> ## 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. # eBay vs Amazon Revenue Share, eBay > eBay vs Amazon Revenue Share for eBay stores. Tracked live in Vortex IQ Nerve Centre. How to read it, why it matters, and how to act on it. **Metrics type:** [Cross-Platform Metrics](/nerve-centre/overview#metrics-types-explained) • **Category:** [Marketplace](/nerve-centre/connectors#connectors-by-type) ## At a glance > Cross-platform revenue split between eBay GMV and Amazon sales over the 90-day window. The "where is my marketplace volume going" donut, telling the seller whether they're an eBay-first, Amazon-first, or balanced multi-marketplace operator, and how that mix is shifting. | | | | ------------------------------ | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **What it counts** | `eBay_GMV / (eBay_GMV + Amazon_sales) × 100` and the inverse, both shown on the donut. eBay side uses `pricingSummary.total.value` from the Sell Fulfillment API; Amazon side uses Order Reports from SP-API. | | **Listing-format scope** | All eBay formats (fixed-price, auction, Best-Offer-resolved). Amazon side includes both FBA and FBM (seller-fulfilled) orders. | | **GMV / fees framing** | **Gross of fees on both sides.** eBay side is gross of FVF; Amazon side is gross of referral fees. For an apples-to-apples comparison this is the right framing because both marketplaces report this way natively. | | **Promoted Listings** | Both promoted and organic orders contribute identically on both sides. The card doesn't separate paid-placement revenue. | | **Multi-site aggregation** | The card pairs each connected eBay `marketplaceId` with the corresponding Amazon marketplace by default (eBay UK paired with Amazon UK, eBay US paired with Amazon US). Per-pair share is shown on expansion. | | **Currency** | Per-marketplace native currency, summed without FX. UK + US sellers see arithmetic-summed totals; for board reporting do the FX manually. | | **Best-Offer-resolved orders** | Counted on the eBay side at the negotiated total. | | **Refunds** | Both sides are gross of refunds. For a net-of-refund view, subtract refund value from each side manually. | | **Cancellations** | Buyer-cancelled-pre-payment orders are excluded by both APIs. Seller-cancelled post-payment cancellations are typically included until refund processing completes. | | **Time window** | `90D` (rolling). The 90-day window is long enough to smooth seasonal noise and short enough to capture meaningful share trends. | | **Alert trigger** | `-` | | **Roles** | owner, finance | ## Calculation Calculated automatically from your eBay 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 home-and-garden seller running ebay.co.uk + amazon.co.uk, with US expansion launched 6 months ago via ebay.com + amazon.com. 90-day window: 02 Feb 26 to 01 May 26. | Channel | 90D GMV / sales | Share | | ---------------------- | -------------------------- | ------------------------ | | ebay.co.uk | £318,000 | 36.1% | | amazon.co.uk | £404,000 | 45.9% | | ebay.com | \$52,000 | 5.9% (in £, \~£41,000) | | amazon.com | \$148,000 | 12.1% (in £, \~£117,000) | | **Total** | **£880,000 (FX-adjusted)** | **100%** | | **eBay total share** | **42.0%** | | | **Amazon total share** | **58.0%** | | Five things to notice: 1. **The seller is Amazon-first overall (58% Amazon vs 42% eBay).** This is typical for UK home-and-garden sellers; Amazon's Prime delivery promise dominates impulse / replacement purchases in this category. eBay's stronger position is in collectibles, vintage, and refurbished, none of which are this seller's lines. 2. **The UK market is more eBay-friendly than the US.** UK split is 44% eBay / 56% Amazon; US split is 33% eBay / 67% Amazon. The US market consolidation toward Amazon is structural; eBay UK has held more ground because of legacy buyer behaviour and stronger collectibles share. 3. **Trend line over 4 quarters typically shows Amazon gaining 1 to 2 ppt per quarter.** This isn't a brand-specific trend; it's an industry pattern. Sellers planning marketplace strategy should assume Amazon share continues to grow over the next 24 months unless they actively invest in eBay-specific levers (Promoted Standard, eBay Stores subscription, Best Offer dynamics). 4. **The TRS-discount on eBay matters for share economics.** A seller losing TRS sees eBay net margin fall by \~1.3 percentage points (the lost FVF discount). At 42% eBay share, that's a \~0.5% drag on overall blended margin, real but not alarming. A non-TRS Amazon-first seller might rationally migrate even more share to Amazon. 5. **Currency aggregation muddies the headline.