DTC vs marketplace revenue split. >70% Amazon = platform-dependency risk; <10% = under-utilising marketplace reach.
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.
| What it counts | amazon_revenue_30D ÷ (shopify_revenue_30D + amazon_revenue_30D) × 100. Amazon side from amazon_sp.amazon_total_revenue, Shopify side from shopify.total_revenue. |
| VAT / tax treatment | Both sides match the platform’s billing convention. Shopify side honours taxesIncluded; Amazon side is also tax_inclusive for UK / EU FBA orders, ex-tax for US. The card does not normalise across the two; for UK / EU brands the figures are roughly comparable, for US brands the Shopify side is ex-tax and Amazon side is also ex-tax (so still comparable). Cross-region mixed brands need to read the figure with care. |
| Shipping | Shopify side includes shipping (part of totalPrice). Amazon side includes shipping for FBM orders, NOT for FBA orders (Amazon absorbs the shipping cost in the per-unit fee, the customer-paid shipping line is zero). This causes a small structural overstatement of Amazon share for FBA-heavy brands. |
| Discounts | Shopify side post-discount; Amazon side post-discount and post-Amazon-coupon. |
| Refunds | NOT deducted on either side. The card is gross-vs-gross. For the net-of-refunds view, divide net revenue by net revenue, both available as separate cards. |
| Cancelled / voided orders | Shopify includes VOIDED rows if indexed; Amazon excludes cancelled orders from its revenue feed. Slight asymmetry. |
| Currency | Both sides arithmetic sum without FX. For UK-only brands selling on amazon.co.uk and Shopify GBP, the figure is clean. For US-only brands the same. Cross-region brands (US Shopify + UK Amazon) get a meaningless headline; use per-region cards. |
| Channels / sources | Shopify side is Online Store + POS + Buy Button + B2B + other Shopify channels. Amazon side is amazon.co.uk + amazon.de + amazon.fr + amazon.com (whichever are connected). eBay, Etsy, Walmart, TikTok Shop are NOT in this card; they have separate marketplace-share cards. |
| What “Amazon” means here | First-party Amazon sales (FBA + FBM) via the Amazon SP-API. Amazon Vendor Central (1P) is NOT included today, that’s a separate connector roadmap item. |
| Time window | 30D vsP (default 30D vs the prior 30D) |
| Alert trigger | Amazon share >70% (concentration risk), sustained 30D share above 70% triggers a “platform dependency” alert |
| Roles | owner, finance, marketing |
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.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.| Channel | 30D revenue (gross) | Share | vsP (prior 30D) |
|---|---|---|---|
| Shopify DTC (Online Store + Buy Button) | $48,200 | 24.6% | -8% |
| Shopify B2B (wholesale tag) | $12,400 | 6.3% | +12% |
| Amazon FBA (amazon.com) | $124,800 | 63.7% | +18% |
| Amazon FBM (own-shipped) | $10,500 | 5.4% | flat |
| Total brand revenue | $195,900 | 100% | +8% |
| Card reads (Amazon share) | 69.1% | +5.2 ppt vsP |
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
Sibling cards merchants should reference together
Marketplace share is a strategy card, not an ops card. Pair these to make decisions:| Card | Why pair it with Amazon Revenue Share |
|---|---|
| Total Revenue | The Shopify side denominator. Read together to see whether DTC is genuinely growing or whether share is shifting because Amazon outgrew DTC. |
| Amazon Total Revenue | The Amazon side numerator. Same logic in reverse. |
| Catalogue Drift vs Amazon | The compliance / operational risk side of marketplace dependency. SKU drift between Shopify and Amazon is a tax / brand / Buy Box risk that gets worse as Amazon share rises. |
| Repeat Customer Rate | Amazon makes you anonymous to your customers (no email capture). High Amazon share + low Shopify repeat rate = compounding dependency, you can’t retain customers you can’t reach. |
| New vs Returning Customer Revenue | DTC growth from returning customers is more defensible than growth from new acquisition. If returning revenue is shrinking while Amazon grows, that’s the strategic problem. |
| Email-Attributed Revenue Share | The DTC retention lever. Email-driven Shopify revenue is the strongest counter-balance to Amazon dependency. |
| Top Products by Revenue | Concentration risk within concentration risk: if 60% of Amazon revenue is one SKU, the dependency is doubly fragile. |
| Refund Rate | A high Amazon share + rising refund rate is a Buy Box / negative-review-burst signal; refunds on Amazon directly affect the listing’s algorithmic ranking. |
Reconciling against the vendor’s own dashboard
Where to look in Shopify Admin: Shopify Admin doesn’t show this cross-channel 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.
- 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.
| Reason | Direction | Why |
|---|---|---|
| Amazon refund treatment | Either | Amazon’s revenue figures in Seller Central can be net-of-refunds in some views, gross in others. This card’s Amazon side is gross-of-refunds. Settlements and reserve account flows can also obscure the gross figure. |
| Currency | Approximate | Mixed-region brands (US Shopify + UK Amazon) have unconvertible figures. The card sums without FX. |
| FBA vs FBM shipping | Slight skew toward Amazon | FBA orders have shipping absorbed into the Amazon fee structure (customer-paid shipping = 0). Shopify orders include the customer-paid shipping. So Amazon share is slightly understated for FBA-heavy brands and slightly overstated for FBM-heavy. |
| Amazon Vendor Central (1P) | Excluded | If you sell wholesale to Amazon (1P), that revenue is invisible to this card; the SP-API connector covers seller-side (3P) only. |
| Time zone | Boundary days | Shopify side runs UTC; Amazon side runs the marketplace’s regional timezone (PT for amazon.com, GMT for amazon.co.uk). Boundary-day orders can differ by a small percentage. |
| Card | Expected relationship | What causes legitimate divergence |
|---|---|---|
shopify.total_revenue | The DTC denominator | This card’s (100% - amazon_share) portion of total brand revenue should equal Shopify total revenue. |
amazon_sp.amazon_total_revenue | The Amazon numerator | This card’s amazon_share % of total brand revenue should equal Amazon SP-API total revenue. |
amazon_ads.amazon_total_spend | The cost side | A high Amazon share with high Amazon Ads spend means dependency-and-fee compound; pair them when reading. |
shopify_xc_catalogue_drift | The compliance side | High Amazon share + drift means brand-control risk and likely MAP-policy violations. |
Known limitations / merchant FAQs
Why is this card showing zero or N/A? Two causes:- 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.
- 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.
- Don’t try to “reduce Amazon”, that’s playing the wrong game. Demand finds Amazon naturally.
- 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.
- 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.
- 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.
- Diversify marketplaces: TikTok Shop, Walmart, eBay, Etsy depending on category. Each takes 5 to 10% Amazon share off cleanly.
- For long-term: build a wholesale or B2B channel via Shopify B2B. Wholesale revenue is sticky and high-margin and reduces marketplace dependency.