Amazon PPC (Pay-Per-Click) data—covering Sponsored Products, Brands, and Display—is not available in real time. Instead, it follows a structured, delayed reporting pipeline that sellers should understand to interpret dashboards correctly.
🧭 Data Availability Timeline
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Amazon PPC (Pay-Per-Click) data for today is not available in real-time, as Amazon typically finalizes and releases this data within 12–18 hours, meaning dashboards always exclude today’s PPC spend. During high-traffic events (e.g., Prime Day or Black Friday), or in certain marketplaces like India, UAE, or Turkey, delays may extend beyond 24 hours due to regional processing differences.
- Even yesterday’s data is incomplete when first published and will continue to be retroactively updated for up to 7 days.
🕔 When Does SellerLegend Download PPC Data?
To maximize the chance of collecting as much finalized data as possible for the previous day:
- We start data collection at 5 PM UTC every day
- This aligns 9 AM PST or 10 AM PDT (depending on US Daylight Saving) for North America marketplaces
- And 5 PM UK time (GMT) or 6 PM BST (depending on UK Daylight Saving) for EU marketplaces
- This timing maximizes the likelihood of capturing complete data for major marketplaces like the US and EU.
- However, smaller marketplaces (e.g., India, UAE, Turkey) may experience longer delays.
- If data seems to be missing, we recommend checking back after 24 hours
- We initiate DAILY requests to Amazon Advertising API for 14 reports per marketplace:
- Seven reports for Keyword Ads: Covering Sponsored Products (e.g., Campaigns, AdGroups, SearchTerms).
- Seven reports for Product Ads: Covering Sponsored Display and Sponsored Brands.
- We request 2 reports per hour, taking approximately 7–8 hours per marketplace due to Amazon’s Advertising API rate limits.
- Once a report is requested, Amazon queues the in a report request queue for later processing. When the request reaches the top of the queue, the report needs to be processed by Amazon.
- Upon completion, we download the generated reports on our servers and only then can we proceed to the incorporation of the data in our databases.
- As you can see, the process is elaborate and takes a non-trivial amount of time.
📊 When to Expect PPC Costs in Dashboards
- US marketplaces: By approximately 5 PM PST
- EU marketplaces: By approximately 6 PM UTC
- Other marketplaces (e.g., IN, AE, JP): May take 24–48 hours due to regional processing
Note: Some reports may lag or be partially filled if Amazon hasn’t finalized data when the request is made.
🔁 Amazon’s Post-Processing: Why Data Changes Later
Amazon applies several layers of validation and attribution over the course of 7 days:
- Click Fraud Filtering: Invalid or bot traffic is removed
- Conversion Attribution Delay: Sales occurring up to 14 days after a click may still be credited to the ad
- Cart & Checkout Lag: Items added to cart today may be bought days later
- Internal PPC Experiments: Amazon runs A/B tests that affect delivery and spend
- Ad Platform Adjustments: Technical issues, adjustments, or billing corrections
- Sales attribution updates: Aligning sales with clicks, especially for mobile or retargeting campaigns.
- Delayed sales: Crediting conversions from cart abandonments or buy-later behavior.
As a result, PPC spend, attributed sales, and ACoS can change significantly for recent dates. Amazon continues updating all figures retroactively.
✅ Best Practices for PPC Data Accuracy
- Rely on PPC data that is at least 7 days old for financial reporting or campaign analysis
- Treat yesterday’s figures as provisional
- Expect corrections for the past 1–7 days, and occasionally up to 14 days for conversion-related metrics