** The FX-adjusted £880k total uses today's USD/GBP rate (\~£0.79/\$). Over the 90-day window the FX rate moved \~3%, so the historical-FX-adjusted total may differ from the spot-FX-adjusted total by 1 to 2%. For board reporting, agree the FX convention with finance. ## Sibling cards merchants should reference together | Card | Why pair it with eBay vs Amazon Revenue Share | | ----------------------------------------------------------------------------------------------- | --------------------------------------------------------------------------------------------------------------------------- | | [eBay Total Revenue](/nerve-centre/kpi-cards/ebay/total-revenue) | The eBay side of the comparison. | | [Amazon Total Sales](/nerve-centre/amazon/total_sales) | The Amazon side of the comparison. | | [Catalogue Drift vs Amazon](/nerve-centre/kpi-cards/ebay/catalogue-drift-vs-amazon) | Pricing-side cross-platform context. Drift on individual SKUs explains share movements at the catalogue level. | | [Amazon Top SKUs Missing on eBay](/nerve-centre/kpi-cards/ebay/amazon-top-skus-missing-on-ebay) | The "untapped channel-expansion" view. Adding velocity-proven Amazon SKUs to eBay shifts share toward eBay. | | [Marketplace Fees](/nerve-centre/kpi-cards/ebay/marketplace-fees) | eBay fee math. Compare against Amazon referral fees for net-margin parity. | | [Promoted Spend](/nerve-centre/kpi-cards/ebay/promoted-listings-spend) | eBay-side ad investment that drives share. | | [Shopify Total Revenue](/nerve-centre/kpi-cards/shopify/total-revenue) | Triangulation: marketplace share doesn't include the seller's own DTC channel. For full revenue mix, add Shopify alongside. | | [Health Score](/nerve-centre/kpi-cards/ebay/ebay-health-score) | eBay-side operational health affects share migration; degraded health pushes volume toward Amazon. | ## Reconciling against the vendor's own dashboard **Where to look in eBay Seller Hub (eBay-side data):** > [Seller Hub → Performance → Sales](https://www.ebay.com/sh/performance/sales), eBay GMV for the period. **Where to look in Amazon Seller Central (Amazon-side data):** > [Amazon Seller Central → Reports → Business Reports → Sales and Traffic](https://sellercentral.amazon.com/business-reports). Amazon ordered-product sales for the period. Sum each side's 90-day total and compute the share manually; the figure should match this card to within a small reconciliation gap. **Timing, settlement, and reporting-lag table:** | Topic | Detail | | ---------------------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **Timezone** | eBay GMV uses UTC for period boundaries (Pacific Time at source). Amazon orders use Pacific Time (US accounts). The card normalises both to UTC; small (sub-day) boundary effects average out over 90D. | | **Settlement / payout impact** | The card uses gross GMV / sales, not settled-cash. Different channels have different settlement cadences (eBay TRS near-instant, Amazon 14-day rolling). Cash-flow share differs from revenue share by 0 to 5 ppt depending on payout timing. | | **Promoted Listings cost reporting lag** | Not directly relevant; both sides are gross of ad fees. | | **API throttling** | eBay Sell Fulfillment API: 5,000 calls/day. Amazon SP-API Order Reports: per-marketplace per-second limits. Full 90-day backfill completes in 2 to 4 hours; the card refreshes daily. | | **Data sync cadence** | Both connectors push order events via webhook (eBay) and polling (Amazon). Amazon's polling cadence is 15 minutes; eBay's webhooks are 30 to 90 second push. "Today" share is approximate; yesterday and earlier are fully caught up. | **Why our number may legitimately differ from a manual cross-platform sum:** | Reason | Direction | Why | | ----------------------------- | ----------------- | ---------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **FX / currency aggregation** | Either | Multi-marketplace sellers see arithmetic-summed values without FX in the headline by default. Per-marketplace breakdown gives accurate per-currency comparisons. | | **Refund treatment** | Same on both | Both sides are gross of refunds; refund-net comparisons require manual adjustment. | | **Marketplace pairing** | Default vs custom | The card pairs eBay-UK with Amazon-UK by default. Custom pairings (eBay-UK with Amazon-DE) are configurable but skew the share interpretation. | | **Time-zone boundary** | Within ±1 day | eBay and Amazon use different default timezones; the card normalises to UTC. Small boundary effects on the very first / last day of the 90D window. | **Cross-connector reconciliation against other connectors the same seller may run:** | Card | Expected relationship | What causes legitimate divergence | | ------------------------------------------------------------------------ | ---------------------------------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------- | | [`shopify.total_revenue`](/nerve-centre/kpi-cards/shopify/total-revenue) | Cross-platform triangulation. The marketplace share doesn't include the seller's own Shopify storefront. For full revenue mix add Shopify alongside. | Shopify is a separate population; treat as a third pie slice in the seller's total revenue. | | [`amazon.total_sales`](/nerve-centre/amazon/total_sales) | The Amazon side of this card. Should reconcile 1-to-1. | Identical data source; any divergence is a sync-lag artefact. | ***
Same-shape marketplace peer (for sellers running multiple marketplaces) The same cross-marketplace revenue-share concept applies anywhere multi-channel selling is run. This is a Vortex IQ-defined cross-platform composite; neither eBay nor Amazon publishes it natively. * [`amazon.total_sales`](/nerve-centre/amazon/total_sales), the Amazon side of the comparison.
