Amazon’s Custom Report Builder: The Surprisingly Smart Reporting Tool for Sellers

Let’s be honest, most Amazon Seller Central reports aren't exactly user-friendly. But the new Custom Report Builder might be the update sellers didn’t know they needed.

Insights from Andrew Morgans and the Marknology team in Kansas City.

Sure, the interface won’t win any design awards. But it’s a big win for functionality. Instead of jumping between five tabs, guessing which Amazon seller sales report has the data you need, or downloading every column just to find one number, now you can create a custom report in minutes.

Here’s how it works, why it matters, and how to start using this custom reporting tool right now.

What Is the Custom Report Builder?

The Custom Report Builder is a new reporting tool inside Seller Central that allows you to create and save custom reports by simply dragging and dropping specific data fields, without requiring formulas or cleanup.

It starts with a business view, a pre-organized data set focused on a specific function. Right now, only the Inventory business view is available. But it's powerful: it compiles every key metric tied to your FNSKU and fulfillment center, like: Learn more in our Amazon FBA fulfillment guide.

• Units in fulfillment centers
• In-transit stock
• Damaged, lost, or disposed units
• Customer and vendor returns
• Ending warehouse balance

If you’ve ever said, “I wish there was one Amazon seller report that just showed my damaged inventory by warehouse,” now there is.

Why It’s a Game-Changer (Even in Beta)

This Amazon and data analytics feature solves the day-to-day reporting struggles sellers face:

• You don’t have to guess which Amazon business report to download
• You only see the data you care about
• You can build custom reports and reuse them
• You no longer have to reconcile multiple Amazon seller reports with different data structures

It’s all about clarity and control. You save time, reduce confusion, and finally get the visibility you need, on your terms.

How to Use It: A 4-Step Quick Start

You can create a custom report in under five minutes with Amazon’s Custom Report Builder. Just choose your business view, drag and drop your attributes, set a 30-day date range, and generate your report. It’s one of the most efficient ways to build custom reports using Amazon’s latest custom reporting tools.

1. To access the Custom Report Builder, select Fulfillment from the Reports drop-down menu in Seller Central

2. Choose Your Business View
Start with “Inventory” (more views like Returns and Shipments are coming soon).

3. Drag and Drop Attributes
Select from fields like ASIN, MSKU, FNSKU, Lost, Damaged, Customer Returns, etc.

→ Note: Some fields (like FNSKU) are mandatory and can’t be removed.

4. Set Your Date Range
You can select any 30-day period. (Wider ranges aren’t supported yet.)

5. Click “Generate Report.”
Download it instantly or save the view for next time.

Pro Tip: Save your favorite report views and mark them with the “Favorite” toggle so you can access them quickly in the future.

Use Cases Sellers Will Love

This Amazon Seller Central report tool is handy when you need quick, focused insights without the bulk:

• Find lost or damaged inventory tied to a specific FNSKU
• Track returns by fulfillment center
• Build shareable reports for your 3PL, accountant, or brand manager
• Spot patterns across warehouses (e.g., unusually high damage or loss)
• Reconcile shipment data without switching between tabs

This custom reporting tool helps you spend less time searching and more time analyzing, making your Amazon seller reports work smarter, not harder.

Limitations to Know (and How to Work Around Them)

As helpful as it is, the tool does have some current limits:

• Inventory is the only business view (for now)
• 30-day date range limit, use traditional Amazon Business reports for longer timeframes
• Some attributes are mandatory (like FNSKU, date, and fulfillment center) and can’t be removed
• Data may not match other reports unless filters and levels of detail align
• Only available through Fulfillment > Reports > Custom Report Builder in Seller Central

Still, even in its early stages, it’s already solving Amazon FBA market research and reporting challenges, especially for operations and inventory teams.

Why Custom Report Builder Deserves a Spot in Your Seller Toolkit

The Custom Report Builder isn’t flashy, and it doesn’t need to be. It’s Amazon finally giving sellers a way to take control of their data without being overwhelmed by spreadsheets.

If you’ve ever wished for just one place to track damaged inventory, warehouse issues, or fulfillment timelines, this is it.

And if you’re still exporting full sales reports in Amazon Seller Central in order to isolate a few columns? It’s time to stop. Create a custom report, save it, and reuse it every week.

Need Help Making the Most of Seller Central’s New Tools?

Whether you’re optimizing inventory flows, working with a 3PL, or just want cleaner data fast, we can help you make smarter moves using the right business reporting tools.

Explore our Amazon Brand Management Services
Master Inventory Management
See what other sellers are saying about the Report Builder

Explore Marknology's Services

• Our Team
• Why Brands Choose Marknology
• Warehouse And 3Pl Services
• Full-Service Amazon Agency