How to Create a Weekly Amazon Performance Report

Learn how to build a weekly Amazon performance report by extracting sales, traffic, and PPC data from Seller Central into a Google Sheets dashboard.

August 20, 2026 By Hafiz Hamza

This guide explains how to compile a weekly e-commerce performance report by extracting sales, traffic, and advertising metrics from Amazon and entering them into a master Google Sheets dashboard. Completing this ensures you maintain an accurate, up-to-date view of your brand's cross-regional marketplace performance.

This process is intended for e-commerce managers, data analysts, or marketing teams tracking weekly marketplace KPIs. It should be performed at the beginning of each new week to capture the previous week's Amazon metrics.

Step 1: Prepare the Tracking Spreadsheet

Before pulling new metrics, set up a new column in your performance tracker.

Step #1: Open your Google Sheets reporting dashboard (file name is JL - Reporting) and navigate to the DP - Reporting tab. — Open your Google Sheets reporting dashboard (file name is JL - Reporting) and navigate to the **DP - Reporting** tab.

Step #2: Right-click the top of the most recent week's column and select Insert 1 column right. — Right-click the top of the most recent week's column and select **Insert 1 column right**.

Select the previous week's entire column and press Ctrl + C (or Cmd + C) to copy it.

Click into your newly created column and press Ctrl + V (or Cmd + V) to paste the formulas and formatting.

Step #5: Update the top date cell to reflect the new week you are reporting. — Update the top date cell to reflect the new week you are reporting.

Step 2: Extract Data from Amazon

Because Amazon fragments business metrics across different tools, you need to pull data from three distinct sources to complete the report:

Data Category	Source Location	Metrics Extracted
Sales & Traffic	Seller Central > Business Reports	Product Sales, Units Ordered, Sessions, Page Views, Refund Rate
Brand Followers	Seller Central > Stores > Manage Stores	Total Store Followers
PPC Advertising	Campaign Manager > Campaigns	Impressions, Clicks, Spend, Sales, Orders, CPC

Sales & Traffic Metrics

Step #6: In Amazon Seller Central, open the main menu and click Business Reports. — In Amazon Seller Central, open the main menu and click **Business Reports**.

Ensure the correct brand and marketplace (e.g., US) are selected in the top navigation dropdown.

Step #8: Under the Sales Dashboard section, click Sales and Traffic. — Under the Sales Dashboard section, click **Sales and Traffic**.

Step #9: Click By Week to format the table view. — Click **By Week** to format the table view.

Step #10: Use the calendar widget to select the exact start and end dates for your reporting week. — Use the calendar widget to select the exact start and end dates for your reporting week.

Step #11: Highlight the metrics for that week—including ordered product sales, units, sessions, and refund rate—and copy them. — Highlight the metrics for that week—including ordered product sales, units, sessions, and refund rate—and copy them.

Return to your Google Sheet and press Shift + Ctrl + V to paste the values without formatting into their respective rows.

Store Follower Metrics

Step #13: Back in Seller Central, open the main menu, select Stores, and click Manage Stores. — Back in Seller Central, open the main menu, select **Stores**, and click **Manage Stores**.

Locate your brand's store and click See insights.

Step #15: Find the Followers metric in the top overview section to view your total store followers as of the current date. — Find the **Followers** metric in the top overview section to view your total store followers as of the current date.

Step #16: Switch to your Google Sheet and enter the total follower count into the corresponding cell. — Switch to your Google Sheet and enter the total follower count into the corresponding cell.

PPC Advertising Metrics

Step #17: In the Seller Central menu, go to the Advertising section and click Campaign Manager. — In the Seller Central menu, go to the Advertising section and click **Campaign Manager**.

Step #18: Click on Campaigns in the sidebar to view campaign performance. — Click on **Campaigns** in the sidebar to view campaign performance.

Step #19: Open the country filter, select your target marketplace (e.g., United States), and uncheck all others. — Open the country filter, select your target marketplace (e.g., United States), and uncheck all others.

Step #20: Click the date range selector and define the exact start and end dates of the week. — Click the date range selector and define the exact start and end dates of the week.

