Multi-marketplace reporting means pulling sales, fees, advertising spend and profit from every Amazon store you sell in (Amazon.co.uk, Amazon.de, Amazon.fr and so on) into one consistent view. Amazon gives you building blocks for this, but no single report that answers “what did I actually earn, per marketplace, after everything?”. This guide shows which reports to combine, where currency, VAT and payout timing break the numbers, and how to automate the routine so you stop rebuilding spreadsheets every month.
TL;DR
- One seller account can reach several European stores, but some expansions need a separate account. Your reporting has to know which marketplaces sit under which account.
- Combine four data sets per marketplace: orders and sales, settlement or transaction data, advertising reports and costs of goods. Profit only appears when all four meet.
- Fix your rules before you compare: one reporting currency, one date basis (posted date or payout date) and one treatment of VAT.
- Amazon changed its Transaction and Summary reports in 2026 to include deferred transactions and index by posted date, so check that older exports still match.
- Automate the pull through Amazon’s API, then spend your time on decisions, not on copying CSVs.
Table of Contents
- What multi-marketplace reporting actually covers
- The reports you can combine
- Set your rules before you compare
- A simple monthly workflow
- Worked example: why revenue misleads
- Data-quality checks that save you later
- Which marketplace should get your next pound?
- How Osellpa fits into this workflow
- FAQ
- Sources
What multi-marketplace reporting actually covers
The phrase gets used for three different jobs, and it helps to separate them.
- Sales and traffic across stores. Units, revenue, page views and conversion by marketplace and ASIN.
- Advertising across countries. Spend, sales and ACOS or ROAS by country, ideally in one currency.
- Profit and cash. Fees, refunds, VAT, landed cost and payouts, reconciled to your accounts.
Most sellers start with the first, then discover that the third is where the real work is. A store can show healthy revenue and still lose money once FBA fees, returns, ad spend and currency movement are taken out.
Which marketplaces sit under one account
Amazon says a single seller account can sell to customers on Amazon.co.uk, Amazon.fr, Amazon.de, Amazon.it, Amazon.es, Amazon.pl, Amazon.nl, Amazon.se, Amazon.com.be and Amazon.ie, and that you can manage listings and inventory across Europe from that account. That is the easy case: one login, several storefronts.
The harder case is going beyond that region. Amazon’s international selling guide notes that entering another store, for example Amazon.co.jp from the UK or US, may require creating a new selling-partner account. Amazon’s own account-management programme documentation makes the same distinction: a unified account is charged once, while separate accounts can be selected and charged separately.
For reporting this matters, because separate accounts mean separate data sources, separate payouts and often a separate currency. If you are weighing up an expansion, a broader guide to scaling an ecommerce business internationally covers the planning side, while the account structure above decides how your numbers will have to be consolidated later.
The reports you can combine
Seller Central is, in Amazon’s words, the console where you list products, track sales, view reports and message customers. It holds most of what you need, but the data is spread across several areas.
| Question | Where the data lives | What to watch |
|---|---|---|
| What sold, where? | Business reports and order reports per marketplace | Marketplace filter, date range, currency |
| What did Amazon charge? | Transaction, Summary and settlement reports | Posted date versus payout date |
| What did ads cost? | Amazon Ads campaign reports | Country, currency conversion |
| Which pages convert? | Page view and traffic reports by ASIN | Coverage by marketplace |
| What VAT is due? | Tax document library, VAT invoices | Short maximum date range |
Advertising: one report for several countries
Amazon Ads lets marketers generate a single campaign report for an ad programme across multiple countries in a region, such as Europe, and convert the metrics into a currency you choose. That feature was announced in September 2023, so confirm in your own console how it behaves today.
Agencies and larger sellers can also link country-specific advertising accounts into regional manager accounts. Amazon’s manager account user guide describes this as a consolidated view of metrics, billing and user management across the UK, France, Germany, Italy, Spain, the US and other countries.
If you want to compare how advertising and revenue data can be tied together outside Amazon too, analytics across multiple ecommerce sites shows the same single-view principle applied to web traffic and attribution. For the Amazon side, our own pages on PPC optimisation and Amazon Attribution reporting go deeper.
