> ## 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. # Total Revenue, Amazon Ads > Total Revenue for Amazon Ads stores. Tracked live in Vortex IQ Nerve Centre. How to read it, why it matters, and how to act on it. **Metrics type:** [Key Metrics](/nerve-centre/overview#metrics-types-explained) • **Category:** [Ad Platform](/nerve-centre/connectors#connectors-by-type) ## 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](/nerve-centre/amazon_sp/amzn_sp_total_sales). It is the numerator under ROAS and the denominator under ACOS. | | | | -------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ | | **The formula** | `SUM(attributedSales14d)` over the window across all campaign types. From Amazon Advertising Reports API: the `attributedSales14d` field on Sponsored Products / Brands / Display reports. DSP attributed sales pulled from the DSP Reports API. | | **Reports API endpoint** | `POST /reporting/reports` with `reportTypeId` per ad type (`spCampaigns`, `sbCampaigns`, `sdCampaigns`). DSP uses a separate Reports API. The card sums attributed sales across all four. | | **What "revenue" means** | **Ad-attributed Amazon order revenue only.** Includes orders where the shopper clicked an Amazon ad and purchased on Amazon within the 14-day window. Excludes refunds. | | **ACOS vs ROAS framing** | This is the *numerator* of ROAS (`sales ÷ spend`) and the *denominator* of ACOS (`spend ÷ sales`). Movement here directly drives both. | | **Attribution model** | **Last-click within Amazon ecosystem only.** A click on a Sponsored Product ad attributes to that ad if the same shopper places an order on Amazon within the attribution window. **No cross-platform visibility.** | | **Default attribution window** | **14-day click** for Sponsored Products / Brands / Display. DSP uses 14-day click + 14-day view. The window is configurable per report request (1d / 7d / 14d / 30d). | | **Brand vs non-brand keyword scope** | All campaigns included. Branded campaigns drive the highest attributed-sales-per-dollar; their share of revenue often dwarfs their share of spend. | | **Sponsored Products vs Brands vs Display vs DSP** | All four are summed. Each ad type has its own `attributedSales14d` field on its respective report. DSP's view-through-attributed sales make DSP look better here than ACOS/ROAS would suggest. | | **Currency** | Account currency only. Multi-marketplace sellers run separate accounts. | | **Amazon-only attribution gap** | If a shopper clicks an Amazon ad, leaves Amazon, then buys on the merchant's DTC Shopify or BigCommerce site later, **Amazon never sees the sale**. This card understates the ad's true contribution to merchant-wide revenue. | | **Time window** | `T/7D/30D vsP`. Today is provisional for \~24h; the 14-day click window means today's revenue continues to grow for two weeks as late conversions land. | | **Alert trigger** | `drop >20% vsP`. A 20% drop is unusual enough to investigate, common causes: Buy Box loss, ASIN out-of-stock, attribution-window changes, or seasonality rollover. | | **Roles** | owner, marketing, finance | ## 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. ## 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. | Campaign type | Attributed sales (14d) | Share | 30D-prior | % change | | ------------------------------------ | ---------------------- | -------- | ------------- | --------- | | **Sponsored Products** | \$111,000 | 88.0% | \$108,200 | +2.6% | | **Sponsored Brands** | \$9,400 | 7.4% | \$8,400 | +11.9% | | **Sponsored Display** | \$5,800 | 4.6% | \$4,900 | +18.4% | | **DSP** | \$0 | 0% | \$0 | - | | **Total ad-attributed** | **\$126,200** | **100%** | **\$121,500** | **+3.9%** | | **Total marketplace sales** (SP-API) | **\$620,400** | - | \$580,200 | +6.9% | | **Organic share** (derived) | \$494,200 | 79.7% | \$458,700 | +7.7% | 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 $97,200 vs $121,500 prior.** Common diagnoses: an ASIN went out of stock (check [Active Ads on Out-of-Stock SKUs](/nerve-centre/kpi-cards/amazon-ads/active-ads-on-out-of-stock-skus)), Buy Box was lost (check [Active Ads on No-Buy-Box ASINs](/nerve-centre/kpi-cards/amazon-ads/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). ## Sibling cards merchants should reference together | Card | Why pair it with Total Revenue | | ----------------------------------------------------------------------------------------------- | ----------------------------------------------------------------------------------------------------------------- | | [Amazon Ads Total Spend](/nerve-centre/kpi-cards/amazon-ads/total-spend) | The denominator of ROAS. Revenue moving without spend moving = efficiency change. | | [Amazon Ads ROAS](/nerve-centre/kpi-cards/amazon-ads/roas) | The efficiency multiple. Revenue alone isn't actionable, ROAS contextualises it. | | [Amazon Ads ACOS](/nerve-centre/kpi-cards/amazon-ads/acos) | The percentage twin of ROAS. Same data. | | [Amazon Selling Partner Total Sales](/nerve-centre/amazon_sp/amzn_sp_total_sales) | The full marketplace number. This card is a sub-set; the gap is organic. **The most important pairing.