How Amazon provides data at different granularities, the look-back windows for each report type, and how emax digital extends them.
Report Granularities Amazon Provides
Amazon's Selling Partner API can generate reports at varying granularities, letting you track performance over different time frames.
Granularities in Amazon Retail Analytics (ARA)
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Daily — e.g. "Ordered Revenue on a specific day". A detailed breakdown of sales, orders, and other metrics for a single day. Ideal for tracking daily performance and spotting day-to-day trends or anomalies.
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Weekly — e.g. "Ordered Revenue of a certain week". Aggregates data for a specific week, useful for identifying weekly trends.
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Monthly — e.g. "Ordered Revenue of a certain month". An overview of sales and performance for a particular month, suitable for tracking monthly growth, setting goals, and analysing seasonality.
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Quarterly — e.g. "Ordered Revenue of a certain quarter". Insights into performance over a three-month period for strategic decisions.
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Yearly — e.g. "Ordered Revenue of a specific year". A high-level overview of annual performance, useful for tracking annual growth and evaluating long-term strategies.
Please be aware that all reports accessible through the Selling Partner API are subject to a minimum delay of 72 hours. The data you access may therefore not be entirely current.
Understanding deviations: Each report stands alone. Because of data processing and update latencies, deviations between reports are to be expected. For example, aggregating all 30 daily sales reports for a month may differ from the monthly report for the same period, due to order cancellations, returns, and processing delays. These distinctions also ripple into downstream metrics derived from these reports, such as Year-to-Date (YTD) figures.
Granularities in Amazon Sponsored Ads and DSP
In contrast to ARA, the Sponsored Ads and DSP APIs provide data exclusively on a daily basis, which streamlines aggregation and lets you choose your reporting period without granularity constraints.
Understanding deviations: The Hub and the Amazon Ads Console may not always be perfectly synchronised. According to Amazon's documentation, deviations of up to 5% are anticipated.
Why Some Metrics Have Longer Data Histories Than Others
You may notice that different metrics have different data histories. This arises from Amazon's distinct look-back windows and the granularities offered in different reports.
Amazon Retail Analytics (ARA) Look-Back Windows
Each granularity corresponds to a specific look-back window — a defined time range in the past for generating reports through the SP-API and in the Vendor Central / Seller Central / Ads Console. Measured from the current date:
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Daily reports cover the last 1,460 days
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Weekly reports cover the last 7 weeks
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Monthly reports cover the last 36 months
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Quarterly reports cover the last 8 quarters
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Yearly reports cover the last 3 years
Extending look-back windows at emax digital: Some of these windows are short — in particular, the 7-week weekly window is inadequate for long-term assessment. To overcome this Amazon limitation, the Analytics Hub reconstructs the otherwise-unavailable weekly, monthly, and quarterly granularities by calculating them from the daily data available for the missing periods.
Amazon Sponsored Ads and DSP Look-Back Windows
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Sponsored Products: maximum date range of 95 days, with a 95-day data retention period
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Sponsored Brands: maximum date range of 60 days, with a 60-day data retention period
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Sponsored Display: maximum date range of 65 days, with a 65-day data retention period
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Sponsored Television: maximum date range of 95 days, with a 95-day data retention period
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Amazon DSP: maximum date range of 95 days, with a 95-day data retention period
Sources: Amazon Sponsored Ads documentation, Amazon DSP documentation.
Extending look-back windows at emax digital: While we can't offer the same flexibility as for ARA reports, your advertising data is safely stored with us and won't disappear after the Amazon retention period, unlike in the Amazon Ads Console.
Migration note (Phase 1b): Merged from legacy Reference & FAQ — "What Report Granularities Does Amazon Provide…?" and "Why Do Some Metrics Have Longer Data Histories Than Others?". Content reproduced from the existing v3 pages with grammar and formatting tidied; no new information added. Flagged for the later optimisation phase.