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Metrics type: Cross-Platform Metrics • Category: Ecommerce Platform
How much of total commerce revenue rides on Amazon vs the DTC store. Concentration risk if >40%, one suspension and the lights go out.

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At a glance

The percentage of total commerce revenue that rides on Amazon vs the DTC BC storefront and other channels. Cross-connector view: BC total_inc_tax summed across Amazon channel_id values plus Amazon SP-API revenue (where connected) divided by total BC revenue. Concentration risk if >40%, one Amazon suspension and the business loses 40%+ of revenue overnight.

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Calculation

Calculated automatically from your BigCommerce 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 homewares brand on BigCommerce Enterprise with Amazon Channel Manager (US, UK, CA). The 30-day window covers 14 Mar 26 to 12 Apr 26. What’s interesting:
  1. 14.7% Amazon share is in the healthy band but with strong upward velocity (+22% vsP). At current trajectory the store crosses the 20% “material channel” threshold in 6-8 weeks and the 40% concentration-risk threshold in roughly 12 months. Trajectory matters more than current level.
  2. Amazon US dominates within the Amazon split. UK and CA are early-stage growth channels; US is the load-bearing piece. A US-specific Amazon issue would take down 80% of the Amazon share simultaneously.
  3. Diversification check, the alternative channels are shrinking (Other -5.4% vsP). The store is moving from “diversified” to “Amazon plus web”, which is fine if intentional but should be a deliberate strategy. If you didn’t choose this concentration, course-correct now while the share is still recoverable.
  4. The single-Amazon-suspension scenario: a 14-day Amazon suspension for any reason would lose ~32kofrevenueimmediately.At3032k of revenue immediately. At 30%+ share, the same suspension would lose ~65k+; at 50% share, $109k+. The cost scales linearly; the recovery time scales exponentially.
How to use this card:
  1. Track quarterly trajectory, the velocity matters more than the level.
  2. Set diversification goals if Amazon share is climbing: invest in BC web SEO, paid ads to web, email program (see BC XC Klaviyo Email Revenue Share), other marketplace channels.
  3. Build a contingency plan at 20%+ Amazon share: what happens if Amazon suspends for 14 days? Document the operational response.
  4. Pair with BC Channel Revenue Mix for the full per-channel context.

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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 BigCommerce Control Panel: Channel Manager → Amazon shows the Amazon integration health and recent sync activity. Analytics → Sales on Plus / Enterprise has a Sales by channel view with the Amazon slice. For a complete Amazon picture, Amazon Seller Central → Reports → Business Reports is authoritative. Why our number may legitimately differ from Amazon Seller Central: Cross-connector reconciliation:

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Known limitations / merchant FAQs

My share is 8%, can I scale Amazon harder? Yes, with caveats. Amazon scaling typically delivers fast revenue growth (90-180 days from listing to material velocity) but at the cost of brand control and unit economics (8-15% Amazon commission, FBA fees, advertising costs). Decide deliberately whether you want a 30%-Amazon-share business or a 10%-Amazon-share business; both are viable, but they call for different operating models. My share is 55%, what should I do? Diversify, urgently. A 55%-Amazon-share business has fragile economics: a single suspension event historically costs 30-60% of trailing-12-month revenue and takes 6-12 months to recover. Invest in BC web SEO, paid social, email program, other marketplaces (eBay, Walmart) for 6-12 months until share normalises to 30% or below. Diversification is the single highest-priority strategic move at >50% Amazon dependency. Why doesn’t my Amazon share match Seller Central? Most commonly because we use BC-indexed revenue (which lags Amazon by 2-24 hours for new orders) plus tax/refund handling differs. The directional view is reliable; the absolute dollar match is ±5%. For exact Amazon revenue, use Seller Central directly; for cross-platform share context, use this card. Should I include Amazon Vendor Central revenue here? Vendor Central orders don’t typically flow through Channel Manager (the relationship is wholesale, not retail), so by default they’re excluded. Some merchants want to include Vendor revenue for the full Amazon-exposure view; configure this in Vortex Mind if applicable. The bigger question, a Vendor + Seller-Central merchant is functionally Amazon-dependent regardless of how it’s bucketed. My Amazon share dropped 8 points this month, what changed? Three usual causes: (1) Web revenue grew, the share dropped because the denominator grew, not because Amazon shrunk. Check Amazon absolute revenue separately. (2) An Amazon listing got suppressed (BSR drop, image rejection, policy flag), check Amazon Seller Central → Account Health. (3) A competitor seller is winning the buy box, check the buy-box-share metric in your Amazon SP-API connector. Should I worry about Amazon UK if I’m primarily a US store? Only at scale. UK Amazon stores carry different operational requirements (VAT registration, EU representation post-Brexit, packaging rules) that aren’t trivial to set up. If your UK Amazon revenue is <5k/month,theoperationaloverheadmayexceedtherevenuebenefit.Above5k/month, the operational overhead may exceed the revenue benefit. Above 20k/month, dedicated UK ops is justified. What does “channel concentration” mean in practical terms? It means: if this single source of revenue disappears, what fraction of your business goes with it? At 40% Amazon share, four out of every ten dollars depend on Amazon’s continued goodwill. Amazon can suspend you with hours of notice; recovery takes months. Concentration is a continuous business risk measured in months-of-runway. Multi-currency Amazon stores: how does the share work? We compute share per-currency where possible (Amazon US + Amazon UK reported separately), then aggregate. The headline percentage is mixed-currency without FX, prefer the per-region breakdown for international stores. My DTC strategy explicitly de-prioritises Amazon, why does the card flag me? The alert is set at 40% by default to fire on dependency risk. If you’re explicitly running a high-Amazon strategy with eyes open (e.g. Amazon-first brands deliberately keeping web at 5-10%), the alert is informational, not actionable. Configure the alert threshold higher (60-70%) for stores with this strategy. Should I close my Amazon channel to reduce concentration risk? No, except in extreme cases. Closing the channel forfeits the revenue without the diversification work elsewhere paying off. The right move is “grow other channels until Amazon’s share naturally drops”. Cutting Amazon is a 6-month revenue hit; growing other channels is a slow-build win.

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Tracked live in Vortex IQ Nerve Centre

Amazon Revenue Share vs DTC is one of hundreds of KPI pulses Vortex IQ tracks across BigCommerce 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.