Webhook API
Sellerfox Webhooks provide real-time notifications when your Amazon sales data changes. Get automatic updates on revenue, traffic, advertising performance and more – delivered directly to your systems.
Real-time Updates
Get notifications as soon as new data is available
Reliable Delivery
Automatic retries with exponential backoff
Flexible
Choose exactly the KPIs and data types you need
6 Webhook Types
Flexible scopes for every use case
Secure
Supports Bearer Token and Basic Auth
High Reliability
99.9% uptime with monitoring
Getting Started
Create HTTPS Endpoint
Set up a secure endpoint to receive webhook data. The setup can also be done through automation tools like Make/Zapier.
POST https://your-api.com/webhookConfigure in Sellerfox
Navigate to your workspace settings
Settings → Webhooks → CreateSelect KPIs & Activate
Select metrics, test the connection, and go live
Test → Verify → ActivateDelivery Schedule & Data
When Webhooks are Sent
Webhooks are delivered automatically on the following schedule:
Daily Processing
All webhook deliveries are processed and sent out automatically between 00:00 and 01:00 UTC
Automatic Retries
Failed deliveries are automatically retried every hour, with a maximum of 3 total attempts per webhook
Delivery Expiry
Pending deliveries that couldn't be completed expire after 24 hours to maintain system efficiency
Headers
X-Webhook-ID65a1b2c3d4e5f6789012abcdX-Webhook-Delivery-ID123e4567-e89b-12d3-a456-426614174000Content-Typeapplication/jsonAuthorizationBearer tokenAuthentication
No Authentication
Public endpoint (not recommended for production)
Authorization: noneBearer Token
Modern token-based authentication
Authorization: Bearer your-secret-tokenBasic Auth
Traditional username/password authentication
Authorization: Basic base64(user:pass)Webhook Types
Aggregated data across all marketplaces in your workspace. Delivers 30 days of historical data with one entry per day, providing complete performance metrics across all your Amazon marketplaces.
Sales & Traffic
| KPI | Description |
|---|---|
Sales (Total) | The amount of ordered (B2C and B2B) product sales, calculated by multiplying the price of order items and the number of units sold for the selected time period. |
Sales (B2B) | The amount of ordered B2B product sales, calculated by multiplying the price of order items and the number of units sold for the selected time period. |
Sales (B2C) | The amount of ordered product sales (B2C), calculated by multiplying the price of order items and the number of units sold for the selected time period. |
Sessions | Sum of Sessions (B2C) and Sessions (B2B). Sessions are visits to your Amazon product pages by a user. All activity within a 24-hour period is considered a session. |
Sessions (B2B) | Sessions of B2B users. Sessions are visits to your Amazon product pages by a user. All activity within a 24-hour period is considered a session |
Sessions (B2B) % | Percentage of sessions from B2B users out of all sessions. Sessions are visits to your Amazon product pages. All activity within a 24-hour period is considered a session |
Sessions (B2C) | Sessions of B2C users. Sessions are visits to your Amazon product pages by a user. All activity within a 24-hour period is considered a session |
Sessions (B2C) % | Percentage of sessions from B2C users out of all sessions. Sessions are visits to your Amazon product pages. All activity within a 24-hour period is considered a session |
Sessions Mobile App | Sessions (B2C and B2B) that originated from the Amazon smartphone app. Sessions are visits to your Amazon product pages. All activity within a 24-hour period is considered a session. |
Sessions Mobile App % | Percentage of sessions from smartphone accesses out of all sessions. Sessions are visits to your Amazon product pages. All activity within a 24-hour period is considered a session |
Sessions Browser | Sessions (B2C and B2B) that originated from a browser. Sessions are visits to your Amazon product pages. All activity within a 24-hour period is considered a session. |
