> ## 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. # Marketplace Revenue Share (Amazon), Shopline > DTC vs marketplace revenue split. >70% Amazon = platform-dependency risk; <10% = under-utilising marketplace reach. How to read it, why it matters, and how... **Metrics type:** [Cross-Platform Metrics](/nerve-centre/overview#metrics-types-explained) • **Category:** [Ecommerce Platform](/nerve-centre/connectors#connectors-by-type) > DTC vs marketplace revenue split. >70% Amazon = platform-dependency risk; \<10% = under-utilising marketplace reach. ## At a glance > Share of the merchant's revenue routed through Amazon vs Shopline DTC over the rolling 30 days. Surfaces channel-concentration risk (Amazon dominance) and channel under-investment (Amazon underweight) on a single donut. APAC merchants increasingly run multi-channel; this card reveals whether DTC and marketplace are healthily balanced. | | | | ------------------ | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **What it counts** | `amazon.revenue_summary / (amazon + shopline).revenue_summary` over the rolling 30D, grouped by channel. | | **Source data** | Shopline orders (gross, excluding cancelled) joined with Amazon SP-API `Reports/GET_FLAT_FILE_ALL_ORDERS_DATA_BY_LAST_UPDATE` for the merchant's region. | | **Region scope** | Per-store. A HK Shopline + JP Amazon split is calculated against JP Amazon (matching the merchant's regional storefront); a TW Shopline + US Amazon split is calculated against US Amazon. The match is on store-region first; if Amazon has multiple regions live the largest by revenue is used. | | **Currency** | Both sides converted to a common reporting currency (merchant's choice, defaults to store-primary). FX rates are daily-close from the Shopline FX feed. | | **Refunds** | Gross of refunds on both sides (matching their respective Total Revenue cards). | | **Cancellations** | Excluded on both sides. | | **Time window** | `30D vsP`. The 30D smooth allows seasonal channel-mix shifts to surface; the prior-period comparison flags emerging dependency. | | **Alert trigger** | `Amazon share >70% (concentration risk)`. The number to act on; below 10% Amazon share is also flagged in the drill-down as "under-utilised marketplace reach". | | **Sentiment** | None directly; this is a diagnostic gauge, not a sentiment-driven KPI. | | **Roles** | owner, finance, marketing. | | **Only when** | `has_amazon_sibling = true`. | ## Calculation Calculated automatically from your Shopline data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading. ## Worked example **An APAC fashion brand running a Hong Kong Shopline store + Amazon JP marketplace, rolling 30D ending 27 Apr 26.** The brand entered Amazon JP via Pan-Asia FBA 18 months ago after building a 2-year base of Shopline DTC. | Channel | 30D revenue (HKD equiv) | Share | | ----------------- | ----------------------- | ----- | | Shopline DTC (HK) | HK\$ 612,000 | 71.3% | | Amazon JP (FBA) | HK\$ 246,000 | 28.7% | | **Total** | **HK\$ 858,000** | 100% | ```text theme={null} Amazon share = HK$ 246,000 / HK$ 858,000 = 28.7% Below the 70% concentration alert; in the healthy 10 to 70% band. ``` **What it means.** 28.7% Amazon share is in the sweet spot. The brand is using Amazon as a meaningful but non-dominant channel, with DTC retaining the brand-control benefits (customer data, presentation, margin) and Amazon adding incremental volume the DTC site could not reach alone. **Comparing to prior 30D:** | Period | DTC share | Amazon share | | ----------- | ------------- | -------------------- | | Current 30D | 71.3% | 28.7% | | Prior 30D | 75.4% | 24.6% | | Trajectory | Trending down | Trending up (+4.1pp) | The 4.1pp Amazon-share gain in 30 days is fast. Two interpretations: (1) Amazon Prime Day equivalent (Spring Sale) or a successful sponsored-products campaign accelerated the channel; (2) DTC is decelerating while Amazon holds. The drill-down shows DTC absolute revenue grew 6% while Amazon grew 23%, so it is mostly Amazon outpacing DTC, not DTC failing. **The action.** Continue the trajectory but watch the 60% band. If Amazon share crosses 60% in the next 90 days without an explicit DTC re-investment, the brand is on a path to >70% concentration risk within \~6 months. The healthy mid-term target is 50/50; reaching 60/40 Amazon-leaning would be a strategic decision worth a board conversation, not just a marketing decision. ## Sibling cards merchants should reference together | Card | Why it matters next to the share | What the combination tells you | | -------------------------------------------------------------------------------------------------------- | -------------------------------- | ----------------------------------------------------------------------------------------------------------------- | | [Shopline Total Revenue](/nerve-centre/kpi-cards/shopline/total-revenue) | The DTC numerator. | If DTC is stable but share dropped, Amazon grew without DTC shrinking; if DTC dropped, share-shift was passive. | | [Amazon JP Total Revenue](/nerve-centre/amazon/amazon_total_revenue) | The marketplace numerator. | The Amazon side of the donut. | | [Catalogue Drift vs Amazon (Shopline)](/nerve-centre/kpi-cards/shopline/catalogue-drift-vs-amazon) | MAP risk pairing. | Rising Amazon share + drifting catalogue = MAP-risk surface area expanding. | | [Active Ads on OOS SKUs](/nerve-centre/kpi-cards/shopline/active-ads-on-out-of-stock-skus) | Ad-efficiency diagnostic. | If Amazon share is rising because of Amazon ads, check whether DTC ads are still spending on OOS. | | [Amazon UK Top SKUs Missing on