Amazon Seller Data Connector User Guide

Amazon Seller Data Connector User Guide

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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 + Add New 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 Data Studio Report

Follow these steps to create a Data Studio report using your Amazon Seller Central data:
  1. After adding Amazon Seller Central as a data source, go to Reports > Data Studio
  2. Select Amazon Seller Central under Create Data Studio Report (this will open the official Data Studio application in a new window)
  3. Google Data 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, Featured Offer (Buy Box) Percentage
  • Note: Featured Offer (Buy Box) Percentage, Average Selling Price, Average Sales per Order Item, and Average Units per Order Item are available in both the live Sales and Traffic table and the cached Sales and Traffic by Child ASIN table. Because Amazon rate-limits the live Sales and Traffic by ASIN report, the cached Child ASIN report is recommended for most reporting.
  • 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. Cached Data Requests with Unique Metrics and Date Dimension: When a unique metric is paired with the date dimension, this will result in a request for cached data instead of a request for live data. For more information, please see Understanding Cached and Live Data Requests.
  2. 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
  3. 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
  4. 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.



  5. 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



  6. 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.
  7. Fee and Quantity reporting: The Quantity field cannot be used in same table as Fee field, and will produce incorrect fee values
  8. 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.
  9. Sales and Traffic by ASIN report (live): The live Sales and Traffic by ASIN report cannot be dimensioned by date (an Amazon API limitation that also appears in Amazon Seller Central's own UI). For ASIN-level reporting that supports date dimensioning, includes traffic on zero-sales ASINs, and is not subject to Amazon's rate limits, see the Sales and Traffic Reporting by ASIN section below.
  10. 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

Scoping Reports to a Single Marketplace

A connected Amazon Seller Central account covers its entire Region, not just one marketplace. If your account is authorized for the United States and Canada, for example, your reports pull data from both marketplaces together unless you scope them to one.

Totals like Units Ordered, Ordered Product Sales, and Sessions still add up correctly across marketplaces: more marketplaces just means more real activity in the total.

Rate and ratio metrics work differently. Averaging a percentage or rate across marketplaces with different pricing, traffic, or Buy Box dynamics produces a number that doesn't reflect any single marketplace's actual performance. These fields need to be scoped to one marketplace to read correctly:
  • Featured Offer (Buy Box) Percentage (and its B2B variant)
  • Order Item Session Percentage
  • Unit Session Percentage
  • Average Offer Count
  • Average Selling Price
  • Average Sales per Order Item
  • Average Units per Order Item
  • Session Percentage, Page Views Percentage, and their Browser, Mobile App, and B2B variants (available on the Sales and Traffic by Child ASIN report)
  • Refund Rate and Refund Rate B2B (Sales and Traffic by Child ASIN report)
To scope a report to a single marketplace:
  • Data Studio: add the Marketplace dimension to your table and apply a Marketplace filter, or add a Sales Channel filter control.
  • Google Sheets and Microsoft Excel: add Marketplace as a dimension in your query and create a Marketplace filter.
If your account covers more than one marketplace, build one report per marketplace (or filter to one marketplace at a time) rather than reading a single blended report, especially for any of the rate or ratio fields above.
Notes
In one case, an account's Ordered Product Sales, Units Ordered, and Sessions all matched Amazon's own reporting, while Featured Offer (Buy Box) Percentage read about 24 to 25 percent against Amazon's reported 97 to 99 percent for the same window. That pattern (volume metrics matching while one rate metric doesn't) is consistent with an unscoped, multi-marketplace pull; treat it as a signal to check your Marketplace scoping first. For a deeper walkthrough with worked examples, see Why Does My Amazon Seller Central Buy Box Percentage Not Match Amazon While Other Metrics Do?

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

Sales and Traffic Reporting by ASIN

Power My Analytics supports two Sales and Traffic by ASIN reporting modes from Amazon Seller Central, each suited to a different use case.

Sales and Traffic by ASIN (live, parent-level)

This report fetches data on demand directly from Amazon's Selling Partner API every time a chart or table is rendered. Amazon limits this report at the seller account level (one request per 15 minutes), so seller accounts with multiple connected marketplaces will frequently see "We were unable to get live data for this component" in Data Studio, Data Builder, Google Sheets, Microsoft Excel, and other PMA destinations. See Error: 'Unable to get live data for this component' in Amazon Seller Sales and Traffic by ASIN Report for more on this rate-limit behavior. This report cannot be dimensioned by date (an Amazon limitation).

Sales and Traffic by Child ASIN (cached counterpart)

For most ASIN-level reporting needs, the Sales and Traffic by Child ASIN report is the recommended choice. PMA pulls daily data from Amazon and stores it in our data warehouse, which means:

  • Date dimensioning is supported. You can break out metrics by day across any date range.
  • ASINs with traffic but no sales are included. Sessions and pageview activity is captured even on days when no orders ship.
  • The Amazon SP-API rate limit does not affect your reports, because each render reads from PMA's cache rather than calling Amazon live.

Available dimensions: Parent ASIN, Title, Marketplace, Inventory SKU, start date, end date.

Available sales metrics: Units Ordered, Units Ordered B2B, Ordered Product Sales, Ordered Product Sales B2B, Units Shipped, Units Shipped B2B, Orders Shipped, Orders Shipped B2B, Shipped Product Sales, Shipped Product Sales B2B, Units Refunded, Units Refunded B2B, Refund Rate, Refund Rate B2B.

Available traffic metrics: Sessions, Sessions B2B, Page Views, Page Views B2B, Browser Sessions, Browser Sessions B2B, Browser Page Views, Browser Page Views B2B, Mobile App Sessions, Mobile App Sessions B2B, Mobile App Page Views, Mobile App Page Views B2B, Featured Offer (Buy Box) Percentage, Featured Offer (Buy Box) Percentage B2B.

Summing metrics across days

Three metrics can be safely summed across daily rows for multi-day reports: Units Ordered, Ordered Product Sales, and Total Order Items. Other sales and traffic metrics behave as point-in-time or aggregate-only values and should not be totaled across rows without verification.

Percentage fields (Session Percentage, Page Views Percentage, and Browser/Mobile App/B2B variants)

Percentage fields can only be calculated correctly at aggregate; they cannot be summed across rows. Where you configure them depends on the destination:

Google Sheets and Microsoft Excel: Percentage fields are precomputed by PMA and selectable directly from the schema. Look for fields like Total Session Browser Percentage, Total Session Mobile App Percentage, and their B2B variants.

Data Studio: Percentage fields are hidden from the data source by default. The PMA Data Studio demo template includes them preconfigured, so most users can simply start from that template. To add a percentage column to a custom report:

  1. Add the underlying total field (for example, Session Total) to your table.
  2. Add the same field a second time.
  3. Edit the second instance.
  4. Under Comparison calculation, select Percent of total.
  5. Rename the field to match the Amazon UI label (for example, Session Total Percentage).

The same approach works for Page Views Total, Session Browser, Sessions Mobile App, and their B2B variants.

A note on Data Studio filters: Percentage values computed via the Percent of total comparison calculation are derived from the unfiltered table aggregate; they will not reflect chart-level filters. This mirrors how percentages behave in Amazon's own UI. If you need filter-responsive percentages, rely on the precomputed Google Sheets fields instead.

Date partition support for exports

When a date column is included in the report request, exports to BigQuery, SQL, FTP, and other destinations honor the daily partition. If no date column is requested, the export returns aggregated values across the requested range.

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 Data 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 Data Studio using the Google Sheets connector
  3. Use the Blending feature in Data 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 Seller article for information on issues that may affect the Amazon Seller connector.