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Amazon data looks wrong

Common reasons Amazon spend, sales, or ACoS might look off in Ordinary, and how to reconcile with Amazon Ads Console.

Ordinary Written by The Ordinary Team · Updated

Amazon data looks wrong

Amazon is unusual: the ads system and the order system are on the same Amazon storefront, but Ordinary is reading only the ads data (and optionally, the orders if SP-API access was granted).

Here’s where things typically go sideways.

1. Zero spend on campaigns you know are running

  • Reauth needed. Amazon Ads tokens expire every 60 days. Check Settings → Integrations → Amazon.
  • Wrong advertising profile. If your account has multiple marketplaces (US / CA / UK, etc.), make sure the connected profile matches the one running ads. See Connecting Amazon SP-API.
  • Ad type filter. Campaigns → Amazon has a campaign type filter (Sponsored Products / Brands / Display). Check it’s not restricted.
  • Date range. Ensure the range covers a period where the campaign was actually active and had spend.

2. ACoS looks bizarrely high or low

Double-check:

  • Which attribution window are you reading? Amazon reports sales at 7-day / 14-day / 30-day click windows. A campaign that looks unprofitable at 7d might be fine at 14d. Use the window toggle on Campaigns → Amazon.
  • Are you comparing to the same window in Amazon’s UI? Amazon Ads Console defaults to different windows depending on the view. Force-match.

3. Numbers don’t match Amazon Ads Console

Some expected differences:

  • Amazon Ads Console uses rolling windows that update continuously. Our daily aggregates snapshot each morning for the previous day’s “closed” data. Same-day comparisons won’t match because we’re hourly.
  • Brand Metrics / New-to-Brand data is not pulled — only Sponsored Products / Brands / Display standard metrics.
  • Orders and units for today are typically delayed behind Amazon Ads Console by 3-6 hours while Amazon closes attribution.

4. Campaigns missing from the list

  • Archived by default — toggle the archived filter.
  • Campaign-type filter restricting — check you’re on “All types”.
  • New campaign — Amazon’s API lags 10-30 minutes behind Seller Central changes.

5. Sales showing for campaigns that seem unconnected

Amazon attributes sales to campaigns when a shopper clicks an ad and purchases any ASIN on your account within the attribution window. So a Sponsored Products click on Product A can cause a sale on Product B to be counted against the Product A campaign.

This is Amazon’s attribution model — not something we can change. The Units ordered column is a useful sanity check: if units are zero but sales are nonzero, something’s off (rare, usually a recent sync timing issue — wait for next run).

6. Orders missing (if you connected SP-API orders too)

  • SP-API scope wasn’t approved — re-run the connect flow and check the scopes on the consent screen.
  • Marketplace scope mismatch — SP-API orders are per-marketplace. A UK seller connected with a US profile won’t see UK orders.

Force a refresh

Settings → Integrations → Amazon → Refresh now. Rate-limited to once every 15 minutes.

Still broken

Email sales@tryordinary.com with:

  • Your store’s advertising profile region.
  • A specific campaign ID and the metric that looks wrong.
  • A screenshot of the same metric in Amazon Ads Console.

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