Sessions Browser % | Percentage of sessions from browser accesses out of all sessions. Sessions are visits to your Amazon product pages. All activity within a 24-hour period is considered a session |
CVR | Conversion rate indicates how many orders were made relative to sessions. Formula: Orders / Sessions |
CVR (B2B) | Conversion rate indicates how many orders were made relative to sessions. Formula: Orders (B2B) / Sessions (B2B) |
CVR (B2C) | Conversion rate indicates how many orders were made relative to sessions. Formula: Orders (B2C) / Sessions (B2C) |
AOV | Average Order Value. Formula: Sales / Orders |
AOV (B2B) | Average Order Value for B2B Orders. Formula: Sales (B2B) / Orders (B2B) |
AOV (B2C) | Average Order Value for B2C Orders. Formula: Sales (B2C) / Orders (B2C) |
Page Views | Visits to your Amazon product pages for the selected time period. |
Page Views (B2B) | Visits to your Amazon product pages by B2B users for the selected time period. |
Page Views (B2B) % | Percentage of visits to your Amazon product pages by B2B users out of all visits for the selected time period. |
Page Views (B2C) | Visits to your Amazon product pages by B2C users for the selected time period. |
Page Views (B2C) % | Percentage of visits to your Amazon product pages by B2C users out of all visits for the selected time period. |
Page Views Mobile App | Visits (B2C and B2B) to your Amazon product pages that originated from the Amazon smartphone app for the selected time period. |
Page Views Mobile App % | Percentage of visits (B2C and B2B) to your Amazon product pages that originated from the Amazon smartphone app out of all visits for the selected time period. |
Page Views Browser | Visits (B2C and B2B) to your Amazon product pages that originated from a browser for the selected time period. |
Page Views Browser % | Percentage of visits (B2C and B2B) to your Amazon product pages that originated from a browser out of all visits for the selected time period. |
Buy Box Rate | Percentage of page views where the featured offer (the add to shopping basket link) appeared on the page for customers (B2C and B2B) to add your product to their basket. |
Units | Number of units ordered by (B2C and B2B) customers. |
Units (B2B) | Number of units ordered by B2B customers. |
Units (B2C) | Number of units ordered by B2C customers. |
Orders | The total number of order items ordered by (B2C and B2B) customers for the selected time period. |
Orders (B2B) | The total number of order items ordered by B2B customers for the selected time period. |
Orders (B2C) | The total number of order items ordered by B2C customers for the selected time period. |
Units / Order | Ordered units per Order. Formula: Units / Orders |
Units / Order (B2B) | Ordered units per Order. Formula: Units (B2B) / Orders (B2B) |
Units / Order (B2C) | Ordered units per Order. Formula: Units (B2C) / Orders (B2C) |
Refunds | The number of refunded units. |
Refund Rate | The percentage of refunded units relative to sold units. Formula: Refunds / Units |
Feedback | Total number of received seller feedback. |
Feedback Rate | The percentage of received feedback relative to orders. Formula: Feedback / Orders |
Neg. Feedback | Total number of received negative seller feedback. (1 or 2 stars) |
Neg. Feedback Share | The share of negative seller feedback (1 or 2 stars) over the total number of seller feedback received. Formula: Neg. Feedback / Feedback |
Sales (Organic) | The amount of sales which are not coming through Amazon Ads campaigns, calculated by subtracting the "Sales 14D (Ads)" from the "Sales" |
Sponsored Products
| KPI | Description |
|---|---|
CVR 14D (SP) | Conversion rate for purchases made within 14 days of an ad click. Indicates how many purchases were made relatively to generated clicks. Formula: Orders 14D (SP) / Clicks (SP) |
CVR 1D (SP) | Conversion rate for purchases made within 1 day of an ad click. Indicates how many purchases were made relatively to generated clicks. Formula: Orders 1D (SP) / Clicks (SP) |
