marketplaceadpros Amazon Seller Central & Vendor Central Insights Guide
Use the ask_selling_partner_report_analyst tool to query Selling Partner report data. Frame questions in natural language with specific date ranges and metrics — the analyst handles the SQL.
Seller Central
Inventory Health
- Days of supply — How many days will my current stock last at my current sales rate? Which SKUs are running low?
- Stockout risk — Which products are at risk of stocking out in the next 7/14/30 days? (Provide your lead time for more accurate results.)
- Sell-through rate — Which products are selling well vs. sitting in the warehouse?
- Inbound pipeline — What inventory is currently in transit to FBA? How much is being received?
- Overstocked items — Which SKUs have more than 90 days of supply and may be incurring excess storage fees?
Reorder Planning
- Reorder points — When should I reorder each SKU? (You'll need to provide your lead time — how long from placing a PO to FBA check-in.)
- Safety stock — How much buffer inventory should I keep for each product?
- Order quantity — What's the optimal order size to balance ordering costs vs. holding costs? (You'll need to provide your cost per PO.)
Note: Reorder planning requires inputs only you know — lead times, ordering costs, and desired service level. The analyst will ask you for these.
Fee Analysis
- FBA fee breakdown — What are my estimated fees per SKU? Which products have the highest fees?
- Estimated vs. actual fees — How do Amazon's estimated fees compare to what I was actually charged in settlements?
- Fee-to-revenue ratio — What percentage of my revenue goes to Amazon fees? Which SKUs are barely profitable?
- Refunds & reimbursements — How much am I losing to refunds? What has Amazon reimbursed?
Sales & Traffic
- Top SKUs by revenue — What are my best sellers?
- Daily sales trends — How are my sales trending over the last 30/60/90 days?
- Conversion rate by ASIN — Which products convert well and which don't? Any sudden drops?
- Buy box health — Which ASINs have low buy box percentage? What might be causing it?
Search & Discovery
- Top search terms — Which search terms drive the most clicks and conversions for my products?
- Search query funnel — Where am I losing customers in the search -> click -> cart -> purchase funnel?
- Market basket — What products are frequently bought together with mine? (Cross-sell opportunities.)
- Repeat purchase rate — Which products have the most loyal customers?
Cross-Report Insights
These combine data from multiple reports for deeper analysis:
- High-converting search terms + low stock — Products customers are actively finding and buying, but that are running low. Urgent reorder signal.
- Repeat purchase + stockout risk — Products with loyal repeat buyers that are at risk of stocking out. Losing a repeat customer is more costly than losing a first-time buyer.
- Fee burden on top sellers — Are my best-selling products also my most profitable after fees?
- Slow movers with high fees — Products with low sell-through and high fee-to-revenue ratio. Candidates for price adjustment or discontinuation.
Vendor Central
Vendor Sales (sp_vendor_sales)
- Ordered vs shipped — What are my ordered units and shipped units by ASIN? Where is there a gap between what Amazon ordered and what was shipped?
- Revenue trends — How is my ordered revenue trending over the last 30/60/90 days? Which ASINs are growing or declining?
- COGS analysis — What are my cost of goods sold by ASIN? Which products have the highest COGS relative to revenue?
- Customer returns — Which ASINs have the highest return rates? Are returns increasing?
Vendor Inventory Health (sp_vendor_inventory)
- Sellable on-hand — How many sellable units does Amazon have on hand for each of my ASINs?
- Weeks of cover — Which ASINs have low weeks of cover and may stock out soon?
- Aged inventory — Which ASINs have excess or aged inventory sitting in Amazon's warehouses?
- Open purchase orders — What purchase order units are outstanding?
Vendor Traffic (sp_vendor_traffic)
- Glance views — Which ASINs are getting the most detail page views? Any sudden drops?
- Buy box percentage — Which ASINs have low buy box percentage? This affects visibility and sales.
- Traffic trends — How are my glance views trending? Any seasonal patterns?
Vendor Forecasting (sp_vendor_forecasting)
- Demand forecast — What is Amazon's predicted demand for my products by ASIN and week?
- Forecast vs actuals — How does the forecast compare to actual ordered units?
Vendor Net PPM (sp_vendor_net_ppm)
- Profitability by ASIN — What is my net pure product margin by ASIN after all costs?
- Cost breakdown — Revenue minus COGS, shipping costs, and other costs — where am I losing margin?
- Margin trends — Is my overall net PPM improving or declining over time?
Vendor Cross-Report Insights
- Low stock + high traffic — ASINs with low weeks of cover but high glance views. Urgent replenishment signal.
- High returns + declining margin — ASINs where returns are eating into profitability.
- Forecast gap — ASINs where Amazon's forecast exceeds current sellable on-hand inventory.
Note: Vendor and Seller reports must be downloaded before data is available. If the analyst says no reports are available, reports may still be processing or may need to be triggered.