Traffic and page views via the API
Amazon’s Selling Partner API documentation lists a report type, MARKETPLACE_ASIN_PAGE_VIEW_METRICS, that provides page view data for ASINs across supported marketplaces, including the UK. This is the kind of source an automated tool uses so you do not download one file per store.
Settlement data: the part that trips people up
The V2 settlement report is tab-delimited, and sellers on the Amazon forums describe its amounts as normalised into amount-type, amount-description and amount columns. The practical lesson is to group rows by transaction type, amount type and amount description if you want to reproduce Amazon’s Summary PDF. The same thread shows sellers are unsure which time filter to apply, which is a reminder to document your own rule and keep to it.
Set your rules before you compare
Most reporting disputes (“why does this month not match?”) are really disagreements about rules. Decide these four once.
1. One reporting currency
Pick the currency of your books, usually GBP for a UK company. Convert every marketplace into it using a consistent rate, either the rate on the transaction date or a monthly average. Keep the original currency column as well, so you can tell a genuine sales drop from a weak euro.
2. One date basis
Amazon has acknowledged the problem here. In its announcement, it said sellers found reports based on payout timing hard to use for accrual reconciliation, especially when transactions were deferred. Between 23 March and 31 May 2026 it rolled out updated Transaction and Summary reports in the UK and a list of other stores that include deferred transactions and are indexed by posted date.
What that means for you: if you built a spreadsheet on older exports, re-run one past month with the updated reports and compare totals. If you want a refresher on when money actually lands, our guide to the Amazon payout schedule explains the timing.
3. One VAT treatment
Report sales and costs net of VAT for profit analysis, and keep a separate VAT view for compliance. Amazon forum guidance on invoices says to use Reports, then Tax document library, then Amazon VAT Invoices, and that the maximum date range is 7 days. That is an older community answer (around 2022), so check the current limit in your account, but it shows why bulk VAT reconciliation by hand is slow. We cover the accounting side in reconciling Amazon settlements for UK accounting and MTD.
4. One cost basis
Amazon does not know your landed cost, so product cost, inbound freight and duty have to come from you. Decide whether you use average cost or batch cost, and apply it everywhere. Without this, marketplace profit comparisons are only revenue comparisons with extra steps.
A simple monthly workflow
Here is a routine you can run by hand or hand over to software.
- Export or pull orders, transaction data and ad reports for each marketplace for the same posted-date range.
- Tag each row with marketplace, currency and account (unified or separate).
- Convert to your reporting currency and keep the originals.
- Allocate ad spend to ASINs and marketplaces. Shared campaigns need a rule, such as by sales share.
- Add costs of goods and inbound shipping per unit.
- Reconcile the net total against the payouts that reached your bank, allowing for deferred and reserved amounts.
- Compare marketplaces on profit per unit and profit margin, not on revenue.
If you keep your books in accounting software, note the limits of its Amazon connection. One UK cloud accounting provider’s guidance says its integration imports daily sales, refunds and fees from Amazon UK automatically, while transactions from non-UK stores such as Amazon.de must be uploaded or entered separately. It advises using separate accounts and contacts, with the currency and name matching each marketplace, to avoid reconciliation problems. In other words, your management reporting and your bookkeeping are two jobs, and each needs a clear structure per marketplace.
Worked example: why revenue misleads
Take a hypothetical seller with one product on Amazon.co.uk and Amazon.de. The figures below are invented to show the method, not real results.
| UK | Germany | |
|---|---|---|
| Sales (net of VAT, in GBP) | £10,000 | £4,000 |
| Amazon fees and FBA | £3,000 | £1,400 |
| Advertising | £1,500 | £1,100 |
| Product and inbound cost | £3,500 | £1,400 |
| Profit | £2,000 | £100 |
| Margin | 20% | 2.5% |
Germany looks like a 40% sized business next to the UK when you read revenue. On profit it is almost nothing, mostly because ad spend is high relative to sales. A consolidated report makes that visible in one glance and points to a specific action: review the German campaigns before adding more stock there.
Data-quality checks that save you later
- Missing marketplaces. Does the total include every store, including ones under a separate account?