CVR 7D (SP) | Conversion rate for purchases made within 7 days of an ad click. Indicates how many purchases were made relatively to generated clicks. Formula: Orders 7D (SP) / Clicks (SP) |
CVR 30D (SP) | Conversion rate for purchases made within 30 days of an ad click. Indicates how many purchases were made relatively to generated clicks. Formula: Orders 30D (SP) / Clicks (SP) |
CTR (SP) | Clicks divided by impressions for sponsored products ads. Formula: Clicks (SP) / Impressions (SP) |
AOV 14D (SP) | Average Order Value for purchases made within 14 days of an ad click. Formula: Sales 14D (SP) / Orders 14D (SP) |
CPC (SP) | Total cost divided by total number of clicks for sponsored products ads. Formula: Adspend (SP) / Clicks (SP) |
ACoS 14D (SP) | Advertising cost of sales based on purchases made within 14 days of an ad click for sponsored products ads. Formula: Adspend (SP) / Sales 14D (SP) |
ACoS 1D (SP) | Advertising cost of sales based on purchases made within 1 day of an ad click for sponsored products ads. Formula: Adspend (SP) / Sales 1D (SP) |
ACoS 7D (SP) | Advertising cost of sales based on purchases made within 7 days of an ad click for sponsored products ads. Formula: Adspend (SP) / Sales 7D (SP) |
ACoS 30D (SP) | Advertising cost of sales based on purchases made within 30 days of an ad click for sponsored products ads. Formula: Adspend (SP) / Sales 30D (SP) |
ROAS 14D (SP) | Return on advertising spend based on purchases made within 14 days of an ad click for sponsored products ads. Formula: Sales 14D (SP) / Adspend (SP) |
ROAS 1D (SP) | Return on advertising spend based on purchases made within 1 day of an ad click for sponsored products ads. Formula: Sales 1D (SP) / Adspend (SP) |
ROAS 7D (SP) | Return on advertising spend based on purchases made within 7 days of an ad click for sponsored products ads. Formula: Sales 7D (SP) / Adspend (SP) |
ROAS 30D (SP) | Return on advertising spend based on purchases made within 30 days of an ad click for sponsored products ads. Formula: Sales 30D (SP) / Adspend (SP) |
Sales 14D (SP) | Total value of sales occurring within 14 days of an ad click for sponsored products ads. |
Sales 1D (SP) | Total value of sales occurring within 1 day of an ad click for sponsored products ads. |
Sales 7D (SP) | Total value of sales occurring within 7 days of an ad click for sponsored products ads. |
Sales 30D (SP) | Total value of sales occurring within 30 days of an ad click for sponsored products ads. |
Sales 7D Same (SP) | Total value of sales occurring within 7 days of an ad click where the purchased SKU was the same as the SKU advertised for sponsored products ads. |
Impressions (SP) | Total number of ad impressions for sponsored products ads. |
Clicks (SP) | Total number of ad clicks for sponsored products ads. |
Adspend (SP) | Total cost of ad clicks for sponsored products ads. |
Units 14D (SP) | Total number of units ordered within 14 days of an ad click for sponsored products ads. |
Units 1D (SP) | Total number of units ordered within 1 day of an ad click for sponsored products ads. |
Units 7D (SP) | Total number of units ordered within 7 days of an ad click for sponsored products ads. |
Units 30D (SP) | Total number of units ordered within 30 days of an ad click for sponsored products ads. |
Units 7D Same (SP) | Total number of units ordered within 7 days of an ad click where the purchased SKU was the same as the SKU advertised for sponsored products ads. |
Units / Order 14D (SP) | Ordered units per Order for purchases made within 14 days. Formula: Units 14D (SP) / Orders 14D (SP) |
CPM (SP) | Cost per mille (1,000 impressions) for Sponsored Products ads. Formula: Adspend (SP) / Impressions (SP) * 1000 |
Orders 14D (SP) | Number of attributed conversion events occurring within 14 days of an ad click for sponsored products ads. |
Orders 1D (SP) | Number of attributed conversion events occurring within 1 day of an ad click for sponsored products ads. |
