Amazon Seller Data Connector User Guide

Amazon Seller Data Connector User Guide

Info
Amazon Seller Central is a powerful platform for managing your e-commerce business on Amazon. This guide will help you connect your Amazon Seller Central account to Power My Analytics, enabling you to automate data collection and create insightful reports. By integrating Amazon Seller Central with PMA, you'll save time on manual data gathering and gain valuable insights to optimize your Amazon selling strategy.



Prerequisites

Before connecting Amazon Seller Central to Power My Analytics:
  1. You must either be an Amazon account administrator, or have an Amazon account administrator grant you access to the account with the necessary permissions
Please see How to Connect to Amazon Seller for details on the required permissions.

Adding Amazon Seller Central as a Data Source

  1. Log in to your Power My Analytics Hub
  2. Navigate to Sources in the main menu
  3. Click + New Data Source
  4. Select Amazon Seller Central from the gallery
  5. Choose your main Marketplace
  6. Assign a memorable name to the account (include the region if applicable)
  7. Indicate your fulfillment method in Using FBA:
    1. Select Yes for Fulfillment by Amazon (FBA)
    2. Select No for Merchant fulfilled
  8. Click Connect to authenticate your account
  9. Approve the required permissions in the consent pop-up

Creating a Looker Studio Report

Follow these steps to create a Looker Studio report using your Amazon Seller Central data:
  1. After adding Amazon Seller Central as a data source, go to Reports > Looker Studio
  2. Select Amazon Seller Central under Create Looker Studio Report (this will open the official Looker Studio application in a new window)
  3. Google Looker Studio Configuration:
    1. Step 1:
      1. Name your data source (e.g., "Amazon Seller Central - [Organization Name]")
      2. Choose your Power My Analytics hub from the dropdown
      3. Optional: Leave "Use report template for new reports" checked for the PMA demo template
      4. Click Next
    2. Step 2:
      1. User Account: Select your Amazon Seller Central account (for real data) or "Sample Account" (for sample data)
      2. Click Next
    3. Step 3:
      1. Choose "Currency" for reports
      2. Optional: Choose “Optional - Order Status Filter”
      3. Optional: Allow “Optional - Order Status Filter” modification in reports
      4. Click Connect (top right) to complete the configuration
    4. Step 4:
      1. Click Create Report (top right)
For a quick start, you can use our pre-built Amazon Seller Central demo template.

Key Reports and Fields

Popular metrics available in Amazon Seller Central reports include:
  • Orders Metrics: Quantity, Product Revenue, Total Revenue, Order Subtotal, Shipping, Tax, Fees, Order Total
  • Product Sales Metrics: Qty Sold, Revenue, Listing & Selling Fees
  • Sales and Traffic Metrics: Ordered Product Sales, Units Ordered, Total Order Items, Average Sales per Order item, Average Units per Order item, Average Selling Price, Sessions - Total, Order Item Session Percentage, Average Offer Count
  • Fulfillment Metrics: Quantity, Item Price
  • Inventory (FBA) Metrics: Fulfillable Qty, Total Supply Qty, Inbound Shipped Qty, Reserved Qty, Unsellable Qty, Total Qty, Days Of Supply, Estimated Excess
  • Inventory (FBM) Metrics: Pending Inventory, Total Inventory
  • Manage Excess Inventory (FBA) Metrics: Your Price, Estimated Excess, Units Shipped Last 30 Days, Days Of Supply, Est. long-term storage units, Est. Long-term storage fee
  • Inventory Adjustments (FBA) Metrics: Carrier Damaged, Customer Damaged, Distributor Damaged, Fulfiller Damaged, Warehouse Damaged, Unsellable, Unknown, Sellable, Defective
  • Inventory Age (FBA) Metrics: 0-90 Days, 91-180 Days, 181-270 Days, 271-365 Days, 365+ Days, Units Shipped Last 30 Days
  • Returns (FBA) Metrics: Qty Returned
  • Returns (FBM) Metrics: Return Quantity
  • Reimbursement (FBA) Metrics: Amount Total, Quantity Reimbursed
  • Fee Preview (FBA) Metrics: Selling Price, Est. Referral Fee, Est. Fulfillment Fee, Est. Total Fees, Est. Revenue Minus Fees
  • Fees Metrics: Amount
  • Negative & Neutral Feedback Metrics: Review Rating
  • Settlement Reports: Available for 90 days
For a complete list of available Amazon Seller Central fields, refer to the Schema Explorer.

