Data refresh schedule
sellerfox updates each data source on its own cadence. The table shows when new data typically appears and how far the initial history reaches. The following sections explain possible delays, gaps, and later revisions.
Schedules do not guarantee an exact arrival time
Amazon creates reports on its own schedules. For SP-API reports, Amazon also limits how quickly requests can be made. Every tool connected to the same Seller Central account shares that capacity. If another tool requests SP-API reports, the data refreshes can delay each other. The dashboard has no refresh button. sellerfox runs scheduled requests automatically and continues the initial load when capacity becomes available.
| Source | Typical cadence | Initial history |
|---|---|---|
| Sales and traffic | The previous day's data is requested twice a day: in the morning and evening | Up to 2 years |
| Advertising | Requested for the same dates as sales and traffic; completed reports retrieved twice a day | About 2 months |
| SQPR | Previous week every Wednesday; previous month on the fourth day of the following month | About 2 months |
| Keyword rankings | Once a day between 12:00 and 15:00 | None |
| Best Seller Rank (BSR) | Once a day (in the morning) | None |
| Product and listing data | Catalog data and listing prices once a day; listing problems and status after Amazon's notification | None |
| Events | Depending on the event, immediately after Amazon's notification or with the daily product update | None |
| Order data and transactions | Order data about 15 minutes after Amazon's notification; transactions about hourly | 6 months |
| Exchange rates | Twice a day | As needed for loaded data |
Dashboard data becomes complete after about four days. Until then, it is incomplete. Amazon can revise sales and traffic data and advertising data even after that. See Reloading past data for when sellerfox reloads this data.
sellerfox checks the Amazon connection twice a day. A disruption therefore appears in the dashboard within one day at the latest.
Workspace setup & initial load
The initial load starts when you select “Complete setup”. The initial load usually takes up to 3 days. In exceptional cases, the initial load may take longer. This is especially likely when several tools are linked to the same Seller Central account: those tools share the available capacity for SP-API reports. A dashboard banner shows the progress of the report history as a percentage.
A slower-than-usual notice in the dashboard means sellerfox is waiting for retrieval capacity from Amazon and will resume loading automatically afterward.
Once the report history has loaded, the Workspace Owner and all Admins receive the email "Your historical data has been loaded". Order data and transactions load separately and may not yet be complete at that point. The dashboard shows separate progress for this load. Connecting Amazon Ads later or adding a marketplace starts another historical load.
Sales and traffic
sellerfox loads the Sales & Traffic Business Report through SP-API. The KPI Explorer lists the related sales and traffic KPIs. It imports the previous day's report as soon as Amazon makes it available. sellerfox requests the report in the morning and evening. The previous day's values may therefore still change during the day.
- Cadence
- Twice daily
- Schedule
- sellerfox requests the previous day's report in the morning and evening and imports it as soon as Amazon makes it available.
- Source
- SP-API: Sales & Traffic Business Report
Advertising
Through Ads API, sellerfox loads spend, clicks, impressions, attributed sales, ACoS, ROAS, and other advertising KPIs. The data is requested for the same calendar dates as sales and traffic; sellerfox retrieves completed reports twice a day.
- Cadence
- Twice daily
- Schedule
- sellerfox requests advertising data for the same dates as Sales & Traffic and retrieves completed reports twice a day.
- Source
- Ads API
No older Sponsored Brands history
During the initial load, sellerfox loads advertising data from the previous 2 months only for Sponsored Products and Sponsored Display. Sponsored Brands data is not backfilled for this period because the report does not directly identify the advertised products. sellerfox needs the campaign structure for this assignment, but records it only after Amazon Ads is connected, so it is unavailable for earlier periods. Sponsored Brands collection therefore begins after workspace setup is complete, once Amazon Ads is connected. If values for a later date cannot be assigned to individual products, they appear at marketplace level only.
Search Query Performance (SQPR)
sellerfox requests the Search Query Performance Report through SP-API for the covered ASINs, using weekly and monthly periods. The KPI Explorer lists the related SQPR KPIs. During the initial load, sellerfox retrieves about 2 months of SQPR history in complete weekly and monthly periods. sellerfox requests the previous week every Wednesday and the previous month on the fourth day of the following month.
- Cadence
- Weekly
- Schedule
- sellerfox requests the previous week's report every Wednesday and the previous month's report on the fourth day of the following month.
