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Metrics type: Supporting Metrics • 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.

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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.
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:

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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: Why our number may legitimately differ from Seller Central: Cross-connector reconciliation against other connectors the same seller may run:

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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.