Limitations and Important Considerations

  1. Backfilling: Power My Analytics will initially backfill up to 13 months of data (if available) when you first connect your Amazon Seller Central account as a data source
  2. Backfilling limitations:
    1. Sales: 2 years
    2. Fees: 180 days
    3. Returns: 2 years
    4. Seller Reviews: 2 years
    5. Seller-Fulfilled and FBA Inventory: 1 day
    6. FBA Unsellable Inventory: 2 years
    7. Settlement Reports: 90 days
  3. Sales reporting by date shipped: Sales reports are referenced by order date. If you attempt to compare Amazon's business reports to our connector's data, there will be a mismatch due to this key difference in sales reporting date.



  4. Sales and Traffic data delay: Data for fields in the Sales and Traffic table is live only and this data may be delayed by up to 72 hours



  5. Data discrepancies: Reported values through the API may differ from Amazon UI values by 1-5%. This difference will be larger for shorter date ranges, and smaller for longer date ranges.
  6. Fee and Quantity reporting: The Quantity field cannot be used in same table as Fee field, and will produce incorrect fee values
  7. Inventory reporting: All inventory reports are lifetime values and cannot be broken down by date. When reporting inventory by a date range, this will return the total values for the date range.
  8. Sales and traffic by ASIN report: The sales and traffic by ASIN report cannot be dimensioned by date. This is a limitation of Amazon and is not available in Amazon Seller Central’s UI.
  9. FNSKU Reporting in Economics: FNSKU is not available for the Economics Report.

Available Regions and Marketplaces

A Seller ID can report one Region (Americas, Europe and India, or Far East) and all Marketplaces (such as United States, Germany, France, Spain, etc.) under each Region. The following Regions and Marketplaces are available:
  • North America: Brazil, Canada, Mexico, USA
  • Europe: UAE, Germany, Egypt, Spain, France, UK, India, Belgium, Italy, Netherlands, Poland, Saudi Arabia, Sweden, South Africa, Turkey
  • Far East: Singapore, Australia, Japan

Unavailable Data

  • Excess inventory unavailable in EU
  • Amazon Vendor Central data
  • Product reviews
  • Reporting by the brand field for sales and inventory
  • Brand Analytics reports are not available
  • Realtime data
  • Custom fields

How to Blend Amazon Data with Other Data

Report Sales by Brand

To overcome this limitation in Amazon's API, create a Google Sheet with two columns.
  1. SKU
  2. Brand
Then blend this data with your Looker Studio report. See this Google Sheet with example data in the "Brand" tab:

COGS reporting

To include the product cost of goods sold, create a Google Sheet with this data:
  1. SKU
  2. COGS
Notes
COGS data from Amazon Seller must be manually exported from your suppliers and imported into Google Sheets.

Report Amazon Ads Data with Amazon Sales Data

To join Amazon Ads data with sales data:
  1. Export your Amazon Ads data into a Google Sheet
  2. Either join that data in Google Sheets/Microsoft Excel, or create a data source in Looker Studio using the Google Sheets connector
  3. Use the Blending feature in Looker Studio when you need both Ads and Sales data in the same report
Google offers a support article on the subject if you require a more detailed walk-through.

Troubleshooting

Please see our Troubleshooting Amazon article for information on issues that may affect Amazon connectors.



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