- Source
- SP-API: Search Query Performance Report
If a request fails, sellerfox retries it automatically over the following days. Under SQPR reports, you can check the status of a specific report and request older supported periods.
Keyword rankings
sellerfox collects keyword ranking KPIs once a day between 12:00 and 15:00. sellerfox first collects newly added keywords on the following day.
- Cadence
- Daily
- Schedule
- sellerfox records rankings for each tracked keyword once a day.
- Source
- Market data provider
Rankings come from an external market data provider, not SP-API or Ads API. Rankings therefore continue to update if the Amazon connection is disrupted. sellerfox does not backfill earlier ranking history.
Best Seller Rank (BSR)
sellerfox collects Best Seller Rank (BSR) once a day in the morning through SP-API as part of the product update. BSR history starts with the first successful collection and is not backfilled.
- Cadence
- Daily
- Schedule
- sellerfox records Best Seller Rank (BSR) values once a day in the morning during the daily product update.
- Source
- SP-API: Catalog Items
For products with Product Boost enabled, sellerfox loads ratings and review counts from a market data provider. These values refresh once a day and first appear during the next collection after activation.
Product and listing data
sellerfox updates product titles, brands, product types, Parent ASINs, product descriptions, images, bullet points, product and package dimensions, package weights, listing prices, and MSRP prices as part of the daily product update.
Amazon actively notifies sellerfox about changes to listing problems and listing status. sellerfox updates these details when the notification arrives.
sellerfox updates parent and variation relationships as part of the daily product update.
During the initial load, sellerfox retrieves the current state of product and listing data. Earlier versions of these details are not backfilled.
Events
When an automatically tracked event appears depends on the change:
| Event | When it appears |
|---|---|
| “Listings Problems”, “Listing Status” | Immediately after Amazon's notification |
| “Buy Box Lost”, “Seller Account Status” | Immediately after Amazon's notification |
| Catalog data and listing price changes | With the daily product update |
Automatic events begin with the first change sellerfox detects after workspace setup. Earlier changes are not created retroactively as events. See Events for details.
Orders and transactions
Amazon notifies sellerfox about new or changed orders. sellerfox retrieves this order data about 15 minutes later. sellerfox loads new transactions about hourly once Amazon makes them available.
- Cadence
- Continuous
- Schedule
- sellerfox retrieves new or changed order data about 15 minutes after Amazon sends a notification and loads new transactions about hourly.
- Source
- SP-API
sellerfox first shows Amazon's fee estimate. Actual fees are usually available within two to four days. Once they are available, sellerfox replaces the estimate. The margin and other Profit Tracking KPIs may therefore still change.
Exchange rates
sellerfox updates exchange rates twice a day. It loads the previous day's closing rate and a current rate for the present day.
- Cadence
- Twice daily
- Schedule
- sellerfox loads the previous day's closing rate and a current rate for the present day.
- Source
- Exchange rate provider
The target currency determines the converted values you see. Historical values continue to use the rate assigned to their date or reporting period.
Reloading past data
Sales and traffic data and advertising data may change after their report date. sellerfox therefore retrieves several past dates again each day: yesterday and the dates 2, 4, 8, 15, and 32 days ago.
If you transfer sellerfox data to another system, update the existing values for each date. Do not create new records with every delivery, as this would produce duplicates. The daily webhook delivery includes yesterday and the 30 preceding days. Changes to data from 32 days ago are therefore not delivered again through this webhook.
Time zones
| What | Which time zone applies |
|---|---|
| Dashboard date picker | The selected days begin and end in UTC. |
| Amazon report date | The local calendar day in the respective marketplace's time zone, not UTC or your browser's time zone. |
| Order list and Profit Tracking | The selected days begin and end in your browser's time zone. |
| Order statistics | Hours are shown in the respective marketplace's local time zone. |
| Webhook envelope timestamps | UTC, as ISO 8601 values |
The date-range guide explains why the date picker's UTC boundaries and each marketplace's local calendar days may differ at the beginning or end of a period. When comparing sellerfox directly with Seller Central, first align the marketplace, report date, range, and data source. See Seller Central comparison.
Related
- How sellerfox works — source-to-output flow.
- Supported marketplaces — marketplace time zones and SQPR coverage.
- Amazon connections — status when Amazon imports stop.
- Troubleshooting — missing, late, or changing data.