Why do the values shown in the Analytics Hub differ from those shown in the Amazon UI?
The data displayed in the Analytics Hub is obtained through Amazon APIs, but it's important to anticipate variations between the reports fetched via the API and those presented in the Amazon UI. These differences can be attributed to several factors, including delays in data validation and the data refreshing process.
1. Delay in data availability:
Reports accessible via the SP API come with a minimum delay of 72 hours after the closure of the reporting period. For example, this means that the report for the previous week may not be available via the API until at least Wednesday of the following week.
Amazon documents "when to expect API2.0 report types to update":
The service-level agreement (SLA) for weekly reporting periods (such as Saturday datasets) is 48 hours after close of period by end of day (EOD) on Mondays. The SLA for non-Saturday daily reporting periods is 72 hours after close of period.
| Dashboard | Average SLA (hrs) | TP90 SLA (hrs) |
|---|---|---|
| Sales | 42 | 55 |
| Traffic | 32 | 51 |
| Net PPM | 41 | 55 |
| Inventory | 54 | 69 |
| Forecasting | 33 | 40 |
2. Retrospectively updated data (by Amazon):
Amazon may undergo changes even after the reporting period has concluded. For instance, Customer Returns might be processed after the period closes, resulting in adjustments to the report. Amazon does not provide notifications when reports are updated retrospectively. To address this, the same report is fetched by emax digital repeatedly at specific intervals (72 hours, 5 days, 10 days, 20 days, and 40 days after the period closes) to ensure the most up-to-date data.
If significant discrepancies persist more than 40 days after the period closure, please contact our support team to initiate a new report update.
3. Expected discrepancies:
In general, minor discrepancies between UI reports and API reports are expected. Only when the discrepancy exceeds 5% the can be escalated to the Amazon Support Team.
4. Differences due to Attribution Models:
Differences can also be attributed to the use of different attribution models. For instance, advertising data presented in the ASIN Focus report may differ from what is shown in the 360° Sponsored Ads Report. These variations are a result of the reporting level. While the 360° Sponsored Ads Report displays data at the campaign level, not all of it can be attributed to a specific ASIN. This can lead to variations in ASIN-level data compared to the campaign-level data.