Orders 7D (SP) | Number of attributed conversion events occurring within 7 days of an ad click for sponsored products ads. |
Orders 30D (SP) | Number of attributed conversion events occurring within 30 days of an ad click for sponsored products ads. |
Brand Halo 7D (SP) | Percentage of sales occurring within 7 days of an ad click where the purchased SKU was different from the SKU advertised relative to all ad sales for sponsored products ads. Formula: Sales 7D Other (SP) / Sales 7D (SP) |
CPO 14D (SP) | Cost per Order for purchases made within 14 days of an ad click. Formula: Orders 14D (SP) / Adspend (SP) |
Advertising Overall
| KPI | Description |
|---|---|
Sales Share (Ads) | Share of sales (occurring within 14 days of an ad click across all ads channels) over total sales. Formula: Sales 14D (Ads) / Sales |
Units Share (Ads) | Share of units sold (occurring within 14 days of an ad click across all ads channels) over total units sold. Formula: Units Sold 14D (Ads) / Units Sold |
Adspend (Ads) | Total adspend across all Amazon ads channels (Sponsored Products, Sponsored Brands, Sponsored Brands Video, Sponsored Display). |
Sales (Ads) | Sales generated across all Amazon ads channels for purchases made within 14 days of an ad click. |
Orders (Ads) | Orders generated across all Amazon ads channels for purchases made within 14 days of an ad click. |
Impressions (Ads) | Total impressions across all Amazon ads channels (Sponsored Products, Sponsored Brands, Sponsored Brands Video, Sponsored Display). |
Clicks (Ads) | Total clicks across all Amazon ads channels (Sponsored Products, Sponsored Brands, Sponsored Brands Video, Sponsored Display). |
Units (Ads) | Total units sold across all Amazon ads channels for purchases made within 14 days of an ad click. |
CPC (Ads) | Cost per click across all Amazon ads channels. |
CTR (Ads) | Click-through-rate across all Amazon ads channels for purchases made within 14 days of an ad click. |
ACOS (Ads) | Advertising cost of sale across all Amazon ads channels for purchases made within 14 days of an ad click. |
ROAS (Ads) | Return on adspend across all Amazon ads channels for purchases made within 14 days of an ad click. |
Total ROAS (Ads) | Total return on adspend. (Blended ROAS) Formula: Sales / Adspend (Ads) |
AOV (Ads) | Average order value across all Amazon ads channels for purchases made within 14 days of an ad click. |
CPO (Ads) | Cost per order across all Amazon ads channels for purchases made within 14 days of an ad click. |
CVR (Ads) | Conversion rate across all Amazon ads channels for purchases made within 14 days of an ad click. |
CPM (Ads) | Cost per mille (1,000 impressions) across all Amazon ads channels. Formula: Adspend (Ads) / Impressions (Ads) * 1000 |
TACoS (Ads) | Total advertising cost of sale. (Blended ACOS) Formula: Adspend (Ads) / Sales |
Sponsored Display
| KPI | Description |
|---|---|
Orders 14D (SD) | Number of attributed conversion events occurring within 14 day of ad click for Sponsored Display ads. |
Views 14D (SD) | Number of attributed detail page views occurring within 14 days of ad click for Sponsored Display ads. |
Sales 14D (SD) | Total value of sales occurring within 14 days of an ad click for Sponsored Display ads. |
Sales 14D Same (SD) | Total value of sales occurring within 14 days of ad click where the purchased SKU was the same as the SKU advertised for Sponsored Display ads. |
Brand Halo 14D (SD) | Percentage of sales occurring within 14 days of an ad click where the purchased SKU was different from the SKU advertised relative to all ad sales for sponsored display ads. Formula: [Sales 14D (SD) - Sales 14D Same (SD)] / Sales 14D (SD) |
Sales 14D NTB (SD) | Total value of new-to-brand sales occurring within 14 days of an ad click for Sponsored Display ads. |
Sales 14D NTB % (SD) | Total percentage of new-to-brand sales occurring within 14 days of an ad click for Sponsored Display ads of all Sales fo Sponsored Display. |