- Currency drift. Are all conversions using the same rate rule?
- Deferred transactions. Do your month-end totals include them under the updated reports?
- Refunds and returns. Are they assigned to the month of the refund or the month of the original sale? Choose one.
- Ad attribution windows. If your attribution settings changed, year-on-year ad comparisons shift. See our note on the 2026 attribution window change.
- API issues. If a report returns odd data through the API, Amazon Seller Support’s advice in community threads is to contact Selling Partner Developer Support.
Also look beyond money. Inventory health feeds back into cost, so a regular look at your IPI score and stock position by marketplace belongs in the same review.
Which marketplace should get your next pound?
Once the numbers are consolidated, use them for allocation. Rank marketplaces by profit per unit, by ad spend needed per sale and by stock turn. A store with a lower margin but fast-selling stock may deserve more investment than a high-margin store that barely moves. Demand signals also help: our article on search query performance shows how to read Amazon’s funnel data by query, and the competitor keyword workflow helps you find terms to target in a new store.
Our view: stop assembling, start deciding
We built Osellpa because sellers kept telling us the same thing: the data exists, but making sense of it eats the week. A part-time seller with one store and a large seller with several both end up in spreadsheets, copying exports and hoping the formulas still hold after Amazon changes a report.
Our approach is to connect directly to Amazon’s API and keep profit, advertising and inventory data in one place, so the numbers update without manual exports. We think the order of work matters. First, see your true profit. Second, let automation handle repetitive PPC adjustments and alerts. Third, improve listings with that evidence in hand.
We also believe this should not be reserved for enterprise budgets. That is why our plans are priced by seller size and start at a level a new seller can justify. If your reporting currently depends on one person who understands the spreadsheet, that is the process worth replacing first.
Harry
How Osellpa fits into this workflow
Osellpa connects to Amazon’s API to give you profit tracking, a seller dashboard and analytics, profit and loss reporting and inventory management, alongside automatic and manual PPC optimisation. Plans are subscription-based and scale with your Amazon sales volume. At the time of writing, our pricing page lists Launch at £10 per month (£96 per year), Scale at £20 per month (£192 per year) and Advanced at £40 per month (£384 per year). Check the page for what each plan includes and for the current trial terms.
If you want a quick look at your advertising first, our free PPC bid optimisation report is a low-effort starting point.
FAQ
Can I see all my Amazon marketplaces in one report?
Partly, from Amazon alone. Advertising reports can combine countries within a region and convert currency, and one unified account covers several European stores. Profit across marketplaces, including fees, VAT and your product costs, usually needs data from several reports brought together by you or by software.
Why do my Amazon totals not match my bank payouts?
Because payouts reflect timing, reserves and deferred transactions, while sales reports reflect the order or posted date. Amazon updated its Transaction and Summary reports in 2026 to include deferred transactions and to index by posted date. Pick one date basis and reconcile the difference as a timing line.
Do I need a separate account for each marketplace?
Not within Amazon’s European network, where one account can reach the UK and EU stores. Some other regions, such as Japan, may require a new selling-partner account, according to Amazon’s international selling guide. Separate accounts mean separate data to merge, so record which account each store belongs to.
Which currency should I report in?
Use the currency of your accounts, normally GBP for a UK business, and keep the original marketplace currency beside it. Apply one conversion rule consistently, whether that is transaction-date or monthly average rates, so month-to-month comparisons stay fair.
Sources
- Sell Across Amazon Europe Marketplaces | Amazon UK
- Guide to Sell Internationally with Amazon | Amazon UK
- Learn About Strategic Account Services | Amazon UK
- Amazon Seller Tools | Amazon UK
- Generate a single sponsored ads campaign report for all countries | Amazon Ads
- Manager account user guide | Amazon Ads
- Report type values: regulatory compliance | Amazon SP-API
- How to correctly aggregate SP-API report data | Seller Central forums
- Updated payment reports simplify accrual reporting | Seller Central forums
- Downloading a batch of invoices | Seller Central forums
- An introduction to using Amazon with accounting software | FreeAgent Support
- Analytics across multiple ecommerce sites
- International ecommerce scaling guide
