Switching From Seller Central to Vendor Central: Where Your Reports Went

You have a new Vendor Central login, and you still have years of Seller Central habits. You open the console to check yesterday's sessions, your Buy Box percentage, and your conversion rate, and half of what you are looking for does not match anything on the screen. Some of it moved and picked up a new name, and some of it never made the trip. This guide maps each Seller Central habit to the place it lives in Vendor Central, and says plainly when a field does not exist there at all.

Here is the short version before the detail:

If You Came From Seller Central: The Menu Isn't Where You Left It

In Seller Central, your day-to-day numbers came from Reports > Business Reports, which splits into two groups. The By Date reports (Sales and Traffic by Date, Seller Performance by Date) show your account over time, and the By ASIN reports (Detail Page Sales and Traffic, by parent or child item) break the same numbers out per product.

Vendor Central has no Business Reports page. Its reporting lives under Reports > Retail Analytics, and that report set is organized by report type instead of the By Date and By ASIN split you are used to. You start from the kind of question you are asking, such as sales, traffic, or inventory, and open the report built for it.

The two programs also run on different business models, which explains a lot of what follows. If you want the full 1P and 3P comparison, our comparison of Vendor Central, Seller Central, and hybrid selling covers it, and this guide sticks to where each report went.

Business Reports → Retail Analytics

The closest counterpart to Sales and Traffic by Date and Detail Page Sales and Traffic is the set of sales and traffic reports inside Retail Analytics. Open Reports, then Retail Analytics, and choose the sales or traffic view for the date range you want.

Expect the column names to differ from what you remember, and expect some columns to be missing, for reasons covered in the next two sections. For what each Retail Analytics report contains, field by field, use our Vendor Central report definitions.

Sessions and Page Views → Glance Views

Page views have a real Vendor Central counterpart: glance views. You find them at Reports > Retail Analytics > Traffic. In 2025 Amazon began renaming glance views to featured offer page views (FOPVs). The definition and the data are the same, and the new name is rolling out gradually, so you may see either label depending on your account and the day.

Sessions have no Vendor Central equivalent. Sessions are the deduplicated version of page views, and they only exist on the seller side. If your Seller Central routine compared sessions against page views to see how many visitors came back, you will not be able to rebuild that comparison from Vendor Central data.

For how to read glance views as a performance metric on their own terms, see our guide to glance views in Vendor Central.

Buy Box Percentage and Unit Session Percentage → No Direct Equivalent

Buy Box percentage does not exist in Vendor Central. No Retail Analytics, Operational Performance, or inventory report carries a field by that name or one that measures the same thing.

The nearest proxy is "LBB due to price rate" on the Operational Metrics report, which tracks how often you lost the Buy Box because of price. It is incomplete, since it only covers price-driven losses, and it is on its way out. Amazon removed it from the 2022 Retail Analytics relaunch, and it is no longer supported in SP-API reporting. A successor metric, "Lost Featured Offer %," has begun appearing for some vendor accounts, so check whether yours shows it. The glossary entry for Lost Buy Box Due to Price has the details.

Unit session percentage does not exist in Vendor Central either, and there is no proxy for it. Because Vendor Central has no sessions, it has nothing to divide units by in the way Seller Central did. If conversion rate was your main health check, you will need a different one.

Manage Inventory → Inventory Health and the PO Workflow

Seller Central's Manage Inventory page is where you watched your own stock. In Vendor Central, your side of the inventory relationship runs through purchase orders. A purchase order (PO) is the order Amazon issues against its own demand forecast, naming the items and quantities it wants and the window it wants them shipped in.

Two things replace Manage Inventory:

1. The Inventory Health report in Retail Analytics. This is the report-level view of Amazon's stock of your items, and it is where weekly Net Received comes from. Related measures such as Weeks of Coverage and Out of Stock Items have glossary entries of their own.
2. The PO confirmation workflow. Day to day, what you accept and backorder when you confirm POs drives your inventory position. Two metrics track it: Fill Rate - Accepted Rate, the percentage of items confirmed as Accepted, and Fill Rate - Backordered Rate, the percentage confirmed as Back Ordered.

The confirm, ship, and notify steps are covered in our guide to inventory management on Vendor Central.

Payments → Invoices and Remittance Advice

In Seller Central, payment comes to you and the Payments reports show what landed. Vendor Central payment starts with you. After a shipment goes out, you or your EDI provider send an invoice (the EDI 810), and that invoice is what requests payment. Amazon matches it against the PO and the Advance Ship Notice before it pays, so a shipment with no invoice behind it doesn't get paid. For the EDI side of this, see our guide to Amazon EDI on Vendor Central.

What comes back is the Remittance Advice: the statement showing what Amazon paid against your invoiced POs, what it deducted, and why. This is the document to reconcile against, and because chargebacks are deducted from remittance, it's also where you'll first see them.

Search Terms → Brand Analytics (Brand Registry Required)

If you used search term data in Seller Central, the Vendor Central counterpart is Brand Analytics, which sits under the Reports tab and includes a Search Terms report. Access depends on your account: Brand Analytics is available only to accounts enrolled in Brand Registry as the brand owner, so a vendor without that enrollment will not see it at all. If you expected it and it is missing, check your Brand Registry status first.

What Vendor Central Will Not Give You After the Switch

Some Seller Central fields were gone before you logged in, and no amount of searching the menus will turn them up:

• Sessions. Vendor Central counts glance views only.
• Buy Box percentage. The only proxy, LBB due to price rate, covers price-driven losses and is being phased out.
• Unit session percentage. Without sessions there is no conversion rate built this way.

If you run a hybrid account, the Seller Central half of your business still has its own reports, and InsightLeap lets hybrid accounts connect Seller Central for financial reporting alongside the Vendor Central side.

For any term this guide did not cover, the InsightLeap glossary has one entry per Vendor Central term and metric, with where each one lives in the console. Build your new routine around glance views, the Inventory Health report, your PO confirmations, and the Remittance Advice, because those are the places Vendor Central actually puts the numbers you used to check.