What Is Data Hub?
Data Hub is your Amazon data warehouse — a managed MySQL database, hosted by Seller Labs, that pulls your Seller Central and Amazon Advertising data into one place. You can query it directly with SQL, connect it to your favorite BI tool, or let AI analyze it for you through the Amazon MCP Server.
No more downloading reports. No more stitching spreadsheets together. Just your Amazon data, in one place, refreshed for you.
Data Hub is included with Profit Genius and with the Genius Bundle.
What Data Is Available?
Data Hub holds more than 50 tables, fed by the Amazon Selling Partner API, the Amazon Advertising API, Amazon report feeds, and a set of pre-built summary tables we calculate for you.
🛒 Marketplace & Orders
- Orders and order items, down to the line level
- Listings and catalog data
- Settlements and financial transactions
- Returns and daily sales revenue
📦 FBA Inventory & Fees
- FBA inventory levels, restock planning, and inventory ledger history
- FBA reimbursements
- FBA fee previews
- Monthly and aged (long-term) storage fees
- Removal order detail
📢 Advertising
- Campaign, ad group, product ad, and placement performance
- Keyword, search term, and targeting performance
- Purchased products by keyword and by target
- Portfolios and Sponsored Brands reporting
- Hourly advertising traffic and conversions (AMS stream)
📊 Traffic, Rank & Search
- Amazon business reports — sessions, page views, Buy Box percentage, conversion
- Sales ranks
- Search Query Performance, daily and monthly
💰 Profit & Pre-Built Summaries
- Daily SKU-level and account-level profitability
- Daily ad pivots by account and by SKU
- Transaction pivots for settlement reconciliation
- Hourly advertising pivots with full history
⭐ Reviews & Buyer Messaging
- Product reviews and seller feedback
- Feedback Genius messages sent — custom and Request a Review
All timestamps are in UTC unless the Data Dictionary notes otherwise. For the complete table list with every column, data type, update frequency, and sample data, see the Data Hub Data Dictionary.
What to Expect
How far back your history goes
When you first connect, we backfill what Amazon makes available — and Amazon’s limits differ by data type:
- Orders, sales, and financials: roughly the last two years.
- Advertising: roughly the last three months. Amazon’s Advertising API caps historical reporting, so this is a hard ceiling — not something we can extend.
From the day you connect, everything accumulates going forward. Nothing is deleted, so your advertising history keeps growing past that initial window.
💡 Pro Tip: If you want a full year of ad data for year-over-year comparisons, connect now and let it build. The earlier you connect, the earlier your advertising history starts.
How often your data refreshes
- Most tables update daily, and several update multiple times a day.
- Hourly advertising traffic (impressions, clicks, spend) lands within about two hours of the hour it covers.
- Hourly advertising conversions take longer. Amazon attributes a sale back to the hour of the click, so rows keep arriving for days afterward.
💡 Pro Tip: Spend-side metrics are safe to act on the same day. Any hourly ACoS, ROAS, or conversion-rate figure will read low at first and revise upward — give it two to three days before treating it as final.
The Data Dictionary lists both the update frequency and the typical Amazon lag for every table. The two are not the same thing, and the lag column is the one that tells you when data is actually usable.
What Can You Do With It?
🔌 Connect Any BI Tool
Data Hub gives you standard MySQL credentials — host, port, database name, and password. Connect it to:
- Looker Studio
- Tableau
- Power Query (Excel)
- Any tool that supports a MySQL connection
💡 Pro Tip: You select one tool at a time when you add a connection — but the credentials you receive are standard MySQL credentials, so you can point any MySQL-compatible tool at them.
Need help connecting? See the Generic MySQL Connector guide.
🧪 Query It Without Writing SQL
The AI Query Builder lives inside Profit Genius, under The Lab in the left-hand navigation. Pick a table and the columns you want, and it writes the SQL for you — then runs it and drops the results into a table you can filter, copy, or download as a spreadsheet.
It also ships with pre-built queries for common questions, including restock timing, multi-pack bundling opportunities, and high-return-rate products.
Full walkthrough: AI Query Builder — Unlock the Power of SQL Without Coding.
🤖 Ask AI With the Amazon MCP Server
Connect the Amazon MCP Server to Claude and ask questions in plain English. Claude writes the SQL against your Data Hub and gives you the answer.
Examples:
- “What were my top 10 most profitable SKUs last month?”
- “Which ad campaigns have the highest ACoS this week?”
- “Show me inventory that has been sitting for over 90 days.”
- “Compare this month’s ad spend and profit to last month’s.”
Setting it up in a desktop or IDE environment instead? See Connecting the Amazon MCP Server via Claude Code app. For more ideas, see 61 Claude Prompts for Your Amazon MCP Server.
💡 Pro Tip: The Amazon MCP Server is available on the Genius Bundle plan. Data Hub itself is included with Profit Genius, but the AI connector is a Bundle feature.
📈 Build Custom Reports
Seller Central reporting only goes so far. With Data Hub you can:
- Build period-over-period comparisons across your full stored history
- Combine ad spend with profitability in a single view
- Create dashboards that refresh on their own
- Generate client-ready reports across multiple accounts (agencies)
Who Is It For?
- Amazon sellers who want to stop downloading CSV files and query their data directly
- Agencies managing multiple accounts who need consolidated reporting
- Data-driven sellers who want Amazon data inside their existing BI stack
- AI-curious sellers who would rather ask questions in plain English than write SQL
Getting Started
- Subscribe to Profit Genius or the Genius Bundle — Data Hub is included with both.
- Connect your data — in Seller Labs, open the hamburger menu, go to Profit Genius → Data Hub, and click Add Connection. Full walkthrough: Data Hub Onboarding and Connection Process.
- Pick your tool — Looker Studio, Tableau, Excel, or anything that speaks MySQL.
- Start querying — write your own SQL, use the AI Query Builder inside Profit Genius, or connect the Amazon MCP Server and let AI do it for you.
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