This page covers three topics: how long it takes for data to appear after you first connect your account, the report granularities Amazon provides, and how emax digital extends historical data availability beyond Amazon's default look-back windows.
When Will My Data Appear After Connecting?
When you connect emax digital to Vendor Central, Seller Central, or the Amazon Advertising API for the first time, the app begins pulling your complete data history. This process takes longer than regular daily updates.
Why It Takes Time
Amazon's SP-API and Ads API are rate-limited. Rather than delivering all your data in a single response, we must request each time period, data type, and marketplace as a separate report. For accounts with years of history across multiple marketplaces, this means hundreds of individual requests — all subject to Amazon's limits. On top of this, emax digital runs pre-calculations overnight to power dashboards, Key Insights, and other features.
How Long Until My Data Is Fully Available?
|
Phase |
What happens |
Typical duration |
|---|---|---|
|
Connection confirmed |
emax digital begins requesting reports from Amazon, starting with the most recent data first |
Immediate |
|
Data retrieval |
Reports are pulled period by period (most recent first), limited by Amazon API rate limits |
1–7 days |
|
Pre-calculations |
Overnight processing populates dashboards and features with the data received so far |
Next morning after each data batch |
|
Fully populated |
All historical data visible across all features |
Up to 7 days |
No action needed — the process runs automatically in the background. Empty dashboards or missing metrics during the first week are expected. Recent data appears first and fills in progressively. If data is still missing after 7 days, contact support.
Report Granularities Amazon Provides
Granularities in Amazon Retail Analytics (ARA)
-
Daily — detailed breakdown for a single day.
-
Weekly — aggregated data for a specific week.
-
Monthly — overview of a particular month.
-
Quarterly — insights over a three-month period.
-
Yearly — high-level annual overview.
All reports accessible through the SP-API are subject to a minimum delay of 72 hours. The data you access may therefore not be entirely current.
Granularities in Amazon Sponsored Ads and DSP
In contrast to ARA, the Sponsored Ads and DSP APIs provide data exclusively on a daily basis. The Hub and the Amazon Ads Console may not always be perfectly synchronised — deviations of up to 5% are anticipated per Amazon's documentation.
Why Some Metrics Have Longer Data Histories Than Others
Amazon Retail Analytics (ARA) Look-Back Windows
-
Daily reports: last 1,460 days
-
Weekly reports: last 7 weeks
-
Monthly reports: last 36 months
-
Quarterly reports: last 8 quarters
-
Yearly reports: last 3 years
To overcome the 7-week weekly window limitation, the Analytics Hub reconstructs weekly, monthly, and quarterly granularities from daily data for missing periods.
Amazon Sponsored Ads and DSP Look-Back Windows
-
Sponsored Products: 95 days
-
Sponsored Brands: 60 days
-
Sponsored Display: 65 days
-
Sponsored Television: 95 days
-
Amazon DSP: 95 days
Your advertising data is safely stored with us and won't disappear after the Amazon retention period, unlike in the Amazon Ads Console.
💡 Do you think the content on this page needs improvement? Let us know at support@emax-digital.com