Units 14D (SD) | Total number of units ordered within 14 day of an ad click for Sponsored Display ads. |
Clicks (SD) | Total number of ad clicks for Sponsored Display ads. |
Adspend (SD) | Total cost of ad clicks for Sponsored Display ads. |
Impressions (SD) | Total number of ad impressions for Sponsored Display ads. |
CPC (SD) | Total cost divided by total number of clicks for Sponsored Display ads. Formula: Adspend (SD) / Clicks (SD) |
CTR (SD) | Clicks divided by impressions for Sponsored Display ads. Formula: Clicks (SD) / Impressions (SD) |
ACOS 14D (SD) | Advertising cost of sales based on purchases made within 14 day of an ad click for Sponsored Display ads. Formula: Adspend (SD) / Sales 14D (SD) |
ROAS 14D (SD) | Return on advertising spend based on purchases made within 14 day of an ad click for Sponsored Display ads. Formula: Sales 14D (SD) / Adspend (SD) |
CVR 14D (SD) | Conversion rate for purchases made within 14 day of an ad click. Indicates how many purchases were made relatively to generated clicks. Formula: Orders 14D (SD) / Clicks (SD) |
AOV 14D (SD) | Average Order Value for purchases made within 14 day of an ad click. Formula: Sales 14D (SD) / Orders 14D (SD) |
CPO 14D (SD) | Cost per Order for purchases made within 14 day of an ad click. Formula: Orders 14D (SD) / Adspend (SD) |
CPM (SD) | Cost per mille (1,000 impressions) for Sponsored Display ads. Formula: Adspend (SD) / Impressions (SD) * 1000 |
Brand Searches (SD) | The number of searches that included the name of your brand occurring within 14 days of an ad click. |
Sponsored Brands
| KPI | Description |
|---|---|
Orders 14D (SB) | Number of attributed conversion events occurring within 14 days of an ad click for sponsored brands ads. |
Views 14D (SB) | The number of attributed detail page view conversions occurring within 14 days of ad click. |
Sales 14D (SB) | Total value of sales occurring within 14 days of an ad click for sponsored brands ads. |
Sales 14D Same (SB) | Total value of sales for the same SKU as advertised occurring within 14 days of an ad click for sponsored brands ads. |
Clicks (SB) | Total number of ad clicks for sponsored brands ads. |
Adspend (SB) | Total cost of ad clicks for sponsored brands ads. |
Impressions (SB) | Total number of ad impressions for sponsored brands ads. |
Units 14D (SB) | Number of sold units occurring within 14 days of an ad click for sponsored brands ads. |
Brand Searches (SB) | The number of searches that included the name of your brand occurring within 14 days of an ad click. |
Brand Halo 14D (SB) | Percentage of sales occurring within 14 days of an ad click where the purchased SKU was different from the SKU advertised relative to all ad sales for sponsored brands ads. Formula: = [Sales 14D (SB) - Sales Same 14D (SB)] / Sales 14D (SB) |
CPC (SB) | Total cost divided by total number of clicks for sponsored brands ads. Formula: Clicks (SB) / Adspend (SB) |
CTR (SB) | Click-through-rate for sponsored brands ads. Formula: Clicks (SB) / Impressions (SB) |
ACOS 14D (SB) | Advertising cost of sales based on purchases made within 14 days of an ad click for sponsored brand ads. Formula: Adspend (SB) / Sales 14D (SB) |
ROAS 14D (SB) | Return on advertising spend based on purchases made within 14 days of an ad click for sponsored brands ads. Formula: Sales 14D (SB) / Adspend (SB) |
AOV 14D (SB) | Average Order Value for purchases made within 14 days of an ad click. Formula: Sales 14D (SB) / Orders 14D (SB) |
CPO 14D (SB) | Cost per Order for purchases made within 14 days of an ad click. Formula: Orders 14D (SB) / Adspend (SB) |
CVR 14D (SB) | Conversion rate for purchases made within 14 days of an ad click. Indicates how many purchases were made relatively to generated clicks. Formula: Orders 14D (SB) / Clicks (SB) |
CPM (SB) | Cost per mille (1,000 impressions) for Sponsored Brands ads. Formula: Adspend (SB) / Impressions (SB) * 1000 |
Code Examples
Integrate Sellerfox webhooks with your favorite platform. Select your technology stack below for detailed implementation guides.
