> ## Documentation Index > Fetch the complete documentation index at: https://docs.vortexiq.ai/llms.txt > Use this file to discover all available pages before exploring further. # Amazon Revenue Share vs Adobe DTC, Adobe Commerce > How dependent is the brand on Amazon vs its own Adobe storefront? Concentration risk + early signal of marketplace policy hit. How to read it, why it matte... **Metrics type:** [Cross-Platform Metrics](/nerve-centre/overview#metrics-types-explained) • **Category:** [Ecommerce Platform](/nerve-centre/connectors#connectors-by-type) > 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. | | | | ------------------------------------------------------ | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **What it counts** | Numerator: Amazon Seller Central revenue (sum of `OrderTotal.Amount` from the Amazon SP-API `Orders` resource) over the 30-day window. Denominator: Amazon revenue + Adobe Commerce `SUM(grand_total)` across all Store Views over the same window. Returned as a percentage of total combined revenue. | | **API field** | Amazon side: `OrderTotal.Amount` from `GET /orders/v0/orders` (Amazon SP-API). Adobe side: `grand_total` from `GET /rest/V1/orders`. | | **VAT / tax treatment** | **Mixed.** Amazon `OrderTotal` is the customer-paid total inclusive of any tax Amazon collected on the merchant's behalf (Marketplace Facilitator regions, e.g. UK, EU, US-most states). Adobe `grand_total` is also inclusive of tax. Apples-to-apples in tax-inclusive markets. In tax-exclusive markets (some US states without Marketplace Facilitator, B2B Adobe stores), there's a small bias. | | **Shipping inclusion** | **Included on both sides.** Amazon `OrderTotal` includes `ShippingPrice`; Adobe `grand_total` includes `shipping_amount`. | | **Discounts** | Already deducted, both sides. Amazon's discounts (Lightning Deals, coupons, Subscribe & Save savings) are already netted in `OrderTotal`. | | **Credit Memo refund treatment** | **NOT subtracted on either side.** Adobe Commerce `grand_total` is unchanged after a Credit Memo (refund lives separately). Amazon's `OrderTotal` is unchanged after an A-to-Z claim or return refund. Both sides are gross of refunds. To see net-of-refund concentration, divide *Net Amazon Revenue* by *Net Combined Revenue*. | | **`state` machine inclusion** | **All Adobe states included** (matches [Total Revenue](/nerve-centre/kpi-cards/adobe-commerce/total-revenue)): `new`, `processing`, `complete`, `closed`, `canceled`, `holded`, `pending_payment`, `payment_review`. Amazon side counts orders in any non-`Canceled` Amazon order status (Pending, Unshipped, PartiallyShipped, Shipped). The Adobe `pending_payment` quirk means a high-fail Adobe gateway can artificially inflate the Adobe denominator and depress the Amazon share, see FAQs. | | **`pending_payment` quirk** | Adobe Commerce includes `pending_payment` orders in the denominator even though they never collected cash. A store with high gateway-callback failures will have a denominator that's 2-5% bigger than realised cash flow, which understates the Amazon share. For a "realised cash" version, filter Adobe to `state IN (processing, complete, closed)`. | | **Multi-currency `grand_total` vs `base_grand_total`** | Both sides use display currency without FX. Amazon's per-marketplace orders (Amazon US in USD, Amazon UK in GBP) sum without conversion; Adobe's per-Store-View orders likewise. The combined ratio is approximately FX-neutral if Amazon and Adobe share similar currency mixes. International merchants with very different geo footprints between the two channels should use `base_grand_total` views. | | **Store View scope (`store_id`)** | **All Adobe Store Views summed**, including B2B portals. If your Amazon presence is consumer-only but Adobe includes a large B2B portal, the denominator is consumer + B2B and the Amazon share is artificially low. Filter the Adobe denominator to consumer-only Store Views for a fair retail-vs-marketplace comparison. | | **Time window** | `30D vsP` (rolling 30-day vs the prior 30-day) | | **Alert trigger** | `Amazon share >50% (channel-concentration risk)`. The threshold is a strategy signal rather than an outage signal; no `has_threshold` enforcement (alert is informational). | | **Roles** | owner, finance, marketing | ## Calculation ``` SUM(grand_total) WHERE date