Amazon analytics in Uptova: what we read, what you get, what we never do
Uptova is software for Amazon sellers and agencies. It combines advertising data from the Amazon Ads API with selling partner data from the Selling Partner API (SP-API) so that each seller sees the true profitability of their own advertising. This page describes our analytics services publicly: the Amazon reports they rely on, what you receive, and the rules we apply to that data.
Last updated: 15 September 2026
1. Which Amazon data Uptova reads
- Amazon Ads API: campaigns, ad groups, keywords and targets, search-term reports, bids, budgets and performance metrics; hourly Amazon Marketing Stream signals where Amazon enables them for your account.
- Selling Partner API roles we request, and why: Product Listing — title, image and attributes of your advertised ASINs, to show a readable catalogue and, only when you confirm a change in the listing editor, to transfer that listing content to Amazon. Pricing — your prices, to compute margin and the advertising break-even. Inventory and Order Tracking — FBA stock and orders, for sales velocity and to pause advertising automatically when a product runs out of stock. Finance and Accounting — fees, refunds and promotions, to report net instead of gross revenue. Selling Partner Insights — account-level order metrics for the most recent days, before reports are consolidated. Brand Analytics — the reports described in the next section.
- We request no restricted roles and receive no buyer personal data: no names, addresses, e-mail addresses, phone numbers or payment information. Uptova writes to your accounts solely for changes you approve — individually, or through automation rules and listing tests you start within the limits you set: advertising changes through the Amazon Ads API, and listing content updates through the Selling Partner API Listings Items API (Product Listing role). Everything else is read.
2. Brand Analytics role: the reports and what you get from them
Each report is retrieved for your own account only and shown inside your workspace. The table lists what Amazon provides, what Uptova derives from it for you, and how often it refreshes.
| Report | What Amazon provides | What Uptova shows you | Refresh |
|---|---|---|---|
| Sales and Traffic (per ASIN and day) | Sessions, page views, units ordered, ordered revenue, Buy Box percentage (Data Kiosk sales-and-traffic dataset; Sales and Traffic report as fallback) | Conversion rate per product, TACoS, organic sales share, per-product profitability, automatic ad pausing when stock runs out | Daily, as Amazon publishes it |
| Amazon Search Terms (Brand Registry sellers) | Top search terms with search frequency rank, the three most clicked ASINs per term, click share and conversion share | Which search terms lead to your products and to competing products, mapping of terms to your campaigns, keyword harvesting and negative-keyword candidates, the gap between demand and your share | Weekly, as Amazon publishes it |
| Market Basket (Brand Registry sellers) | Products most often bought together with yours | Cross-sell and bundle ideas, product-targeting candidates for Sponsored Products and Sponsored Display | Weekly or monthly |
| Repeat Purchase (Brand Registry sellers) | Share of repeat customers and repeat orders per ASIN and period | Retention and Subscribe & Save decisions, customer-value considerations in bid targets | Weekly, monthly or quarterly |
| Promotion Performance | Revenue and units attributed to your coupons and deals | Promotions and advertising are not double-counted in profitability | As Amazon publishes it |
3. How the figures are calculated
- TACoS = advertising spend ÷ total sales of the product. Organic share = (total sales − ad-attributed sales) ÷ total sales. Conversion rate = units ordered ÷ sessions. Profitability = revenue − Amazon fees − advertising spend − the product cost you enter.
- Every figure is shown with its date range and source. When Amazon has not published a report yet, the metric is marked as pending — it is never estimated or back-filled from other sellers.
- AI Cockpit answers are generated from these same figures and quote them. They are labelled as suggestions; no recommendation changes your Amazon account without your approval.
4. Our data-use commitments
- Your account only. Amazon data is processed exclusively within the account of the selling partner who authorised Uptova — or the agency acting for that seller — to provide the service to that selling partner.
- Never combined across sellers. We do not aggregate, pool or compare data from different sellers' accounts, and we do not build datasets, benchmarks, category averages or indexes from it — not for other customers, not for competing sellers, not for ourselves.
- Never sold or shared with third parties. No Amazon data is sold, licensed, exchanged or passed to data brokers, advertising networks or other sellers. Data reaches only the processors named in our Privacy policy (hosting, transactional e-mail, error monitoring, and — only for an AI feature you trigger — the AI model provider answering that request), each bound by a data processing agreement.
- No insights about Amazon's business. We do not publish or share market reports, category trends, studies or any other insight derived from Amazon data, and we do not use such insights for our own business purposes.
- No external Amazon-data services. Uptova does not use, offer or promote external non-Amazon services that vend information retrieved from Amazon websites. The Brand Analytics and advertising services described on this page use the Selling Partner API and the Amazon Ads API.
- Isolated and protected. Each seller’s data lives in its own tenant scope enforced by row-level security; Amazon authorisations are held server-side and pass through your browser only as an encrypted, time-limited blob during connection.
- Deleted when you leave. Disconnecting Amazon deletes the stored authorisation immediately and stops every sync; the related Amazon data, including these reports, is deleted no later than 30 days after you close your account or ask us at contact@uptova.com.
- These commitments follow Amazon's Acceptable Use Policy and Data Protection Policy.
5. Who can use it, and what it costs
The analytics above are included in the Starter, Growth and Scale plans listed on the Pricing page. Agencies work per client account, each with its own Amazon authorisation. Brand Registry reports appear for sellers enrolled in Brand Registry.
6. Questions
Write to contact@uptova.com. Uptova is an independent software provider and is not affiliated with or endorsed by Amazon. Amazon, Seller Central, Amazon Ads and Amazon Brand Analytics are trademarks of Amazon.com, Inc. or its affiliates.