How to Get Amazon Seller Data to Google Sheets

Amazon seller data to Google Sheets isn't as hard as it sounds.

The old way is to pull your Business Report, Settlement Report, and Advertising Report for the same week.

You may get three different revenue numbers. And that is where a lot of Amazon reporting confusion starts.

Ever since we started in 2012, this problem has been there the whole time. Your Business Report can count sales around order placement. Your Settlement Report reflects shipped orders, Amazon fees, refunds, adjustments, and payouts. Your Advertising Report uses ad attribution rules, so a sale may show up based on when the shopper clicked, not when you checked the report.

So if your team asks, “Which number is right?” my answer is usually, “Right for what?”

Use Business Report data when you are looking at listing performance, traffic, sessions, conversion, and SKU movement. Use Settlement data when you care about cash, fees, refunds, and margin. Use Advertising data when you are judging paid traffic.

Trying to force all three into one revenue number too early is how the sheet starts lying to you.

It is like comparing a blood pressure reading to an X-ray. Both can be correct. They are measuring different things.

Your Amazon numbers can disagree and still be correct

Amazon has the data, but it is separated by report type before it ever reaches your spreadsheet.

Amazon’s SP-API Reports documentation  says reports help sellers monitor inventory, track orders, get tax information, track returns, and manage other selling data. In plain English, Amazon organizes reports by function. Your team does not work that way when it is making decisions.

You ask questions like:

• Which SKU is growing?
• Which SKU made money after fees and refunds?
• Which product is about to run out of stock?
• Which ad spend is tied to real sales growth?
• Which return pattern is hurting margin?
• What did Amazon actually pay us?

No single Seller Central export answers all of that.

A seller in Amazon’s forum asked for daily automation to export SKU, quantity sold, fees paid, and sale price into Google Sheets so it could become a source of truth across channels and ad spend.

That is the real need. You do not just want more exports. You want the right Amazon data in the right tabs so the team stops rebuilding the same workbook every week.

For listing and traffic decisions, I would start with Business Report data. For cash and margin, I would use settlement and fee data. For ad efficiency, I would use advertising data and then connect it to total sales in Sheets.

I would not build margin from Business Report revenue. That number is useful for sales and traffic analysis, but it is the wrong base for cash, fees, refunds, and payout decisions.

Amazon seller data falls into four jobs

Amazon seller data is easier to organize when you stop thinking by report name and start thinking by job.

I would group the data into four buckets:

1. Activity data
   Sales, orders, traffic, sessions, advertising clicks, ad spend, and conversion data. This tells you what happened.
2. Stock data
   Available units, reserved units, inbound shipments, stranded inventory, aging inventory, and restock data. This tells you whether you can keep selling.
3. Money data
   Fees, settlements, refunds, reimbursements, charges, and payout data. This tells you what Amazon actually paid after the sale.
4. Product data
   SKU, ASIN, FNSKU, product title, brand, category, BSR, pricing, ratings, and reviews. This gives every other tab a stable product reference.

That is the cleanest way I know to prevent the workbook from turning into a junk drawer. Each report still has its own raw tab, but the whole sheet has a simple mental model.

Amazon Seller Data to Google Sheets Planning

A useful Amazon seller workbook starts with source tabs. Do not build the final analysis view first.

Here is the full map I would use before writing formulas.

If you need order rows, purchase dates, quantity ordered, fulfillment status, and order-level analysis, use the Amazon order data to spreadsheet guide.

If you need spend, clicks, impressions, ACoS, ROAS, TACoS, and conversion, use the Amazon advertising metrics guide.

If you need reserved units, inbound stock, and FBA quantity tracking, use the FBA inventory data in Google Sheets article.

First mistake is merging reports before knowing what decision they feed

Your sheet breaks when someone merges report categories too early and then builds formulas on the wrong number.

Business Report revenue is useful for listing and sales analysis. Settlement revenue is useful for cash and margin. Advertising attributed sales are useful for paid traffic analysis. Those are different jobs.

Here is how I would decide which report feeds which decision.

For fee-specific setup, use the Amazon seller fees into Google Sheets guide. For return reason codes and returned-unit analysis, use the Amazon FBA returns in Google Sheets article.

And for daily sales movement, use the Amazon sales tracker in Google Sheets article.

Watch this video where I show the full details of how it works.

Automated Amazon Seller Data to Google Sheets in Action

The sheet architecture that will help you

A clean Amazon seller workbook has raw tabs, reference tabs, calculation tabs, and analysis tabs.

I would not put formulas inside your raw imports. I would not let the team type notes into imported rows. And I would not build the final analysis view until the source tabs are stable.

Here is the structure I trust.

The raw tab is the pantry. The calculation tab is the kitchen. The analysis tab is the plate you hand to the team.

If you cook in the pantry, everything gets messy. Same with spreadsheets.

Lock your raw tabs before anyone else uses the workbook. Put formulas in calculation tabs. Put team-facing numbers in analysis tabs. If someone needs to correct a SKU name, marketplace label, or product grouping, use a reference tab instead of editing the source data.