## Known limitations / merchant FAQs **What's a "healthy" share split?** There's no universal answer; depends on category. **Apparel, footwear, fashion accessories**: Amazon dominant (60 to 80% Amazon share is typical). **Collectibles, vintage, refurbished electronics**: eBay dominant (60 to 80% eBay share). **Home and garden, consumer electronics**: Amazon-leaning (55 to 70% Amazon). **Industrial / B2B parts**: eBay-leaning (45 to 60% eBay) because of long-tail discoverability. **Why is my Amazon share growing every quarter?** Industry pattern. Amazon's Prime delivery promise, larger advertising surface, and superior search result quality continue to take marketplace share from eBay industry-wide. Sellers can resist this with eBay-specific levers (Promoted, Best Offer, eBay Stores subscription, TRS-targeted operations) but the structural drift is toward Amazon. **Are FBA and FBM split shown separately on the Amazon side?** Not on this card. The aggregate Amazon-share figure includes both FBA (Amazon-fulfilled) and FBM (seller-fulfilled). For the FBA / FBM breakdown, see Amazon-side cards. The split matters for fulfilment cost analysis but not for top-line marketplace share. **My multi-site numbers: how should I read this for board reporting?** The headline shares are FX-aggregated; per-pair (eBay-UK with Amazon-UK, eBay-US with Amazon-US) drilldowns are exact in native currency. For board reporting, agree on either: (a) FX-converted single-currency total share, or (b) per-marketplace-pair share table. The card supports both; default is FX-converted single-currency. **Does Best Offer affect my eBay share?** Slightly downward. Best-Offer-resolved orders book at the negotiated total (typically 8 to 12% under asking), so a seller with heavy Best Offer activity has slightly lower booked GMV than a seller with the same volume of BIN orders. Effect is small (under 1 ppt of share for most sellers). **Does Promoted Listings ROI affect this card?** Only via volume. Higher Promoted ROI on eBay drives more eBay GMV, increasing eBay's share. The card itself doesn't differentiate paid from organic. **Why doesn't Shopify appear here?** Because it's a marketplace-vs-marketplace card, focused on eBay vs Amazon. Shopify is a DTC channel; treat it as a third pie slice when looking at total revenue mix. Some Vortex IQ workspaces enable a 3-channel donut (eBay + Amazon + Shopify); toggle in card settings. **My Amazon side dropped 30% but eBay stayed flat, what happened?** Three usual causes: (1) Amazon listing suspension or Buy Box loss; (2) FBA inventory stockout (Amazon orders stop, but eBay's seller-fulfilled inventory keeps shipping); (3) Amazon advertising budget exhaustion. Investigate Amazon-side cards first; the share movement is the symptom, not the cause. **Is there an alert on this card?** Default: no alert. Some workspaces set a custom alert at "share shifts >5 ppt vs prior 90D" to catch step-changes. Configure in card settings if you want share-trend monitoring. **Action playbook for using this card:** 1. Read the headline share monthly to track marketplace mix trend. 2. If eBay share is degrading, audit eBay-side operational health (TRS, defect rate) and listing quality (specifics, photos). 3. If Amazon share is degrading, audit Buy Box position, FBA inventory levels, and Amazon advertising. 4. For multi-marketplace expansion decisions, use this card to identify under-developed channel pairs (e.g. ebay.com share well below ebay.co.uk share = US-eBay underdeveloped, opportunity). 5. Pair with [Catalogue Drift](/nerve-centre/kpi-cards/ebay/catalogue-drift-vs-amazon) and [Amazon Top SKUs Missing on eBay](/nerve-centre/kpi-cards/ebay/amazon-top-skus-missing-on-ebay) for the listing-level levers. *** ### Tracked live in Vortex IQ Nerve Centre *eBay vs Amazon Revenue Share* is one of hundreds of KPI pulses Vortex IQ tracks across eBay 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.