You might observe varying metric data histories. This discrepancy arises from Amazon's distinct look-back windows and the granularities offered in different Amazon reports.
Amazon Retail Analytics (ARA)
Look-back windows
Amazon Retail Analytics offers reports in various granularities, including daily, weekly, monthly, quarterly, and yearly reports. Each of these granularities corresponds to a specific look-back window, which is a defined time range in the past for generating reports through the SP API AND in the VC/SC/Ads Console.
In terms of their respective look-back windows from the current date:
- Daily reports cover the last 1460 days
- Weekly reports encompass the last 7 weeks
- Monthly reports extend to the last 36 months
- Quarterly reports span the last 8 quarters
- Yearly reports account for the last 3 years
Please be mindful of the anticipated discrepancies among the various report granularities. 💡
Extending look-back windows by emax 💪
Perhaps you've noticed the substantial variations in the mentioned look-back windows. Particularly concerning the weekly granularity, a span of just 7 weeks proves inadequate for a comprehensive long-term assessment.
To overcome this limitation from Amazon and extend the look-back period, the Analytics Hub is incorporating the previously unavailable weekly, monthly, and quarterly granularities. These are calculated using the daily data accessible for the missing periods.
Amazon Sponsored Ads and DSP
Look-back window
- Sponsored Products: Maximum date range of 95 days with a data retention period of 95 days.
- Sponsored Brands: Maximum date range of 60 days with a data retention period of 60 days.
- Sponsored Display: Maximum date range of 65 days with a data retention period of 65 days.
- Sponsored Television: Maximum date range of 95 days with a data retention period of 95 days.
- Amazon DSP: Maximum date range of 95 days with a data retention period of 95 days.
Extending look-back windows by emax 💪
Sadly, we can't offer the same flexibility as ARA reports since 31 days may not seem like a lot. However, unlike the Amazon Ads Console, we've got your back - your data is safely stored and won't vanish after just 31 days.