Why my numbers don't match Seller Central or the Ads console

Small differences are normal. These are the usual reasons, most common first.

1. Time zone and date range

Dates follow the store's local calendar, not UTC and not your computer's. Seller Central and the Ads console can also use their own day boundaries. Compare the same store, the same whole days and the same marketplace.

2. What counts as a sale

Total Sales is ordered product sales: unit price × quantity ordered, by order date. Cancelled orders and cancelled items are left out, and so are items without a price. Seller Central reports can include or exclude these differently, and they are revised as orders ship, cancel or reprice.

3. Ad sales use Amazon's 7-day window

Ad sales are Amazon's 7-day total sales, the same number the Ads console calls total sales. For % Organic, Sponsored Brands and Sponsored Display sales are added too, over Amazon's own attribution windows for those ads.

4. Late ad data

The newest 1 to 2 days can have orders but no ad cost yet. We count ratios only up to the last day with ad data. See How fresh is my data.

5. Order counts come from Seller Central

Order counts everywhere (Total Orders, Marketing Cost per Order, Cost per Acquisition, Cart → Purchase) come from your Seller Central orders, not Amazon's ad-attributed orders. The only exceptions are the per-search-term views, where Amazon's ad orders are the only source because an order cannot be tied to a search term any other way.

• The dashboard's Total Orders counts orders that are pending, unshipped, partially shipped or shipped. Cancelled orders are not counted.
• The Orders page row count and Cart → Purchase count every status, cancelled included.
• Tiles such as Average Order Value and Marketing Cost per Order use the orders behind Total Sales, so cancelled orders and unpriced items are excluded there too.

6. Cart numbers come in whole weeks

Brand Analytics reports a Sunday to Saturday week and cannot split it by day, so a range like "last 30 days" can leave out a few days at each end. For an exact match with Seller Central, pick a whole calendar month: we then use Amazon's monthly report. See Cart metrics and Brand Analytics.

7. TACOS is not a Seller Central number

Seller Central and the Ads console do not show TACOS. It is Ad Cost ÷ Total Sales, so it differs if either side differs. Check Ad Cost and Total Sales first. See How TACOS, ACOS and % Organic are calculated.

Still different?

Contact support with the store, the page, the date range and the figure you expected. A screenshot of the Seller Central or Ads console number helps.