Data still syncing, or numbers that look behind
How long the first sync takes, why some figures lag Amazon by a day or more even afterwards, and what to check when a number is missing.
TL;DR: Your ad history usually syncs within a day of connecting Amazon Advertising. Total sales and your products come from Seller Central, so they need the Selling Partner connection: without it they show $0 or nothing while your ad results look normal. After that, Amazon reports late: figures settle over about two days, and Search Query Performance arrives more than a week behind.
The first sync
Connecting Amazon Advertising starts a pull of your advertising history — campaigns, search terms, spend. Today says your history is still syncing at the top of the page, and the sidebar shows Learning your account until it lands. Most accounts finish well inside a day.
Connecting Selling Partner starts a second import, from Seller Central: your products, total sales, units and stock. Your products usually appear within an hour. Sales history takes longer, up to a day or two on a large account, because Amazon limits how quickly its reports can be requested. That holds whenever you connect it, whether at sign-up or weeks later.
You can use Autron in the meantime. Ask a question and the agent tells you what it can and cannot see yet, rather than quietly returning a number built on half the data. Your full performance audit is written and emailed once the history is in.
Why numbers lag even after that
Autron reads what Amazon has reported, and Amazon reports late:
- Ad and sales figures for a given day keep changing for about two days as attribution settles. Yesterday is always provisional.
- Search Query Performance — the whole-market search data — is published weekly and lands more than a week after the period it covers.
So "last 7 days" in Autron will not match a report you pull from Amazon this minute, and a comparison that ends today is comparing a settled period against an unsettled one. Ask for periods that end two or more days ago when precision matters.
When something is missing
- Total sales show $0 or are blank, or your Products tab is empty, while your ad results look normal. Total sales, units, sessions, TACoS and your products all come from Seller Central, through the Selling Partner connection. Check Settings → Connections: if Selling Partner isn't connected, connect it there. Your Amazon Advertising connection is fine and doesn't need reconnecting. See Connect Amazon Advertising.
- A product is missing. Your products come from Seller Central, so they need the Selling Partner connection. With it connected, a new listing appears once Amazon includes it in your catalogue and the next sync runs. If it has been more than a day, ask the agent for it by ASIN — it says whether it can see the listing.
- Everything is stale and Today says Autron can't see or change your ads. That is an expired authorisation, not a sync problem. See Amazon needs to be reconnected.
- Still syncing after a day. Ask the agent to pass it to the team, or email hello@autron.ai with the seller name; a stuck first sync is something the team restarts.