BETWEEN [period_start, period_end] ``` ## 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. | Channel | Revenue (display currency) | Indicative USD | | -------------------------------------------- | -------------------------- | --------------- | | Amazon US | \$312,400 | \$312,400 | | Amazon UK | £74,200 | \~\$92,800 | | Amazon DE | €58,600 | \~\$63,200 | | **Amazon total (numerator)** | | **\~\$468,400** | | Adobe `grand_total` US Store View | \$272,320 | \$272,320 | | Adobe `grand_total` UK Store View | £80,784 | \~\$101,000 | | Adobe `grand_total` B2B portal | \$58,220 | \$58,220 | | Adobe `pending_payment` value (across views) | \$12,168 | \$12,168 | | **Adobe total (rest of denominator)** | | **\~\$443,708** | | **Combined denominator (Amazon + Adobe)** | | **\~\$912,100** | | **This card (Amazon share)** | | **\~51.4%** | The card just crossed the 50% concentration threshold. What this is telling the merchant: 1. **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. 2. **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. 3. **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](/nerve-centre/kpi-cards/adobe-commerce/total-revenue) trend and [`amazon_sp.amazon_sp_total_revenue`](/nerve-centre/amazon_sp/amazon_sp_total_revenue). 4. **`pending_payment` orders (\$12,168) inflate the Adobe denominator slightly, understating Amazon share by \~0.7 percentage points.** The "realised cash" Amazon share (excluding `pending_payment`) is \~52.1%. 5. **The European mix is heavier on Amazon than the US mix.** Amazon UK + DE = $156k vs Adobe UK = $101k (ratio 60.7%). Amazon US = $312k vs Adobe 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: | Card | Why pair it with Amazon Revenue Share | | ------------------------------------------------------------------------------------------------------- | ---------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | [Total Revenue](/nerve-centre/kpi-cards/adobe-commerce/total-revenue) | The Adobe denominator. Movement on the share card without movement on this card means Amazon grew; movement on both means both are moving (often opposite directions). | | [Order State Distribution](/nerve-centre/kpi-cards/adobe-commerce/order-state-breakdown) | A `pending_payment` spike inflates the Adobe denominator, suppressing Amazon share. Cross-check before declaring "Amazon is shrinking". | | [Revenue by Store View](/nerve-centre/adobe_commerce/revenue_by_store_id) | Filter to consumer-only Store Views to exclude B2B from the denominator for a fair retail-only comparison. | | [Credit Memo Total](/nerve-centre/adobe_commerce/credit_memo_total) | Both sides are gross of refunds. A returns-heavy month doesn't show in the share but does show here. | | [Email Revenue Share](/nerve-centre/kpi-cards/adobe-commerce/email-attributed-revenue-share) | Sister cross-platform card. Together they tell you "what % is Amazon, what % is owned email, what % is everything else". | | [`amazon_sp.amazon_sp_total_revenue`](/nerve-centre/amazon_sp/amazon_sp_total_revenue) | The Amazon numerator on its own. Movement here without movement on the share card means Adobe DTC is keeping pace. | | [`amazon_sp.amazon_sp_buy_box_pct`](/nerve-centre/amazon_sp/amazon_sp_buy_box_pct) | The leading indicator of Amazon revenue health. Buy Box loss precedes revenue loss by days. | | [`google_analytics.ga_revenue_by_channel`](/nerve-centre/kpi-cards/google-analytics/revenue-by-channel) | GA4 doesn't see Amazon (it's its own walled garden). Use GA4 only for the Adobe DTC channel mix; this card spans both. | ## 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](/nerve-centre/kpi-cards/adobe-commerce/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. Adobe Commerce *can* host Amazon-routed orders (via the Amazon Sales Channel module, M2EPro, or Channel Advisor) which would put Amazon orders in the Adobe denominator with a marketplace tag. **If that's your setup, this card double-counts**, the Amazon orders appear in both the numerator (via SP-API) and the denominator (via Adobe). Configure the manifest to exclude marketplace-tagged Adobe orders from the denominator. The default assumes Amazon and Adobe are independent channels. **Why our number may legitimately differ from a manual Seller Central + Adobe Admin calculation:** | Reason | Direction of divergence | | ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ---------------------------------------------------- | | **Time-zone**. Amazon SP-API uses `PurchaseDate` in UTC. Adobe Commerce Admin uses Store View timezone. The 30-day window endpoints sit at different real-world cutoffs. | ±1 day's data at the boundary | | **Currency**. Both sides use display currency without FX. The combined ratio is approximately FX-neutral if both channels share similar geo mix; biased otherwise. Material for international merchants. | Material for FX-mix-asymmetric merchants | | **Store View scope**. Adobe denominator sums all Store Views including B2B. If your Amazon presence is consumer-only, the denominator-includes-B2B inflates and Amazon share is artificially low. | Vortex IQ ratio lower than consumer-only manual calc | | **`pending_payment` asymmetry**. Adobe denominator includes `pending_payment`; Amazon SP-API's Pending status is included in the numerator (matching). The asymmetry depends on relative `pending_payment` rates between channels. | Usually 0-2% bias | | **Marketplace-tagged Adobe orders**. If Adobe hosts Amazon-routed orders via a Sales Channel module, they appear in both numerator and denominator. Configure the manifest to exclude. | Material if double-count not configured out | | **SP-API rate limits**. Amazon SP-API has strict rate-limits; if the Vortex IQ sync throttled during the most recent run, the latest few hours of Amazon orders may be missing. | Self-resolves at next sync, typically within 1 hour | | **Refund timing**. Both sides are gross of refunds. Amazon's A-to-Z claim refunds are processed up to 90 days after the order; this doesn't affect either side's revenue figure (both are unchanged). | No divergence | **Cross-connector reconciliation (when these connectors are connected for this merchant):** This card is itself a cross-connector view. The honest reads: | Pair | Expected relationship | What divergence tells you | | --------------------------------------------------------------------------------------------------------------------------------------------------------- | ---------------------------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | Amazon SP-API revenue + [Total Revenue](/nerve-centre/kpi-cards/adobe-commerce/total-revenue) (this card's combined view) vs the merchant's bank deposits | Combined ≥ deposits | Combined includes refunded orders, `pending_payment`, and Amazon Pending. Bank deposits are net of all of those. The gap should be stable; growing gap means refunds are growing or `pending_payment` is growing. | | [`amazon_sp.amazon_sp_total_revenue`](/nerve-centre/amazon_sp/amazon_sp_total_revenue) | Should equal the numerator of this card | If they differ, one connector has a sync issue. Check the most recent sync timestamp on each. | | [`stripe.stripe_total_revenue`](/nerve-centre/kpi-cards/stripe/total-charge-volume) | Stripe ≤ Adobe denominator | Stripe sees only the Adobe DTC side, and only the Stripe-paid subset of that. Doesn't reconcile to combined revenue. | | [`google_analytics.ga_revenue_trend`](/nerve-centre/kpi-cards/google-analytics/revenue-trend) | GA4 ≈ Adobe revenue × (1 − tracking gap) | GA4 doesn't see Amazon at all. Useful only for sanity-checking the Adobe side. | ***
Same-metric documentation cross-reference (for agencies running multiple platforms) The same cross-platform concept exists on other commerce connectors. This is **not a reconciliation**; your Adobe Commerce store doesn't have a parallel Shopify or BigCommerce store. * [`shopify.shopify_xc_amazon_revenue_share`](/nerve-centre/kpi-cards/shopify/marketplace-revenue-share) * [`bigcommerce.bc_xc_amazon_revenue_share`](/nerve-centre/kpi-cards/bigcommerce/amazon-revenue-share-vs-dtc)
## 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 with [`amazon_sp.amazon_sp_refund_value`](/nerve-centre/amazon_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`](/nerve-centre/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. *** ### Tracked live in Vortex IQ Nerve Centre *Amazon Revenue Share vs Adobe DTC* is one of hundreds of KPI pulses Vortex IQ tracks across Adobe Commerce and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. [Start for free](https://app.vortexiq.ai/login) or [book a demo](https://www.vortexiq.ai/contact-us) to see this metric running on your own data.