At a glance
Headline gross seller revenue across every Amazon order placed in the period, account-level (all marketplaces and ASINs combined). The arithmetic sum of OrderTotal.Amount from the SP-API Orders endpoint, before Amazon’s referral fee, FBA fee, or any other deduction.
| What it counts | SUM(OrderTotal.Amount) across every Amazon order created in the window, both FBA and FBM. Pre-fee, pre-refund, customer-paid total. |
| API endpoint + report | SP-API GET /orders/v0/orders for live order pull, reconciled against Reports API report type GET_FLAT_FILE_ALL_ORDERS_DATA_BY_ORDER_DATE_GENERAL for backfill. |
| ASIN vs account scope | Account-level. Sums every order regardless of which ASIN sold. For per-ASIN revenue see Top ASINs by Revenue. |
| Buy Box impact | Indirect. If you lose Buy Box on a top ASIN, that ASIN stops generating orders, this card moves down with a 24 to 72h lag. The leading indicator is Buy Box Trend. |
| FBA vs FBM | Both included. Use Order Count split by FulfillmentChannel (AFN = FBA, MFN = FBM) to see the mix. |
| Fees / commission | Gross. Amazon’s 8 to 15% referral fee, FBA pick/pack/ship fee, and storage fees are all NOT deducted. For the post-fee figure see Net Revenue, which subtracts all settlement-line fees. |
| Refunds | NOT deducted. A refunded order still contributes its original OrderTotal.Amount. For the post-refund view see Net Revenue or watch Return Rate. |
| Cancellations | Included if Amazon indexed them with OrderStatus = Canceled after payment captured. Pre-payment cancellations never enter the SP-API Orders feed and so never reach this card. |
| Currency | Settlement currency only. Amazon converts every marketplace’s local currency (GBP, EUR, JPY, CAD, etc.) to your single configured settlement currency at Amazon’s daily FX rate before the order lands in the Orders API. No multi-currency arithmetic gap here, but the FX rate is Amazon’s, not the bank’s. |
| Return-window vs refund-window | The order joins this card on its purchase date. A refund issued 28 days later against a 02 Mar 26 order still keeps the order in the 02 Mar 26 bucket; the refund itself is tracked separately by Return Rate. |
| Time window | T/7D/30D vsP (today / last 7D / last 30D vs the prior period). |
| Alert trigger | drop >15% vsP, driven by sentiment_key: revenue_trend. |
| Roles | owner, finance. |
Calculation
Calculated automatically from your Amazon (Selling Partner) 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 UK-headquartered consumer electronics brand, hybrid Shopify + Amazon model. The Amazon book runs across UK, DE, FR, IT, ES marketplaces and is roughly 60% of total revenue. Settlement currency is GBP. The 30-day window covers 02 Apr 26 to 01 May 26.| Marketplace | Orders | FBA share | Local currency revenue | Settlement (GBP) |
|---|---|---|---|---|
| amazon.co.uk | 4,180 | 92% FBA | £368,400 | £368,400 |
| amazon.de | 1,920 | 88% FBA | €198,500 | £170,200 |
| amazon.fr | 640 | 86% FBA | €64,800 | £55,560 |
| amazon.it | 310 | 84% FBA | €28,100 | £24,090 |
| amazon.es | 240 | 82% FBA | €21,400 | £18,350 |
| Total Revenue (this card) | 7,290 | 89% FBA | mixed | £636,600 |
- Buy Box loss = sales loss, instantly. On 14 Apr 26 a competitor reseller listed one of the brand’s best-selling ASINs (B07XYZ1234) at £2 below the Buy Box price for six hours. The brand’s Buy Box win rate on that ASIN dropped from 96% to 41% for the day. Daily orders for that single ASIN went from 38 to 11. Total Revenue for 14 Apr 26 was £1,200 lighter than the prior Tuesday with no other change. The signal showed up on this card 24 hours after Buy Box Trend had already flagged it.
- Headline is gross. Real money is 12 to 15% lower. Amazon’s referral fee for consumer electronics is 8% on most categories, FBA pick/pack/ship adds another 4 to 8% depending on size tier, and 4Q storage fees push it higher in Oct, Nov, Dec. After all fees the brand banks roughly £540,000 of the £636,600 headline. Use Net Revenue for the figure that matches the bank.
- Amazon-first buyers don’t migrate to your DTC site. The brand ran a 12 May 26 email campaign promoting its Shopify store to a list scraped from Amazon “Request a Review” replies. Click-through was 3.4%, conversion was 0.2%. Amazon shoppers buy on Amazon for the Prime delivery and the return policy, not the brand. Treat Amazon revenue and Shopify revenue as two different customer cohorts.
- Out-of-stock punishes you for weeks. ASIN B07XYZ5678 went out of stock at FBA on 19 Apr 26 (a containers-stuck-at-Felixstowe story). It came back into stock on 28 Apr 26. Buy Box win rate for that ASIN took until 16 May 26, 18 days after replenishment, to recover to its prior level. Amazon’s organic search rank punishes recent stockouts, and the recovery curve is slow. The lost revenue does not come back.
