Amazon has quietly rolled out Custom Analytics, a powerful new tool within Seller Central that enables sellers to create fully customizable dashboards using hundreds of metrics sourced from across their account. This dashboard is Amazon’s version of business intelligence, closer to Power BI or Tableau than anything we've seen from them before.
What sellers can do now:
Create dashboards using data from across Seller Central: Inventory, Coupons, Search Query Performance, and more
Use Amazon’s ready-made templates or build dashboards from scratch
Layer metrics across ad, listing, catalog, inventory, and financial data — all in one place
Eliminate the need to export 10 reports daily or rely on third-party BI tools to see what’s working
Why it matters:
Custom Analytics lets operators, brand managers, and ad strategists build insights across business areas that were previously siloed
This may replace multiple tools, especially for brands that know how to interpret data
It’s a major step toward centralizing performance, trends, and profitability tracking directly inside Amazon
Availability:
It appears to be rolling out in the US first under Reports > Custom Analytics. Some accounts may not have access yet. It’s unclear when it will expand to other marketplaces.
Need help building your first custom dashboard or understanding what to track? Talk to our Amazon seller consulting experts. We’ll help you simplify your metrics and make smarter business decisions.