The Gorilla ROI supported data page lists field examples like SKU, ASIN, OrderedProductSales, UnitsOrdered, TotalOrderItems, Fulfillable, Reserved, Inbound_Working, Inbound_Shipped, Order ID, Purchase Date, Amazon Commission, FBA Fulfillment Fees, and reimbursement fields such as Reimbursement Id, Case Id, Reason, Amount Per Unit, and Amount Total.

That field-level structure matters because formulas depend on stable column names and stable source tabs.

Connect the reports in the order your team uses them

I would not connect every Amazon report on day one just because the data exists.

Start with the business question that hurts now.

1. Sales
   If your team cannot trust daily sales by SKU or ASIN, every other analysis starts weak.
2. Inventory
   Sales tells you what happened. Inventory tells you whether you can keep selling.
3. Orders
   Order data matters when you need purchase date, fulfillment channel, status, marketplace, quantity ordered, shipping state, or order-level checks.
4. Advertising
   Ad data makes more sense once sales data is already in the workbook. ACoS and ROAS explain paid traffic. TACoS needs total sales, so it belongs in a sheet.
5. Fees and settlements
   Bring these in when the question becomes profit, payout, cash reconciliation, or SKU margin.
6. Returns, pricing, rank, reviews, and inbound shipments after that
   Add these only when the team has a specific use case. Otherwise, your workbook becomes a data junk drawer.

You do not need every report connected tomorrow. You need the reports that answer the next decision.

Where Gorilla ROI fits

Gorilla ROI is a Google Sheets data connector and hub for ecommerce operations. It pulls Amazon, Shopify, and Walmart data into Google Sheets so your team can build the reports it needs without downloading CSV files every week. More integrations are on the way.

For Amazon, the workflow is simple:

1. Connect the Amazon account.
2. Choose the data type.
3. Pick the report area or fields.
4. Send the data to the right tab.
5. Refresh the same structure again.

If you run more than one channel, keep Amazon, Shopify, and Walmart raw tabs separate first. The Amazon Shopify Walmart reporting guide goes deeper on that setup.

Use CSV exports if the math does not justify automation

Gorilla ROI is the wrong choice if your manual process is still cheaper than the subscription and simple enough that nobody breaks it.

Add up the hours your team spends pulling Amazon reports each week. Multiply that by the person’s real hourly cost. Then add the cost of mistakes: stale reports, overwritten formulas, duplicated rows, and decisions made from old data.

If that number is still small, keep the CSV process.

I would keep manual exports if:

• Your Amazon account is still small.
• One person owns the spreadsheet and does not miss pulls.
• You check reports monthly, not weekly or daily.
• Your team does not work from Google Sheets.
• You need a finished screen with no spreadsheet setup.

But once the export becomes the job, I would stop pretending the manual process is free.

The setup rule I would not skip

Protect raw tabs before anyone uses the workbook.

That rule prevents more spreadsheet damage than any fancy formula I have built.

Your first working version should have:

• Create one raw tab per Amazon data type.
• Build one product master tab for SKU, ASIN, FNSKU, title, brand, and marketplace.
• Put formulas in calculation tabs, not raw tabs.
• Use analysis tabs for the numbers your team checks.
• Assign one owner to check row counts after refreshes.
• Add a notes tab that explains which revenue number feeds which decision.

Do this before charts, summaries, or custom views.

It is the spreadsheet version of putting plumbing in before you decorate the house. The pretty part can wait if the source data is still unstable.

Amazon seller data to Google Sheets FAQ

What Amazon seller data can be pulled into Google Sheets?

You can pull sales, orders, inventory, advertising, fees, settlements, returns, reimbursements, product data, BSR, pricing, inbound shipment data, and review-related data into Google Sheets when your connector supports those data types. Exact fields depend on the report, marketplace, permissions, and connector output.

Why do my Amazon revenue numbers disagree across reports?

Business Reports, Settlement Reports, and Advertising Reports use different source logic. Business Reports help with sales and traffic analysis. Settlement Reports help with payout, fees, refunds, and cash reconciliation. Advertising Reports help with attributed ad performance.

Should every Amazon report go into one Google Sheet tab?

No. Put each report family in its own raw tab, then build logic and review tabs on top. One giant tab becomes hard to audit, slow to manage, and easy for the team to break.

What is the first Amazon report I should connect?

Start with the decision that hurts now. If stockouts are the problem, start with sales and inventory. If profit is unclear, start with sales, fees, refunds, and settlements. If daily volume is the issue, start with sales and orders.

Does Gorilla ROI replace Seller Central?

No. Seller Central is still where you manage the Amazon account. Gorilla ROI pulls structured Amazon data into Google Sheets so your team can analyze it without rebuilding exports.

Can I use this setup for Amazon, Shopify, and Walmart together?

Yes, but keep the raw data separate first. Amazon, Shopify, and Walmart do not share the same source structure. Build shared analysis tabs after each platform lands cleanly in its own raw tabs.

References to other articles in this series