- Settlement lag means today’s number is provisional. The 02 Apr 26 to 01 May 26 window above includes orders placed in that window, but Amazon doesn’t pay you for them until the next 14-day disbursement cycle clears (around 15 May 26 in this case). Cash flow planning needs Pending Settlement, not this card.
Sibling cards merchants should reference together
Total Revenue is the headline. It hides Amazon’s commission, fees, and channel-specific dynamics. Pair it with these to make decisions:| Card | Why pair it with Amazon Total Revenue |
|---|---|
| Net Revenue | Total Revenue minus referral fee minus FBA fee minus storage. Typically 12 to 15% lower than this card. The figure that actually banks. |
| Order Count | The denominator for AOV. Tells you whether revenue moved on volume or basket size. Split by FulfillmentChannel to see FBA vs FBM mix. |
| Buy Box Trend | Leading indicator for revenue. Buy Box loss precedes revenue drop by 24 to 72h. |
| Top ASINs by Revenue | The per-ASIN view. Usually 80% of Amazon revenue comes from 20% of ASINs; this card surfaces them. |
| Suppressed Listings | Suppressed ASINs generate zero revenue regardless of demand. A spike here predicts a Total Revenue dip. |
| Channel Mix (Amazon vs DTC) | Cross-channel context. Amazon dependency >70% is a concentration risk worth quantifying. |
| Shopify Total Revenue | The DTC counterpart. Useful for hybrid brands to see total commerce revenue and channel split. |
| Amazon Ads Spend | Pair with this card to compute Amazon-side ROAS (revenue ÷ ad spend). Most brands run ACOS at 15 to 25%; rising ACOS with flat revenue is a margin trap. |
Reconciling against the vendor’s own dashboard
Where to look in Amazon Seller Central: Three views are useful, used in this order:- Reports → Business Reports → Sales and Traffic by Date. Pick the same date range you’ve selected here. The Ordered Product Sales column is the closest one-to-one with this card.
- Reports → Payments → All Statements. Shows the disbursement settlement view (post-fee, post-refund), useful when reconciling against Net Revenue.
- Orders → Manage Orders with the date filter set to your window. This is the row-level audit. Sum
Item Totalfor an apples-to-apples ground truth.
| Reason | Direction | Why |
|---|---|---|
| Time zone | Boundary days | Amazon Seller Central runs every report and order timestamp on Pacific Time (PST/PDT) regardless of where the seller or marketplace is located. A UK seller looking at an “April 2026” Business Report is actually seeing 01 Apr 26 00:00 PST to 30 Apr 26 23:59 PST, which is 01 Apr 26 08:00 BST to 01 May 26 07:59 BST in real terms. Vortex IQ Nerve Centre uses UTC, so the boundary day will differ. |
| Settlement-period lag | Theirs slightly lower for “today” | The Orders API returns orders within minutes of placement; the Payments / Settlement view only shows orders that have moved into a closed disbursement (every 14 days for most accounts). For a 30D window the gap is small; for “today” it can be the entire day. |
| Reports API generation latency | Either | Reports API requires async polling: you submit a report request, Amazon takes 30 seconds to 4 hours to generate it, then you download. If you compare against a freshly generated report it may include orders the live Orders API hasn’t yet exposed (or vice versa). |
| API rate limits | Ours can lag during burst windows | SP-API throttles aggressively: Orders API is 0.0167 requests/second sustained with a burst of 20. During a high-volume sale day the connector backs off and may take 10 to 30 minutes to catch up, “today” reads slightly under Seller Central until it does. |
| FX rounding | Theirs may differ by ±0.5% | Amazon publishes a daily FX rate per marketplace pair (e.g. EUR to GBP for amazon.de orders). The rate Amazon stamps on the order at the moment of capture is what flows through to the Orders API. Seller Central reports may use a slightly different rate when aggregating, hence small £-level differences on multi-marketplace stores. |
| Card | Expected relationship | What causes legitimate divergence |
|---|---|---|
shopify.total_revenue | Different orders. Amazon orders never appear in Shopify unless the merchant uses the Shopify-Amazon channel app (rare). | These are two distinct customer cohorts buying through two distinct funnels. Sum them for total commerce revenue; do not expect them to “match”. |
bigcommerce.total_revenue | Different orders. As above. | Same as Shopify. |
amazon_ads.aads_acos | Inverse relationship | Rising ACOS (Amazon’s term for cost ÷ ad-attributed sales) usually correlates with falling Amazon Total Revenue if the ad-driven share is high. ACOS tracks ad efficiency; this card tracks the result. |
stripe.stripe_total_revenue | Zero overlap, by design. | Amazon orders settle through Amazon’s own payment rails (Amazon Pay or seller account), never through your Stripe account. Stripe does not see Amazon revenue. Sum them for cross-processor totals; do not expect equivalence. |
Known limitations / merchant FAQs
