Amazon Data Overview

Amazon Data Overview

🔑 Amazon Features

For a complete run down on how to analyze Amazon sales performance within Source Medium, this article is a great place to start: Amazon Sales Performance in Source Medium

For a high-level overview of the features we’re most excited about, expand the sections below!

Data Availability — where can I look at my Amazon data?

Amazon data will be available throughout your dashboard. To view this performance, simply use the Channel dropdown filter to select Amazon on any of the following modules:

  • Executive Summary & YoY Performance
  • Marketing Overview
    • use Platform filter to navigate between Amazon Ads & Amazon DSP
  • Orders Deep Dive
  • New Customer Analysis & Last Order Analysis
    • use 1st Order Channel filter
  • Product Performance
  • LTV & Retention
Subscribe & Save

You are able to know on a line-item level if the item was a subscribe & save item, however, we do not have subscriber information at the customer level. The reason being is that there is no standard subscription cadence within Amazon. We are able to know if the first subscription order is a new subscriber, however, we are not able to tell when they drop off or are no longer active and are not able to tell the cost per subscriber because of this. You can filter to Amazon under the Product Performance page and then you can filter to Subscription under the line_item_type and know if the item was a Subscribe & Save product.

You can filter to Amazon under the Orders Deep Dive page and then filter to Subscription Orders and that data will reflect the Subscribe & Save orders.

Amazon Advertising

Amazon Ads and Amazon DSP are reported by platform and will surface in the Marketing Overview. Having both enabled will give you a more robust view of your Amazon Marketing Spend. The Marketing Spend may not match up 1 to 1 with the Amazon Ads UI in your Amazon account. This is because Amazon Ads does not include your Amazon DSP if it is enabled (DSP is shown in a separate UI). When in your Source Medium dashboard, make sure to filter to only Amazon Ads as the platform and the numbers to match with your Amazon Ads UI.

For more information on how to analyze your Amazon Ads performance, please refer to this article: Where can I find my Amazon marketing data?

Retention & LTV

We are now able to see Amazon only Retention & LTV. This can be found in the Retention & LTV module via a filter to Amazon only.

  • More information about LTV & Retention for Amazon can be found HERE.
  • More information about Customer Profiles from Amazon can be found HERE.
Fulfilled by Amazon (FBA) vs Fulfilled by Merchant (FBM)

If you use an Amazon warehouse to ship and handle logistics, your business is considered Fulfilled by Amazon (FBA) and your fulfilment_channel will be Amazon FBA. If you choose to warehouse and ship your inventory, then your business is considered Fulfilled by Merchant (FBM) and your fulfilment_channel will be Amazon FBM. If you use either Amazon FBA or Amazon FBM, you’ll be able to filter down to ASIN (Amazon Standard Identification Number), product_title, discount_codes, and for all the Order Meta filters.

Still in BETA or early development

International Amazon performance

  • Source Medium currently only reports on orders shipped to the US
    • International sales may still be present in Amazon’s sales report for your United States account


  • We are not given strict “Refund” values for FBA orders
    • We are able to surface refund insights by combining separate refund line records with original order line records
  • More information HERE.

Add points from Sales Overview gotchas

🤓 How the data comes together

Compiling Amazon sales performance is a complex process which involves ingesting & stitching together data from 5 different API endpoints — additional endpoints are needed for incorporating Amazon Ads data into Source Medium, as well.

Customer Profiles & Order Records

Customer profiles are compiled based on your customer’s Marketplace Email — Amazon’s hashed email address, and unique identifier — which we use in conjunction with Amazon order records to fill in metadata relating to acquisition age, purchasing habits & history.

  • This is how we get to components like Order Index & Order Sequence, 1st & Last Order Product, and LTV.

Order records are unique, and compiled based on Amazon’s Order ID, and we can deduce individual product performance within orders based on unique Order Line Item IDs provided by Amazon.

Exporting Customer Records You are able to export our enriched customer records for more discrete targeting on Amazon (especially with Amazon DSP). These export tables can be found by default on your Customer Deep Dives, however, if you do not see these on your dashboard reach out to the CSA team and they will help you surface this data.

Data freshness

Duty to heavy rate limits applied to Amazon’s API, Amazon data ingestion may see delays vs other data sources (e.g. Shopify).

