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Card class: Standard • Category: Executive Command Centre

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At a glance

What proportion of your total business runs through Amazon. This cross-connector gauge takes your Amazon ordered product sales and divides it by your combined revenue across every connected channel (Amazon plus DTC storefronts and other marketplaces). It answers the question every multichannel owner should ask quarterly: how dependent am I on Amazon? A very high share means concentration risk (one account suspension could take most of your business with it); a very low share might mean you are under-investing in the largest marketplace on earth.
What it measuresAmazon ordered product sales ÷ total revenue across all connected channels, expressed as a percentage. A channel-mix gauge, not a performance metric.
NumeratorYour Amazon Seller Central ordered product sales for the period, the same population as Total Revenue.
DenominatorCombined revenue across every connected connector for the same period: Amazon + Shopify / BigCommerce / Adobe DTC + any other marketplace (eBay, etc.).
Why it mattersChannel concentration is a strategic risk. An owner with 90% on Amazon is one policy enforcement away from a crisis; an owner with 10% on Amazon may be leaving the biggest marketplace under-served.
Cross-connectorThis card only means something when more than one channel is connected. With Amazon alone it reads 100% and carries no information.
Comparability caveatHonest comparison requires the channels to be on a consistent revenue basis (same gross/net framing, same currency). Mixed currencies or gross-vs-net mismatches distort the share.
Companion cardChannel Mix (Amazon vs DTC) is the fuller breakdown; this card is the single Amazon-share number.
Time window30D (the selected period)
Alert triggerConfigurable on share movement
Rolesowner, finance

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Calculation

Calculated automatically from your connected Vortex IQ data across channels. 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 skincare brand running an Amazon Seller account, a Shopify DTC store, and a small eBay presence. Period: 30D ending 01 May 26. Figures are illustrative and assumed on a consistent revenue basis in one currency.
ChannelRevenue (30D)Share of total
Amazon Seller Central£312,00068%
Shopify DTC£128,00028%
eBay£18,0004%
Total£458,000100%
Amazon Share of Total Revenue  =  £312,000 / £458,000  =  68%
A year ago this was ~55%. Amazon has grown faster than DTC, so concentration is rising.
68% on a single marketplace is a meaningful dependency for the board to weigh.
Four things to notice:
  1. 68% is a concentration flag, not a failure. Amazon being the biggest channel is normal and often correct, it is the largest marketplace. But 68% means more than two-thirds of revenue depends on one account staying healthy. That makes Account Health Status a business-critical card, not just an ops one.
  2. The trend matters more than the level. The jump from roughly 55% to 68% over a year is the real story: DTC is not keeping pace with Amazon’s growth. Whether that is good (Amazon is working) or risky (over-reliance) is a strategy call, but the trend forces the conversation.
  3. It is only honest if the channels are comparable. If Amazon revenue is gross-of-fees and DTC revenue is recorded differently, or the channels are in different currencies, the share is distorted. Make sure all channels are on the same basis before reading the percentage. See the comparability notes below.
  4. The number is meaningless with one channel connected. With only Amazon connected, this reads 100% and tells you nothing. The card earns its keep precisely when an owner runs Amazon alongside DTC and other marketplaces and needs to see the balance.

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Sibling cards merchants should reference together

Share is the strategic gauge. These give the components and the risk it exposes:
CardWhy pair it with Amazon Share of Total Revenue
Channel Mix (Amazon vs DTC)The fuller breakdown behind this single number, channel by channel.
Total RevenueThe Amazon numerator. Read alongside the DTC revenue cards for the denominator.
Account Health StatusThe higher your Amazon share, the more existential this card becomes. Concentration turns health into a business risk.
Net Revenue (after fees + refunds)For a fair channel comparison, compare net, Amazon’s fee load differs from a DTC store’s payment fees.
Catalogue Drift vs DTCIf you are growing Amazon share, keeping the Amazon catalogue aligned with DTC matters more.
Marketplace Health ScoreThe overall Amazon-channel health, weighted by how much of your business sits there.