Why doesn’t my Amazon Total Revenue match my Shopify Total Revenue, and how should I think about the relationship? They don’t match because they are not the same orders. An Amazon order is a transaction Amazon facilitated; a Shopify order is one your DTC site facilitated. They are two different customer cohorts (Amazon-first buyers very rarely cross-shop your DTC site) buying through two different funnels with two different fee structures. The right framing is: Amazon Total Revenue + Shopify Total Revenue = your total commerce revenue, and the ratio between them is your channel mix (tracked on Channel Mix (Amazon vs DTC)). Treat them as additive, not redundant. My Amazon Total Revenue dropped 30% overnight. Where do I look first? Buy Box. In the vast majority of single-day Amazon revenue drops, the cause is a Buy Box loss on one or two top-revenue ASINs. Open Buy Box Loss Burst and Top ASINs by Revenue side-by-side. If a top ASIN went from 95% to <50% Buy Box, that one ASIN can drag the headline 20 to 40% on its own. Common Buy Box-loss causes (in order): (1) a competitor reseller undercut your price, (2) you went out of stock at FBA on that ASIN, (3) Amazon flipped the Buy Box for “performance” reasons (high cancel rate, late shipment), (4) a hijacker listed a counterfeit on your ASIN. Check Hijack Risk for the last one. How much of this headline is real money I can spend? Subtract roughly 12 to 15% for fees and you have a working approximation of net. Amazon’s referral fee is 8% in most categories (15% in apparel, jewellery, beauty), FBA pick/pack/ship is 4 to 8% depending on size and weight tier, and storage fees are minor outside Q4. The exact figure for your account is on Net Revenue. Don’t run the brand on Total Revenue, run it on Net Revenue once you’ve validated the gap. ACOS vs ROAS, why is Amazon’s terminology different? ACOS (Ad Cost of Sale) isad spend ÷ ad-attributed revenue, the inverse of ROAS. A 25% ACOS means you spend £25 to make £100 in attributed sales, which is a 4x ROAS. Amazon writes ACOS because lower-is-better fits how the Sponsored Ads console is designed. When mapping Amazon Ads against your Google Ads / Facebook Ads dashboards, convert: ROAS = 1 ÷ ACOS. Or just memorise: 25% ACOS ≈ 4x ROAS, 33% ACOS ≈ 3x ROAS, 50% ACOS ≈ 2x ROAS.
I sell on amazon.co.uk, amazon.de, amazon.com. Is this card aggregating across all three?
Yes, account-level. Each Amazon marketplace (UK, DE, FR, IT, ES, US, CA, JP, etc.) is technically a separate API endpoint, but the connector aggregates all marketplaces tied to your seller account into one Total Revenue figure, converted to your settlement currency. To split by marketplace, use the Marketplace facet on the card (when available) or look at the Business Reports view in Seller Central, which lets you switch marketplace at the top of the page. Note that Amazon US (amazon.com) is a different seller account from Amazon Europe; if you operate in both you have two SP-API connectors and this card sums both.
When does the money actually arrive in my bank account?
14 days after the order, give or take. Amazon’s default disbursement schedule is fortnightly: the 14-day window closes, then there’s a 1 to 2 day clearing buffer, then the funds land. Reserved amounts (for new sellers, or after a chargeback spike) can extend this. The card to watch for cash-flow planning is Pending Settlement, not this one. Total Revenue is what you’ve earned; Pending Settlement is what’s queued to land.
Refunds are eating my margin. Does the return-window vs refund-window distinction matter for this card?
For this card, no, the order joins on its purchase date and stays there regardless of when a refund happens. But it matters for how you read the headline alongside Return Rate. Amazon’s standard return window is 30 days from delivery (longer for some categories during the Q4 holiday season). A refund issued on 12 May 26 against a 02 Apr 26 order is a real cash leak, but the 02 Apr 26 order still sits at full value in this card’s April bucket. If you want to see the fully-settled view, wait at least 45 days after the period ends and use Net Revenue which deducts the refund from the original purchase date.
Why does the Shopify-Amazon channel app not feed orders into my Shopify Total Revenue?
Most brands don’t use it. Shopify’s Amazon channel app exists, but it requires the brand to manage Amazon listings from inside Shopify (which most multi-channel brands don’t), and Amazon orders in this app are routed through Shopify’s order system at a delay. If you do use it, the orders appear in both Shopify Total Revenue and Amazon Total Revenue, double-counting the same revenue. Disable the channel app or filter out tags = "amazon" orders in Shopify if you want clean separation. If you’re not sure whether you have it on, look in Shopify Admin → Settings → Sales channels.
Why does today’s number swing so much?
Two reasons specific to Amazon: (1) SP-API rate limits force the connector to batch, so “today” reads can lag by 5 to 30 minutes during high-volume hours; (2) Amazon’s PST timestamp boundary means a UK seller’s “today” doesn’t align with Amazon’s “today” until 08:00 BST. Use the rolling 7-day or 30-day view for stable numbers, that’s why the alert window is 30D vsP and not 1D. The intraday signal lives on Buy Box Trend and Buy Box Loss Burst, both of which are calibrated for real-time noise.