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Metrics type: Key Metrics • Category: Ad Platform

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At a glance

Total ad-attributed revenue across all Sponsored Products, Sponsored Brands, Sponsored Display, and DSP campaigns over the window. SUM(attributedSales14d) in account currency. Critical caveat: this is the Amazon-Ads attributed slice of marketplace revenue, NOT total marketplace revenue. For the merchant’s full Amazon revenue, pair with Amazon Selling Partner Total Sales. It is the numerator under ROAS and the denominator under ACOS.

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Calculation

Calculated automatically from your Amazon Ads data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.

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Worked example

A US home-goods seller, same account as the ROAS / ACOS examples. The 30-day window covers 14 Mar 26 to 12 Apr 26. What’s interesting:
  1. Ad-attributed revenue rose 3.9% but total marketplace sales rose 6.9%. Organic grew faster than ad-attributed, the goal pattern. Ads are lifting the whole pie (total grew 6.9% while ad spend grew 5.5%) and organic is expanding off the back of it. This is what TACOS-falling looks like in the underlying numbers.
  2. SP at 88% of attributed revenue but 76% of spend. SP is by far the most efficient placement (7× more revenue per dollar than SB on average). This is normal; SB and SD are awareness placements that look weak by direct attribution.
  3. The Amazon-only attribution gap is invisible here. The card only sees orders that closed on Amazon. Any shopper who clicked an Amazon Ad, browsed, then bought the same product on the merchant’s DTC site is missing entirely. For multi-channel sellers, the true ad-influenced revenue is 10-30% higher than this card shows.
  4. Today’s revenue is provisional for 14 days. The 14-day click attribution window means today’s $126,200 will keep growing as late conversions land. Don’t quote today’s number to anyone; quote the 30D-rolling-7-days-back figure (which is settled).
  5. A 20% drop alert would fire at 97,200vs97,200 vs 121,500 prior. Common diagnoses: an ASIN went out of stock (check Active Ads on Out-of-Stock SKUs), Buy Box was lost (check Active Ads on No-Buy-Box ASINs), the merchant cut ad spend (check Total Spend), or seasonality rolled into a slower period.
Quick sanity tests:
  • Revenue up + spend up + ROAS holding = healthy scaling.
  • Revenue up + spend flat + ROAS up = efficiency gain (rare, usually means competitor exited).
  • Revenue down + spend up = ROAS dropped, scale-back signal.
  • Revenue flat + spend up = margin compression, a leak somewhere.
  • Revenue down sharply with spend flat = supply-side issue (OOS, Buy Box loss, listing suppression).

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Sibling cards merchants should reference together

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Reconciling against the vendor’s own dashboard

Where to look in Amazon Ads Console: Amazon Ads Console > Campaign Manager, the “Sales” column at the campaign level. The total at the foot of the table should match this card to within ~1%. Amazon Ads Console > Reports, choose “Sales by ASIN” or “Campaign Performance” with a 30-day window; the Sales column reconciles directly. Amazon Ads Console > Recommendations, sometimes flags “potential incremental sales” estimates, useful as Amazon’s own incrementality view (separate methodology from this card). Why our number may legitimately differ from Amazon Ads Console: Cross-connector reconciliation:

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Known limitations / merchant FAQs

Why is this called “Total Revenue” when it doesn’t include organic? A naming convention compromise. Amazon Ads’ own dashboard labels this column “Sales” without further qualification, but cross-platform connectors use “Total Revenue” as the consistent label for the ad-system’s headline revenue line. It is total Amazon-Ads-attributed revenue, not total marketplace revenue. For the marketplace total, use Amazon Selling Partner Total Sales. My ad-attributed revenue is rising but Selling Partner total sales is flat, what does that mean? Ads are cannibalising organic. You’re paying for clicks that would have converted organically anyway. Branded search is the usual culprit. TACOS will rise in this scenario, watch TACOS. The fix: pause or reduce branded ad spend and see if total sales drop (most often they don’t, confirming the cannibalisation hypothesis). My total revenue dropped 25%, what should I check first? In order of likelihood: (1) ASIN out-of-stock: check Active Ads on Out-of-Stock SKUs. (2) Buy Box loss: check Active Ads on No-Buy-Box ASINs. (3) Listing suppression: a policy violation or content issue suppressed the listing; check Seller Central health dashboard. (4) Conversion-pixel issue: rare on Amazon (it’s all server-side), but possible. (5) Seasonality: Q1 is typically 30-50% softer than Q4 for most categories. (6) Competitive squeeze: a new competitor entered with lower price. Why is my SB attributed revenue so much smaller than SP? Sponsored Brands is mid-funnel (banner placements above search results, more for awareness than direct conversion). SB’s direct attributed revenue is typically only 5-10% of total ad-attributed revenue, but its indirect contribution (organic search lift from increased brand awareness) is much larger. Amazon doesn’t credit SB for the indirect lift; Sponsored Brands Halo Effect tries to estimate it. Can I trust today’s number? Less than 30D rolling. The 14-day click attribution window means today’s revenue continues to grow for 14 days as late conversions land. Today is provisional; the 30D-rolling-7-days-back is settled and actionable. Why doesn’t my P&L match this card? Multiple reasons. (1) Refunds: this card is gross of refunds; P&L is net. Refunds typically run 5-15% on Amazon. (2) Channel scope: P&L includes all channels (Amazon + DTC + retail); this card is Amazon-Ads-attributed only. (3) Timing: P&L recognises revenue at order ship (typically 1-3 days post-click); this card uses click-attributed revenue. Don’t expect them to match within a single window. Multi-marketplace, can I aggregate revenue? Not meaningfully, currencies differ. Each marketplace gets one card; FX conversion to a reporting currency happens in your CFO spreadsheet, not here. My DSP is showing zero attributed revenue, but the campaigns are live, why? DSP attribution uses a separate Reports API endpoint that may not be wired into your account if you’re new to DSP. Confirm DSP is connected in Vortex IQ’s connector settings. If connected and still zero, check the DSP campaign’s reporting in advertising.amazon.com/dsp. How does today’s revenue compare to refund timing? Amazon refunds typically settle 7-14 days after order, so today’s gross attributed revenue is fairly clean. The Selling Partner refund report lags ~3 weeks for full settlement; for net-of-refund analysis, use a lookback window 21+ days old.

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Tracked live in Vortex IQ Nerve Centre

Total Revenue is one of hundreds of KPI pulses Vortex IQ tracks across Amazon Ads 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 or book a demo to see this metric running on your own data.