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Metrics type: Cross-Platform Metrics • Category: Ecommerce Platform
DTC vs marketplace revenue split. >70% Amazon = platform-dependency risk; <10% = under-utilising marketplace reach.

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At a glance

The percentage of total brand revenue (Shopify DTC + Amazon SP-API) that came from Amazon over the last 30 days. The single board-room number for marketplace dependency, >70% means you don’t really own your customers, <10% means you’re leaving demand on the table.

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Calculation

Calculated automatically from your Shopify 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 skincare brand on Shopify Plus, also selling on amazon.com via FBA. Reading taken on 12 Apr 26 for the 30D window 13 Mar 26 to 12 Apr 26. The card reads 69.1% Amazon share, just below the 70% concentration-risk trigger but trending up. Six things to notice:
  1. The brand is one alert away from concentration risk. A few more weeks of similar growth and the card flips red. The board-level concern, what happens if Amazon suspends this account or the listing loses Buy Box, is the central question.
  2. DTC revenue is shrinking while Amazon grows. The Shopify DTC side is down 8% vsP while Amazon is up 18%. This is a CAUSE not just a SYMPTOM. Customers who would once buy DTC now find the brand on Amazon (often cheaper due to Subscribe & Save discounts), erode DTC, deepen the dependency.
  3. The unit economics are different per channel. Amazon takes a 15% referral fee plus FBA fees (typically 18 to 22% all-in). Shopify takes 0.5 to 2.5% plus payment processing. So even though Amazon is 63.7% of revenue, it’s contributing perhaps 35 to 45% of gross profit. Pair with Net Margin by Channel.
  4. Amazon Buy Box dependency is invisible here. The card shows aggregate Amazon revenue, not Buy Box win rate. A brand with 64% Amazon share AND high Buy Box dependency is operationally fragile, a single negative review burst can lose Buy Box and crater Amazon revenue overnight.
  5. The 5.4% FBM is ops fragility. FBM (Fulfilled by Merchant) means the brand ships from its own warehouse rather than Amazon. FBM orders compete with FBA on the same listing; some customers prefer FBA’s faster Prime delivery. If the brand’s FBA inventory runs out, FBM is the only option, and FBM has slower SLAs which affects Amazon’s algorithmic ranking.
  6. The action playbook isn’t “reduce Amazon”; it’s “grow DTC”. Cutting Amazon spend rarely works (the demand finds the brand on Amazon anyway via search). Investing in DTC retention (email, loyalty, subscriptions) and DTC acquisition (Meta Ads, influencer) is the right rebalance. The card is a diagnostic, the strategy lives elsewhere.

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Sibling cards merchants should reference together

Marketplace share is a strategy card, not an ops card. Pair these to make decisions:

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Reconciling against the vendor’s own dashboard

Where to look in Shopify Admin: Shopify Admin doesn’t show this cross-platform split, it has no native visibility into Amazon revenue. The closest manual reconstruction is:
  • Shopify Reports → Sales over time for the Shopify side numerator.
  • Amazon Seller Central → Reports → Business Reports → Detail Page Sales and Traffic for the Amazon side numerator.
  • Manually compute the ratio. Or use this card.
Other views that look related but aren’t the same:
  • Shopify “Sales by sales channel” report: shows breakdown by Shopify-internal channels (Online Store, POS, Buy Button) but doesn’t include Amazon, Amazon is an external connector.
  • Amazon Brand Analytics → Top Search Terms: shows what’s driving traffic to your Amazon listings. Useful for diagnosing why Amazon share is rising but doesn’t reconcile against this number.
  • Apps like Sellbrite / Linnworks dashboards: aggregate channel revenue but use their own definition of “marketplace”. Often include eBay, Walmart, etc, so will report a different ratio.
Why our number may legitimately differ from a manual reconciliation: Cross-connector reconciliation: This card IS a cross-connector reconciliation. The relationships:

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Known limitations / merchant FAQs