Make.com Integration
No-code automation with Make.com's visual workflow builder
Create a New Scenario
Start with a Webhooks module as your trigger
Configure Your Webhook
Set up the webhook to receive Sellerfox data
Sellerfox Data ReceiverAuto-detect (recommended)https://hook.eu1.make.com/abc123xyz...Add Actions
Process your data with 1000+ available apps
Google Sheets
Log metrics to spreadsheet
Slack
Send performance alerts
Daily reports to team
Database
Store in MySQL/PostgreSQL
Rate Limits
Technical limits for reliable webhook delivery and protection of your endpoints.
Best Practices
webhook_docs.best_practices.intro
webhook_docs.best_practices.security.title
webhook_docs.best_practices.security.subtitle
webhook_docs.best_practices.performance.title
webhook_docs.best_practices.performance.subtitle
Ensure Reliability
Build resilient webhook handlers
app.post('/webhook', async (req, res) => {
// 1. Verify authentication
const token = req.headers['authorization'];
if (token !== `Bearer ${process.env.WEBHOOK_SECRET}`) {
return res.status(401).json({ error: 'Unauthorized' });
}
// 2. Check for duplicate delivery
const deliveryId = req.headers['x-webhook-delivery-id'];
if (await isDuplicate(deliveryId)) {
return res.status(200).json({ status: 'already_processed' });
}
// 3. Quick response
res.status(200).json({ status: 'accepted' });
// 4. Queue for async processing
await queue.add('process-webhook', {
deliveryId,
payload: req.body,
timestamp: new Date()
});
});Frequently Asked Questions
Quick answers to common questions about webhook implementation and troubleshooting.
You can test your webhook integration using the "Test Webhook" button in the Sellerfox dashboard:
- Navigate to your webhook settings in the dashboard
- Click the "Test Webhook" button next to your webhook
- This sends a sample payload with
test: truefield - Verify that your endpoint receives and processes the test data correctly
The test webhook contains realistic sample data but is marked with test: true so you can distinguish it from real deliveries.
API Versioning
How we manage API versions and communicate changes
The Sellerfox Webhook API uses semantic versioning. We include the API version in all webhook request headers for your reference.
X-Webhook-API-Version: 1.0Versioning Policy
We maintain API stability through careful version management:
- Backward Compatible: Existing fields and structures remain stable within major versions
- Additive Changes: New fields and webhook types can be added without breaking changes
- Clear Communication: All changes are documented in the changelog
What This Means for You
Your integrations are protected from breaking changes:
- Your existing webhooks will continue to work when we add new features
- You can safely ignore new fields you don't need
- Major version changes (if any) will be rare and well-communicated
- Check the changelog below for updates and new capabilities
Webhook Changelog
- Launched webhook API with 6 types: Overall, Marketplace, Parent ASIN, Child ASIN, Product List, and Keyword
- Bearer and Basic authentication methods for secure delivery
- Automatic retry with hourly retries (up to 3 attempts)
- Configurable KPI selection (up to 20 metrics per webhook)
- Comprehensive payload with KPI data and metadata
- Webhook status tracking and delivery history
Support & Resources
Get help and stay informed about the Sellerfox Webhook API
Need Help Getting Started?
- Your webhook ID
- The delivery ID (from headers)
- Timestamp of the issue
- Your endpoint URL (without sensitive data)
- Error messages or response codes