Step #21: Locate the aggregate performance row at the bottom of the campaigns table to find total Impressions, Clicks, Spend, Sales, and Orders. — Locate the aggregate performance row at the bottom of the campaigns table to find total Impressions, Clicks, Spend, Sales, and Orders.

Step #22: Copy these totals and use Shift + Ctrl + V to paste them into the PPC section of your Google Sheet. — Copy these totals and use `Shift + Ctrl + V` to paste them into the PPC section of your Google Sheet.

Step #23: Verify that your spreadsheet's pre-configured formulas automatically calculate the remaining performance metrics, such as CTR and CPC. — Verify that your spreadsheet's pre-configured formulas automatically calculate the remaining performance metrics, such as CTR and CPC.

When reporting on multiple regions, you must reset your data pull for the next market.

Step #24: Use the global marketplace dropdown in Seller Central to switch to your next region (e.g., Canada) and repeat the entire extraction process for that market's metrics. — Use the global marketplace dropdown in Seller Central to switch to your next region (e.g., Canada) and repeat the entire extraction process for that market's metrics.

Q: Why is it important to check the selected marketplace before copying data?

A: The data changes entirely depending on the regional marketplace (e.g., US vs. Canada). Pulling metrics without verifying the active marketplace will result in reporting inaccurate data for your target region.

Q: Do I need to manually calculate my Click-Through Rate (CTR) and Cost Per Click (CPC)?

A: No, when you paste your primary metrics like impressions, clicks, spend, and sales, your Google Sheet formulas will automatically calculate composite metrics like CTR and CPC.

Term	Definition
PPC (Pay-Per-Click)	An advertising model where you pay a fee each time one of your ads is clicked.
CPC (Cost Per Click)	The average amount paid for a single click on an advertisement.
CTR (Click-Through Rate)	The percentage of people who click an ad after seeing it.
Sessions	The number of unique visits to your product pages by users within a given timeframe.

How to Create a Weekly Amazon Performance Report

Learn how to build a weekly Amazon performance report by extracting sales, traffic, and PPC data from Seller Central into a Google Sheets dashboard.

August 20, 2026 By Hafiz Hamza

Step 1: Prepare the Tracking Spreadsheet

Before pulling new metrics, set up a new column in your performance tracker.

Select the previous week's entire column and press Ctrl + C (or Cmd + C) to copy it.

Click into your newly created column and press Ctrl + V (or Cmd + V) to paste the formulas and formatting.

Step 2: Extract Data from Amazon

Because Amazon fragments business metrics across different tools, you need to pull data from three distinct sources to complete the report:

Data Category	Source Location	Metrics Extracted
Sales & Traffic	Seller Central > Business Reports	Product Sales, Units Ordered, Sessions, Page Views, Refund Rate
Brand Followers	Seller Central > Stores > Manage Stores	Total Store Followers
PPC Advertising	Campaign Manager > Campaigns	Impressions, Clicks, Spend, Sales, Orders, CPC

Sales & Traffic Metrics

Ensure the correct brand and marketplace (e.g., US) are selected in the top navigation dropdown.

Return to your Google Sheet and press Shift + Ctrl + V to paste the values without formatting into their respective rows.

Store Follower Metrics

Locate your brand's store and click See insights.

PPC Advertising Metrics

When reporting on multiple regions, you must reset your data pull for the next market.

Q: Why is it important to check the selected marketplace before copying data?

Q: Do I need to manually calculate my Click-Through Rate (CTR) and Cost Per Click (CPC)?

A: No, when you paste your primary metrics like impressions, clicks, spend, and sales, your Google Sheet formulas will automatically calculate composite metrics like CTR and CPC.

Term	Definition
PPC (Pay-Per-Click)	An advertising model where you pay a fee each time one of your ads is clicked.
CPC (Cost Per Click)	The average amount paid for a single click on an advertisement.
CTR (Click-Through Rate)	The percentage of people who click an ad after seeing it.
Sessions	The number of unique visits to your product pages by users within a given timeframe.