We use Amazon API to retrieve the data and they offer 72 hours SLA*.
From Amazon API team:
“Our SLA* on performance metric is 24h.
This means we may share up to date clicks, costs or impressions until after 24 hours.
Furthermore, our SLA* on sales data is 72 hours.
This means we may share up to date sales data until after 72 hours.”
*A service level agreement (SLA) is a contract between a service provider (in this case Amazon) and the end user (Zon.Tools) that defines the level of service expected from the service provider. SLAs are output-based in that their purpose is specifically to define what the end user will receive.
Which means that the data most of the time is available much earlier than contractual 24 or 72 hours, but generally not precisely updated.
Nonetheless, Zon.Tools requests API updates about 10 times/day, and we run rules 4 times/day on any new data Amazon makes available to us.
Remember that, if you have just signed up and connected to our system for the first time, Amazon will make available to us only the previous 60 days of data.
Additionally, depending on the size of your advertising account, it might take up to 3 days to finalize the import.
Keep this in mind when logging into your PPC dashboard the first time.
When analyzing data, do note that last 1-3 days are not good to look at for any conversion window, so for the most accurate information, analyze data at least one weeks old.
If you skip the last week (to reduce data fluctuation) and look at 7-day windows, it should precisely match with what you see on Seller Central.
You might notice that sometimes the Search Term reports are not matching upper-levels stats.
Amazon is not sending all of the search terms data through API anymore. They randomly filter out search terms with no click or ones with low impressions.