Amazon’s New Custom Analytics: Real Visibility into What’s Working

Amazon quietly launched an update to Seller Central: Custom Analytics, now available under the Reports menu. Currently limited to the US, we expect this feature to be rolled out to EU accounts as well.

This marks a shift away from clunky workarounds and scattered reporting. Instead of toggling between multiple dashboards or exporting endless spreadsheets, Custom Analytics offers a centralized way to build exactly the views you need, on demand.

The format is intuitive: drag-and-drop dashboards, multi-year trends, sortable tables, and the ability to mix and match up metrics and dimensions. The real value, though, is how much faster it gets you from raw data to actual insight.

Many of the metrics now available in Custom Analytics were previously difficult or impossible to access. For example:

• Net Ordered GMS: Shows the actual revenue brands bring in after discounts, promotions, and canceled orders are stripped out 
• Promotion Sales from Units Ordered: Ties promo-driven unit sales directly to revenue impact 
• Promotion Discount Amount: Helps track how much customers are saving and how much margin you’re giving up 

These metrics help close the gap between what looks good on the surface and what actually drives value. For brands trying to fine-tune their promo mix or understand where margin is quietly leaking, this kind of clarity is essential. Just as importantly, dashboards can be built once and refreshed anytime, freeing teams from manual reporting cycles. That means faster answers, sharper decisions, and more time spent optimizing.

The brands that will get the most out of Custom Analytics will be able to focus on asking better questions like "Which promotions are driving real revenue vs. eroding margin?", "Where are fulfillment inefficiencies dragging down profitability?" or "How do we isolate SKU-level trends that were invisible before?"

Getting to those answers takes more than new data. It takes the right lens. At Front Row, we’re already building Custom Analytics into how we guide clients across promo planning, margin modeling, and SKU strategy.

If you’re looking to use this tool to move beyond surface-level reporting and into strategic clarity, let’s talk.