Why is this card showing zero or N/A? Two causes:
  1. Amazon SP-API connector isn’t connected. Connect in Settings → Connectors → Amazon SP-API. The card requires both Shopify and Amazon connections to compute a ratio.
  2. The Amazon connector is connected but no orders have synced. SP-API initial sync can take 24 to 72 hours for high-volume sellers. The card reads zero until the Amazon side has data.
My Amazon share looks too high. Are you double-counting? Unlikely, but possible if you sell the same physical inventory via Amazon Multi-Channel Fulfillment (MCF) for Shopify orders. In that flow, a Shopify order is fulfilled by Amazon’s warehouse and the order appears in BOTH Shopify and Amazon’s systems. The card by default treats them as separate, double-counting. Configurable in Settings → Connectors → Amazon SP-API → MCF deduplication. Enable to subtract MCF-fulfilled Shopify orders from the Amazon side. Why does my US Amazon and UK Amazon get combined into one number? The card sums all connected Amazon marketplaces into a single “Amazon” figure. For brands operating across regions, this can produce a misleading headline (US Shopify + UK Amazon makes no economic sense as a single ratio). Per-region cards are on the roadmap; for now, connect only one Amazon marketplace per workspace if you want a clean reading, or use the per-marketplace amazon_sp connector cards directly. The card alerts at >70%. Is that the right threshold? 70% is the broadly-accepted concentration-risk ceiling in marketplace-finance literature. Below 70%, the brand has enough DTC volume to survive an Amazon suspension. Above 70%, an Amazon suspension or Buy Box loss is existential. For brands with strong DTC moats (subscription model, branded content), the threshold can sit higher (80%+); for new entrants or commoditised categories the threshold should be lower (50 to 60%). Configurable per workspace. Does this include Amazon Ads spend? No. This card measures revenue share, not spend. Amazon Ads spend is a cost, not a revenue. Pair with Amazon Total Spend for the complementary view. A 70% revenue share with 30% of marketing spend on Amazon is healthier than a 70% revenue share with 90% of marketing spend on Amazon, the latter has compound dependency. My subscription brand has high Amazon Subscribe-and-Save share. Is that bad? Mixed. Subscribe-and-Save is more defensible than ad-hoc Amazon orders (customers more sticky) but Amazon controls the customer relationship and discounts the brand 5 to 15%. If S&S is 50%+ of your Amazon revenue, the Amazon dependency is “sticky” but the unit economics suffer. Worth pairing with Repeat Customer Rate on the Shopify side, ideally subscription brands lean toward Shopify-native subscriptions for margin reasons. Why didn’t the share drop when I launched a big Shopify campaign? Two reasons. (1) The 30D window dilutes any single week’s spike. A campaign that doubles Shopify revenue for 7 days only moves the share by a couple of ppt against a 30D Amazon baseline. (2) Shopify campaigns can drive Amazon revenue indirectly, customers see your brand on Meta, search Amazon, and buy there. Look at Shopify revenue against Amazon revenue in the same week to see direct uplift; the share metric is a slow-moving strategic indicator. Multi-currency: my brand sells US Shopify and UK Amazon. The card reads strangely. Why? Mixed-region brands get unconvertible figures. The card sums GBP and USD without FX conversion. The displayed share is mathematically defined but economically meaningless. Use per-region marketplace-share cards (on the roadmap) or compute manually with a fixed FX rate. Action playbook when this card breaches the alert:
  1. Don’t try to “reduce Amazon”, that’s playing the wrong game. Demand finds Amazon naturally.
  2. Invest in DTC-only retention levers: email (Klaviyo, Mailchimp), loyalty (Smile.io, LoyaltyLion), subscription (Recharge, Skio), bundles, exclusive product launches. See Email-Attributed Revenue Share.
  3. Audit Amazon listing margins. If Amazon’s all-in cost (referral + FBA + ads) is >35%, raise prices or pull listings. The card reading is more concerning if your Amazon margins are thin.
  4. Check Buy Box win rate (Amazon Brand Analytics). Concentration risk is worst when paired with Buy Box dependency, a single negative review can cost both.
  5. Diversify marketplaces: TikTok Shop, Walmart, eBay, Etsy depending on category. Each takes 5 to 10% Amazon share off cleanly.
  6. For long-term: build a wholesale or B2B channel via Shopify B2B. Wholesale revenue is sticky and high-margin and reduces marketplace dependency.

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Tracked live in Vortex IQ Nerve Centre

Marketplace Revenue Share (Amazon) is one of hundreds of KPI pulses Vortex IQ tracks across Shopify 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.