# Amazon data looks wrong

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

Source: https://help.tryordinary.com/troubleshooting/amazon-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](https://help.tryordinary.com/integrations/amazon).
- **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](mailto: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.

## Related articles

- [Connecting Amazon SP-API](https://help.tryordinary.com/integrations/amazon)
- [Campaigns — Amazon Ads](https://help.tryordinary.com/features/campaigns-amazon)