How dependent is the brand on Amazon vs its own Adobe storefront? Concentration risk + early signal of marketplace policy hit.
At a glance
Amazon Seller Central revenue divided by Amazon + Adobe DTC combined revenue, expressed as a percentage. Tells you how much of your top-line depends on the marketplace versus your owned storefront. Above 50% is concentration risk, a single Amazon policy change, suspension, or Buy Box loss can wipe out half the business overnight.
Calculation
Worked example
A consumer-electronics brand on Adobe Commerce 2.4.6 with US, UK, and B2B Store Views, also selling on Amazon US, Amazon UK, and Amazon DE via Seller Central. The 30-day window covers 14 Mar 26 to 12 Apr 26.
The card just crossed the 50% concentration threshold. What this is telling the merchant:
- Amazon now drives more revenue than your owned channel. Above 50% is the strategic warning zone, a single Amazon policy hit (suspension, Buy Box loss, takedown of a hero ASIN, ToS violation) can wipe out a quarter of the business in 24 hours. The card is a strategic-risk indicator, not an outage indicator.
- The B2B portal ($58,220) inflates the Adobe denominator and artificially lowers Amazon share. Most Amazon-vs-DTC analyses are about consumer business; B2B is a separate motion. With B2B excluded, Amazon share rises to 54.7%, the real concentration is worse than the headline.
- vs prior 30 days the share moved from 47.2% to 51.4%. Investigate which side moved: did Adobe DTC drop (a campaign ended, paid-ads softened) or did Amazon grow (a Lightning Deal landed, an ASIN went viral)? Pair with Total Revenue trend and
amazon_sp.amazon_sp_total_revenue. pending_paymentorders ($12,168) inflate the Adobe denominator slightly, understating Amazon share by ~0.7 percentage points. The “realised cash” Amazon share (excludingpending_payment) is ~52.1%.- The European mix is heavier on Amazon than the US mix. Amazon UK + DE = 101k (ratio 60.7%). Amazon US = 272k (ratio 53.4%). The brand is more dependent on Amazon in Europe than in the US, drives a different rebalancing strategy per region.
Sibling cards merchants should reference together
This is a strategy card, pair with these to drive decisions:Reconciling against the vendor’s own dashboard
Where to look in Adobe Commerce Admin: Adobe Commerce doesn’t natively know about Amazon, so reconciliation is per-side. For the Adobe denominator:Reports > Sales > Orders (or Reports > Sales in 2.4.6+). Set the same 30-day window, scope to All Store Views, Status filter “All Orders”. The Total Revenue column is the Adobe denominator. Cross-check with Total Revenue.For the Amazon numerator (in Amazon Seller Central, not Adobe Admin):
Reports > Business Reports > Sales and Orders by Date in Seller Central. Set the same 30-day window. The “Ordered Product Sales” column should match the Amazon numerator within ~1% (Amazon’s Business Reports include Pending orders; SP-API does too).Other Adobe Commerce Admin views that look relevant but aren’t:
- Marketing > Communications: email/transactional, not channel-revenue.
- Catalog > Products with marketplace flags: shows which SKUs sync to which channel, not channel revenue.
- Reports > Sales > Coupons: coupon-revenue, not channel-revenue.
- Stores > Configuration > Sales: configuration, not data.
- Customers > Now Online: irrelevant.
Cross-connector reconciliation (when these connectors are connected for this merchant):
This card is itself a cross-connector view. The honest reads:
Known limitations / merchant FAQs
Why does Amazon Seller Central show a different revenue figure than the numerator on this card? Three usual causes: (1) timezone, Seller Central renders in your account’s locale, the SP-API uses UTC; (2) you’re looking at a different metric in Seller Central, “Ordered Product Sales” matches but “Sales” sometimes excludes shipping/tax, and “Net Sales” subtracts refunds; (3) sync lag, SP-API rate-limits can leave the most recent few hours stale. My finance team says Amazon revenue is lower, why? Both sides on this card are gross of refunds. Amazon’s A-to-Z claims and return-refunds get processed up to 90 days post-order; finance typically uses Amazon’s settlement reports which net them out. This card uses SP-API order data which doesn’t net them. Pair withamazon_sp.amazon_sp_refund_value for the offset.
What’s the difference between state and status and how does it affect this card?
On the Adobe side: state is the lifecycle (8 values); status is the configurable label. The denominator sums all states regardless. On the Amazon side: Amazon’s OrderStatus is fixed (Pending, Unshipped, PartiallyShipped, Shipped, Canceled, Unfulfillable). The numerator includes everything except Canceled, matching the spirit of the Adobe-side inclusion of canceled (we want orders placed, not realised). This is intentional but worth knowing if you’re cross-checking.
Why does Adobe’s pending_payment matter to a card about Amazon share?
Because it inflates the Adobe denominator. A high-fail Adobe gateway can have 5%+ of grand_total sitting in pending_payment (orders the gateway didn’t confirm). That bloats the denominator and depresses the Amazon share artificially. For a “realised cash” view, filter Adobe to state IN (processing, complete, closed).
What’s grand_total vs base_grand_total and which does this card use?
grand_total is the order’s display currency; base_grand_total is the store’s base currency, FX-converted at order time. This card uses grand_total (display currency, mixed without FX) on the Adobe side and OrderTotal.Amount (display currency per marketplace) on the Amazon side. The combined ratio is approximately FX-neutral if both channels share similar geo mix; biased otherwise. Multi-currency international merchants should consider per-region card variants.
My multi-store Adobe Commerce, can I see per-region Amazon share?
Not on this card directly. Filter both sides per region: connect a per-marketplace Amazon (US, UK, DE) view alongside a per-Store-View Adobe filter. A per-region card variant is on the roadmap.
Why doesn’t Adobe Commerce dashboard show Amazon share?
Adobe Commerce doesn’t natively know Amazon exists. Some merchants use the Amazon Sales Channel module or M2EPro to bring Amazon orders into Adobe with a marketplace tag, that’s a configuration, not a default. If your setup does that, this card double-counts; configure the manifest to exclude marketplace-tagged Adobe orders from the denominator.
My Stripe revenue and Amazon revenue don’t match, expected?
Yes. Stripe is the Adobe DTC payment processor only; Amazon doesn’t use Stripe. There’s no direct relationship. Stripe sees the Adobe-side cash flow; SP-API sees the Amazon-side. They’re parallel, not overlapping.
Why doesn’t Google Analytics show Amazon revenue?
GA4 only tracks traffic on your Adobe Commerce storefront. Amazon shoppers never touch your site, so GA4 has no view of them. This card is the only place to get the channel-vs-channel revenue mix.
My Amazon share is below 50%, am I safe?
The 50% threshold is informational, not a guarantee. Some healthy DTC brands run at 60-70% Amazon and are fine because their margins on Amazon and DTC are roughly equal. Some struggling brands at 30% Amazon are in trouble because their Amazon margin is razor-thin while DTC subsidises. Use this card alongside amazon_sp.amazon_sp_buy_box_pct, per-channel margin analysis, and your category’s typical concentration to make a judgement.
Why does today’s number swing so much?
Daily resolution on a 30-day rolling window is smoothed enough to be stable; the share rarely moves more than 1-2 percentage points day-to-day. If you see >5pp swings between days, one of the connectors is having sync issues. Check the most recent sync timestamps on both Amazon SP and Adobe Commerce in your Vortex IQ workspace settings.