Seller Central comparison
When the source, metric, scope, date range, currency, and data freshness match, figures in sellerfox usually do not differ from the relevant Amazon view. Compare sales and traffic data with Seller Central and advertising data with the Ads console.
Different values do not automatically mean data is missing. The two views usually use different sources, date ranges, or filters. Work through the following checks in order.
Check these six dimensions first
| Check | What to match |
|---|---|
| Source | the same Amazon report or view |
| Scope | the same Seller Central account, selling region, marketplaces, and products |
| Date | the same start and end dates and the same time zone; with “Weeks” or “Months”, sellerfox automatically expands the reporting and comparison periods to complete weeks or months |
| Attribution | total sales, advertising sales, orders, or SQPR purchases |
| Currency | the same display or target currency |
| Freshness | Dashboard data becomes complete after about four days. Until then, it is incomplete |
Always compare the exact KPI labels. “Sales (Total)”, “Sales (Ads)”, and “Gross Revenue” measure different values.
Match the source to the sellerfox view
| sellerfox view | What to compare |
|---|---|
| Dashboard: “Products” and “Marketplaces” | Sales and traffic come from the Sales & Traffic Business Report; advertising KPIs come from the Ads API. |
| Orders | The view uses order data, including status and posted or estimated fees. |
| Profit Tracking | The calculation uses order data and transactions, plus the COGS, income, expenses, and FBM rules you maintain. |
| SQPR reports and Search Term Analyzer | Both views use ASIN-scoped data from the SP-API Search Query Performance Report. |
| Keywords | sellerfox records rankings on the first results page each day. Monthly search volume comes from the latest matching monthly SQPR report. |
| BSR Explorer | The view shows stored daily Best Seller Rank (BSR) readings, not a live view of the Amazon product page. |
Compare only values from the same data source. sellerfox loads advertising KPIs through the Ads API. Compare them with the Ads console, not with sales and traffic figures in Seller Central. SQPR data follows its own attribution logic, so SQPR purchase counts do not match the total number of orders in Seller Central.
Align dates and time zones
Whenever possible, compare periods that ended at least four days ago, because Amazon completes report data with a delay. Set the same period in sellerfox and in the comparison view. Different time zones can still cause values for the first or last day to differ.
For SQPR data, also compare weeks with weeks and months with months. sellerfox automatically expands the period to complete weeks or months. See Date range & comparison for details.
Align scope and grouping
First match the scope: sellerfox and the comparison view must cover the same Seller Central account, marketplace, products, and order status.
Also match the product level. A Parent ASIN can combine an entire product family, while a Child ASIN represents one variation. SQPR data is also assigned to individual ASINs.
If multiple product lists contain the same product, an order can appear in full in each list. Do not add these values together. sellerfox therefore does not show a total row for this grouping.
Account for attribution and currency
First, check what each metric measures. Advertising sales include only sales that Amazon attributes to an ad. SQPR purchases include only purchases that Amazon attributes to a search query. Do not compare these values with total sales or the total number of orders.
Also check the currency. sellerfox displays monetary amounts in the Dashboard in the workspace's target currency, while Seller Central often uses the marketplace's local currency. For a meaningful comparison, both views must use the same currency.
Allow for refreshes and corrections
Dashboard data becomes complete after about four days. Until then, it is incomplete. Amazon can revise reports even after that. SQPR data becomes available only after the reporting period closes.
Before requesting help:
- Use the data refresh schedule to check whether the source should be complete for the selected period.
- Set the same period, filters, and currency in both views.
- Wait for the next update if the source is still within its normal loading window.
- If the sellerfox view supports exports, use one to compare the data row by row. See Export your data for the available exports.
Prepare a reproducible support request
If the difference remains, contact support with:
- workspace and marketplace
- screenshot of the specific sellerfox view with the exact KPI label
- screenshot of the view you compared in Seller Central
- start and end dates, granularity, and time zone
- the active product, marketplace, status, and grouping filters
- one ASIN, order ID, or search query with the difference
- when you last checked the values
Do not send Seller Central passwords, authorization tokens, or webhook credentials.
Related
- Date range & comparison — verify period and granularity.
- Data refresh schedule — verify source timing and later corrections from Amazon.
- KPI Explorer — verify the exact metric definition.
- Troubleshooting — continue from a feature-specific symptom.