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Reconciling against Amazon Seller Central

Where to look in Seller Central: There is no Seller Central view for this, by definition it spans channels Amazon cannot see. The Amazon numerator reconciles to:
Reports → Business Reports → Sales and Traffic (ordered product sales) for the Amazon portion, the same source as Total Revenue.
The denominator comes from your other connected connectors (Shopify, BigCommerce, eBay, etc.). To reconcile the share you verify each channel’s revenue against its own native dashboard, then confirm the arithmetic. Timing, settlement, and reporting-lag table:
TopicDetail
Consistent basisThe share is only meaningful if all channels use the same revenue framing (all gross or all net) and the same currency. A gross-Amazon vs net-DTC comparison overstates Amazon’s share.
CurrencyMulti-currency channels must be normalised to one currency for an honest percentage. Mixing currencies in numerator and denominator distorts the result.
Period alignmentAll channels must use the same period and the same date basis (order date). A 30D Amazon window against a calendar-month DTC window skews the share.
Channel coverageThe denominator is only as complete as your connected connectors. An unconnected sales channel is invisible, which inflates the share of the channels that are connected.
Why our number may legitimately differ from Seller Central:
ReasonDirectionWhy
Not an Amazon metricN/AAmazon cannot report on channels it does not see. Only the numerator reconciles to Seller Central.
Gross vs net basisSkews shareIf channels are framed inconsistently (gross vs net), the percentage is distorted. Align the basis.
Missing channelsInflates Amazon shareAny unconnected channel is excluded from the denominator, making Amazon look larger than it is.
Currency mixingDistorts shareAdding different currencies without normalisation makes the percentage arithmetic meaningless.
Cross-connector reconciliation against other connectors the same seller may run:
CardExpected relationshipWhat causes legitimate divergence
shopify.total_revenuePart of the denominator. Shopify DTC revenue is one of the channels Amazon’s share is measured against.A feed app mirroring Amazon orders into Shopify would double-count; exclude those from Shopify sales.
ebay.total_revenueAnother denominator component. eBay GMV adds to total revenue and reduces Amazon’s share accordingly.Independent populations; the only risk is inconsistent gross/net or currency framing across marketplaces.

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Known limitations / merchant FAQs

What is a healthy Amazon share? There is no single right answer, it is a strategy call. Many successful brands run majority-Amazon; others deliberately cap Amazon to limit concentration risk. The useful read is the trend and the risk it implies: the higher and faster-rising your Amazon share, the more your business hinges on a single account staying healthy. Why does this card need more than one channel connected? Because it is a ratio of Amazon to everything. With only Amazon connected it reads 100% and tells you nothing. Connect your DTC store and any other marketplaces, on a consistent basis, for it to mean anything. Why does the share have to be on a consistent revenue basis? Because comparing gross Amazon revenue to net DTC revenue (or different currencies) is apples to oranges and overstates whichever channel is measured gross. For an honest percentage, every channel must use the same framing and currency. The reconcile section covers how to check this. Is a high Amazon share bad? Not inherently. It usually means Amazon is your best-performing channel, which is fine. The risk is concentration: a suspension, a policy change, or a health problem on a single account can take most of your revenue with it. High share makes Account Health Status and Marketplace Health Score far more important. My share looks too high, what could cause that? Most often a missing channel. If a sales channel is not connected, its revenue is absent from the denominator, which inflates Amazon’s apparent share. Connect every channel for an accurate picture. A currency or gross/net mismatch can also distort it. Should I compare channels on gross or net? For strategy, gross share is fine to gauge dependency. For profitability decisions, compare net, Amazon’s fee load (referral + FBA + storage) differs from a DTC store’s payment-processing fees, so the channel that looks biggest on gross may not be the most profitable. Use Net Revenue (after fees + refunds) for the net view.

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Tracked live in Vortex IQ Nerve Centre

Amazon Share of Total Revenue is one of hundreds of KPI pulses Vortex IQ tracks across Amazon Seller Central 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.