Are Amazon Seller Central UI reports the same as SP-API data?
Mostly yes, but not always in real time. Some UI reports are pre-aggregated while SP-API delivers raw or lightly processed feeds. Numbers can differ by a few percent for a day or two, then reconcile. Trust the API for reconciliation, and trust the UI for daily glance.
Where the deltas show up
Advertising: SP-API and UI reconcile daily but intraday can diverge. Business Reports: UI updates faster on same-day traffic. Settlement: API is source of truth once the disbursement is closed.
How to reconcile
Pick one system of record per data type. Nova uses SP-API and Amazon Ads API for its aggregates and reconciles to settlement on payout. That is the pattern most mature ops teams follow.
Frequently asked questions
Is SP-API real time?
Near real time for orders and inventory. Reports API is async and can lag from minutes to hours.
Do the numbers ever permanently differ?
Rarely. Amazon reconciles within 72 hours in most cases.
Should I audit the UI or the API?
Audit against settlement. That is the payout source of truth.
See this in Nova
Nova surfaces this metric per SKU in near real time so you can act before your next monthly close catches it.
Try Nova free for 14 daysRelated questions
What is the difference between Amazon Business Reports and Brand Analytics?
Business Reports show what happened on your listings: sessions, page views, buy box, unit-session percentage. Brand Analytics shows what shoppers did across the whole marketplace: which search terms drove clicks and purchases, which ASINs share cart with yours, and repeat purchase behavior.
How do I build an ASIN-level P&L from Amazon reports?
Combine settlement data (revenue, fees, refunds), advertising reports (ad spend per SKU via product-level attribution), and your COGS file. Roll up weekly and monthly per ASIN. Most sellers underestimate refunds and product-level PPC when they build this themselves.
What reporting do I get from Amazon DSP?
DSP reporting shows impressions, clicks, view-through and click-through conversions, and ROAS with a longer attribution window than Sponsored Ads. Custom reports are configurable. Most brands rely on the agency or Amazon Ads console; the raw data feed is not exposed the same way SP-API exposes 3P.
How do I use the Search Query Performance report?
The Search Query Performance report shows how your brand and each ASIN perform on specific search terms: impressions, clicks, cart adds, purchases, and market share. Use it to prioritize keywords where you have search-share upside, not just current conversion.