase behavior at an anonymized or aggregate level, identifying when the same buyer ID has placed more than one order for the same brand within the reporting period, without exposing any personal customer details.
Q: Which file format should I choose — Excel or CSV? A: Choose Excel if you plan to review or analyze the report manually in a spreadsheet application, or if you want to use Excel’s built-in features like filters, pivot tables, and charts. Choose CSV if you need to import the data into a database, BI tool (e.g., Looker Studio, Tableau, Power BI), or a custom script. CSV files are smaller and universally compatible but contain no formatting.
Q: How far back can I pull data in the date range? A: sellerboard stores data from the date your account was connected to Amazon. You can pull reports covering any period from your account start date to today. Very long date ranges (multiple years) may result in larger files and longer preparation times.
Q: Is the Refunds report the same as the Money Back section? A: No. The Refunds report under Reports exports refunded orders grouped by product, primarily for accounting and analysis purposes. The Money Back section in the left sidebar is a separate tool focused on identifying reimbursement opportunities — cases where Amazon owes you money for lost or damaged inventory, incorrect fee charges, or reimbursement gaps. The two sections serve different but complementary purposes.
This article covers all report types available in sellerboard as of the current platform version. If you need help with a specific report or do not see the data you expect, contact sellerboard support through the chat icon in the bottom-right corner of the application.