Amazon just rolled out a major update to its Business Reports tool—and it’s more than a UI tweak.
For purpose-driven brands, this change impacts how you track traffic, assess performance, and set benchmarks moving forward. If you’re relying on these reports to drive decisions (as you should), here’s what you need to know.
📱 Mobile App Data Now Included
Before: You only saw traffic from desktop and mobile browsers.
Now: Amazon’s mobile app traffic is fully integrated.
This affects metrics like:
- Sessions – Total
- Page Views – Total
So if your numbers suddenly jump, it’s not just growth—it’s better visibility.
(Access these by clicking “Show/Hide Columns” in Seller Central and selecting the new fields.)
📊 What This Means for Your Metrics
- More Accurate Engagement Data Expect increases in sessions and views—it’s not new traffic, just previously invisible traffic now accounted for.
- Shifting Historical Benchmarks Don’t panic if comparisons to past data seem off. Old reports didn’t include app traffic, so update your KPIs accordingly.
🧠 What Smart Brands Should Do Next
- Update Internal Reports Pull in the new “Total” columns to capture the real scope of customer activity.
- Align the Team Make sure marketing, operations, and leadership understand what changed and how to interpret the numbers.
- Leverage Mobile Insights Increased mobile visibility = more actionable data. Watch for shifts in engagement and adjust product positioning or ad strategy to meet shoppers where they are.
✅ Bottom Line
Amazon’s update doesn’t just give you more data—it gives you better data.
For brands that care about transparency and strategic growth, adapting to this change ensures your decisions are driven by a complete picture of customer behavior—on every screen they use.
👉 Still have questions? Let’s connect!