** | | [Amazon Ads TACOS](/nerve-centre/kpi-cards/amazon-ads/tacos) | The ratio of this revenue to total marketplace revenue. The strategic read. | | [Amazon Ads Revenue by Campaign](/nerve-centre/kpi-cards/amazon-ads/revenue-by-campaign) | The drill-down. Where is the attributed revenue concentrated? | | [Sponsored Brands Halo Effect](/nerve-centre/kpi-cards/amazon-ads/sponsored-brands-halo-effect) | SB attributed revenue undercounts the organic lift it creates. | | [Google Ads Conversions Value](/nerve-centre/google_ads/gads_conversions_value) | Cross-platform paid revenue comparison. | | [Shopify Total Revenue](/nerve-centre/kpi-cards/shopify/total-revenue) | The merchant's DTC half. Cross-platform attribution the merchant cares about, but Amazon Ads has zero visibility. | ## Reconciling against the vendor's own dashboard **Where to look in Amazon Ads Console:** [Amazon Ads Console > Campaign Manager](https://advertising.amazon.com/cm), 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](https://advertising.amazon.com/reports), choose "Sales by ASIN" or "Campaign Performance" with a 30-day window; the Sales column reconciles directly. [Amazon Ads Console > Recommendations](https://advertising.amazon.com/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:** | Reason | Direction of divergence | Why it happens | | -------------------------------------------------------------------------------------------------------------------------------------------------- | --------------------------------------------------------------------------------------------- | --------------------------------------------------------------------------------- | | **Timezone**. Amazon Advertising reports use **PT (Pacific)** regardless of account location. Vortex IQ aligns to PT. | None when both are PT-aligned. | Amazon's reporting backend is in Seattle. | | **Report-generation latency** (1-3 hours). | Today's revenue is provisional for \~24h. | Amazon batches report builds; the most recent hours catch up on the next refresh. | | **ACOS calculation timing**. The 14-day click window means today's revenue continues to grow for two weeks. | Today's revenue will *rise* over the next 14 days as more 14-day-window sales attribute back. | Amazon re-attributes nightly; this card re-pulls every 4 hours. | | **API rate limits**. Amazon Advertising API enforces \~2 requests/sec; large accounts may have stale partials during heavy refresh. | Stale by up to 1 refresh cycle (\~4h) in extreme cases. | The pull is paginated and rate-limited. | | **Attribution window choice**. If Amazon Ads Console is set to a 7-day-window report, attributed sales will be lower than this card's 14d default. | This card may show **higher** revenue than the Console's 7d view. | The wider window captures more sales against the same clicks. | **Cross-connector reconciliation:** | Card | Expected relationship | What causes legitimate divergence | | ------------------------------------------------------------------------------------------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------- | ---------------------------------------------------------------------------------------------------- | | [`amazon_sp.amzn_sp_total_sales`](/nerve-centre/amazon_sp/amzn_sp_total_sales) | This card ≤ Selling Partner Total Sales. The gap is organic + non-Amazon-Ads-driven traffic (deal sites, social referrals, Amazon search organic). | Amazon Ads attribution doesn't include marketplace organic; Selling Partner reports the whole order. | | [`google_ads.gads_conversions_value`](/nerve-centre/google_ads/gads_conversions_value) | No relationship. Different ecosystem, different attribution. | Don't add the two; the audiences are mostly disjoint. | | [`google_analytics.ga_revenue_by_channel`](/nerve-centre/kpi-cards/google-analytics/revenue-by-channel) | Amazon traffic on the merchant DTC site shows in GA4 as referral source `amazon.com`. This is **incremental DTC revenue** Amazon Ads does NOT see. | The Amazon-only attribution gap. | | [`shopify.total_revenue`](/nerve-centre/kpi-cards/shopify/total-revenue) | No direct relationship. Different sales channel. | Don't compare; treat as parallel revenue streams. |
Edge cases and rare reconciliation issues * **Vendor Central vs Seller Central**: Vendor accounts use SourcingProfit; Seller accounts use AttributedSales. The card auto-detects which API to call. * **DSP attribution**: DSP uses 14d-click + 14d-view by default. Mixing DSP and Sponsored attributed sales risks double-counting if the same shopper saw a DSP impression and clicked an SP ad. * **Refunds and cancellations**: This card uses `attributedSales14d` which is gross of refunds. For net revenue, subtract Selling Partner refund data manually. * **Multi-marketplace**: Single-currency by account. Do not aggregate cross-currency without explicit FX conversion. * **AMC (Amazon Marketing Cloud)**: provides a more accurate cross-product attribution view, but is a separate Reports API.
## 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](/nerve-centre/amazon_sp/amzn_sp_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](/nerve-centre/kpi-cards/amazon-ads/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](/nerve-centre/kpi-cards/amazon-ads/active-ads-on-out-of-stock-skus). (2) **Buy Box loss**: check [Active Ads on No-Buy-Box ASINs](/nerve-centre/kpi-cards/amazon-ads/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](/nerve-centre/kpi-cards/amazon-ads/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](https://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. *** ### 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](https://app.vortexiq.ai/login) or [book a demo](https://www.vortexiq.ai/contact-us) to see this metric running on your own data.