  • Amazon data is guaranteed fresh to 72 hrs, but is typically fresh up to 48 hrs.
    • Although you may often see data from yesterday or the day before, note that data for these days is potentially still being ingested.
  • Initial ingestion of Amazon sales data can take up to 2 weeks.
    • As such, if you’re interested in taking advantage of our Amazon offering, please reach out to the Customer Solutions team as soon as possible to kick off the integration & authorization process. More information HERE.
  • There is a limited lookback windows for certain pieces of Amazon Data. This means that Amazon only lets us ingest data within a specific timeframe (and not everything historically). The lookback windows from the time we set up the integration are below:
    • Sales & Traffic (Executive Summary and Order Details) - 18 month lookback
    • LTV & Retention (Cohorts) - 18 month lookback
    • Amazon Ads and DSP (Marketing) - 60 day lookback
  • We are able to request historical data for up to time listed above from the time we set up the pipeline to collect ongoing data. From the time we set up the connector all data moving forward will be preserved in our data warehouse.

❓ FAQs

Question: How does Source Medium report on refunded orders within Amazon?

Refunds are applied to an order’s original order date, e.g. refund amounts will be reflected on the same day that the original revenue was collected.

Refunds data is typically lagged by at least one week. This because of the time between a customer ordering a product, receiving it (2-3 days), requesting & receiving a refund (any time within 30 days of an order), Amazon providing that data through their API (Unknown time), and then us ingesting that data into our model (1-3 days).

Question: What is the difference between ASIN and SKU?

ASIN stands for Amazon Standard Identification Number. It is a unique number identifier of 10 letters and or numbers for a product that is assigned by Amazon. SKU is an identifier you assign to your product.

Within Source Medium, sales performance is tied to the SKU at a product-level, however, when looking at Amazon data, reporting will typically be reflected by ASIN.

Note: ASINs are only guaranteed to be unique within a marketplace. That means different national Amazon sites may use different ASINs for the same product.

Question: What is Fulfilled By Amazon vs Fulfilled By Merchant?

If you choose an Amazon warehouse for Amazon to ship out and handle logistics, your business is considered Fulfilled by Amazon (FBA).

If you choose to warehouse and ship your inventory, then your business is considered Fulfilled by Merchant (FBM).

If leveraging a mix of FBA & FBM, you can use the Sub-Channel filter throughout your dashboard to switch to specifically FBA or FBM performance within your Amazon Channel.

Question: What is the difference between Amazon and Amazon via Shopify?

Your Amazon data will show all the specifics of each purchase made on Amazon whereas if you use Amazon via Shopify, you’ll only if the order made was from Amazon and then brought to your Shopify.

"Amazon via Shopify" refers to a setup where merchants use their Shopify store as a central hub for managing their products and inventory, while also selling their products on Amazon's marketplace.

With this setup, merchants can integrate their Shopify store with their Amazon seller account, allowing them to sync their product listings, inventory levels, and order fulfillment between the two platforms. This integration simplifies the management of products and orders by centralizing everything within the Shopify dashboard.

Merchants can create product listings on Shopify and choose to make those products available on Amazon as well. When a customer purchases a product on Amazon, the order details are automatically synchronized with Shopify, and merchants can fulfill the order directly from their Shopify dashboard.

The "Amazon via Shopify" integration provides convenience for merchants by streamlining their operations and providing a unified platform for managing sales and inventory across multiple channels, including their own Shopify store and Amazon's marketplace.

Even if you leverage Amazon via Shopify, it is important to integrate your Amazon data with Source Medium to get a full view of how you are performing on Amazon.

Within Source Medium, Amazon via Shopify performance will surface as its own Channel along side Online DTC and Amazon.

Question: Can I use Channel Mapping for my Amazon data?

Not yet… 😉 

However, it is in our pipeline to be released at a later date.

Question: Is there a way to see Amazon data that goes back further than 18 months?

If you have manually collected the data through saved .csv files or in your own data warehouse, we can support a one-time ingestion of these historical files. Reach out to the Source Medium team to learn more.

Additional Resources

Reminder: if you have any comments, questions, or concerns please feel free to reach to the CSA team.