OnBuy](/nerve-centre/kpi-cards/onbuy/amazon-uk-top-skus-missing-on-onbuy) | Multi-marketplace pattern. | Reference for merchants who later add OnBuy. | | [Refund Rate](/nerve-centre/kpi-cards/shopline/refund-rate) | Share-shift quality check. | If Amazon share rises with refund rate also rising, the channel growth is buying low-quality demand; investigate. | | [Repeat Customer Rate](/nerve-centre/kpi-cards/shopline/repeat-customer-rate) | DTC retention signal. | Healthy multi-channel = DTC repeat rate stable while Amazon share rises; declining DTC repeat = cannibalisation. | | [Shopline Health Score](/nerve-centre/kpi-cards/shopline/shopline-health-score) | Composite. | Concentration risk is one input to overall health; this card surfaces the underlying signal. | ## Reconciling against the vendor's own dashboard **Where to look:** There is no single vendor view of this share; the data lives across two consoles: > **Shopline Admin -> Reports -> Sales report** (gives the DTC numerator) > **Amazon Seller Central -> Reports -> Business Reports -> By Date -> Sales and Traffic** (gives the Amazon numerator) The merchant has to FX-convert and add manually unless they run a multi-channel reporting tool. **Why our number may legitimately differ from a manual sum:** | Reason | Direction | Why | | ----------------------- | ------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ | | **FX rate** | Either | We use daily-close FX from the Shopline FX feed; a merchant adding numbers in Excel may use a different rate (e.g. month-end, monthly average). | | **Cancellations** | Theirs higher | Both vendor consoles can include cancelled orders in some views; we exclude consistently. | | **Refunds** | Identical | We are gross of refunds on both sides; vendor consoles default to gross too. | | **Time zone** | Marginal | Shopline uses store-local; Amazon uses marketplace-local; we use UTC for both. Over 30D the gap is negligible. | | **Subscription orders** | Identical | Both sides count subscription billings as separate orders. | | **B2B / wholesale** | Either | If the merchant has a B2B segment on Shopline, our card includes it by default unless tagged for exclusion; some merchants exclude B2B from the share calc to compare like-for-like. | **Internal identity:** `shopline_xc_amazon_revenue_share = amazon.total_revenue_30d / (amazon.total_revenue_30d + shopline.total_revenue_30d)` (both in common reporting currency). ***
Documentation cross-reference (for agencies running multiple platforms) Marketplace-share archetype across other commerce connectors: * [`shopify.shopify_xc_amazon_revenue_share`](/nerve-centre/kpi-cards/shopify/marketplace-revenue-share) * [`bigcommerce.bigcommerce_xc_amazon_revenue_share`](/nerve-centre/bigcommerce/bigcommerce_xc_amazon_revenue_share) * [`onbuy.onbuy_xc_share_of_uk_revenue`](/nerve-centre/kpi-cards/onbuy/onbuy-share-of-uk-revenue)
## Known limitations / merchant FAQs **What is a healthy Amazon share for an APAC Shopline merchant?** 20 to 50% is the comfortable band. Below 10% suggests Amazon is under-invested (worth interrogating); above 70% suggests platform dependency (act on it before crossing). Healthy mid-term target is around 40/60 Shopline/Amazon for brands actively running both. **My Amazon share crossed 70%. What should I do?** First, do not panic; the alert is a strategic signal not an operational one. Second, run a 90-day plan: re-invest in DTC (email lifecycle, paid social, content marketing) to grow the DTC numerator faster than Amazon. The fix is rarely "shrink Amazon"; it is "grow DTC". **Does this only consider Amazon, not other marketplaces?** This particular card is Amazon-specific. Other marketplaces (Rakuten, Yahoo Japan, eBay) get their own share cards if connected. The total marketplace share is in the multi-channel rollup view. **My Amazon share dropped 10pp in a week. What happened?** Three usual causes. (1) DTC promo or campaign drove a one-week DTC spike (denominator effect, no Amazon issue). (2) Amazon listing was suspended or buy-box lost (real Amazon issue; check Amazon connector cards). (3) Token expired on either side, freezing one half of the donut. **Why is my share showing 100% Shopline?** Either (a) the Amazon connector is not yet connected, in which case the card should be hidden (`only_when: has_amazon_sibling`), or (b) the Amazon connector is connected but reports zero revenue (auth issue, no fulfilment, brand new). Check the Amazon connector health. **Does this include Amazon FBA and FBM together?** Yes. The numerator is total Amazon revenue regardless of fulfilment method. Per-channel granularity (FBA vs FBM) is in [`amazon_fbm_pct`](/nerve-centre/amazon/amazon_fbm_pct). **My Shopline + Amazon adds up to less than my actual revenue. Why?** You probably have other channels (eBay, Rakuten, Lazada, physical retail, B2B) that are not in this two-channel calc. Use the multi-channel rollup view for the full picture. **Does this distinguish HK / TW / SG Shopline stores?** Each Shopline store is a separate connection. If the merchant runs HK + TW Shopline + JP Amazon, this card runs three times (one per Shopline store, each paired against its regional Amazon). **My share rose because Amazon ran a sale; should I be worried?** Not necessarily. A one-month spike from Amazon Spring Sale or Prime Day is normal; check the 90D trend (this card's underlying data feeds [`shopline_revenue_trend`](/nerve-centre/kpi-cards/shopline/revenue-over-time) for the 90D shape). Concern starts when the share holds elevated past the next 60 to 90 days. *** ### Tracked live in Vortex IQ Nerve Centre *Marketplace Revenue Share (Amazon)* is one of hundreds of KPI pulses Vortex IQ tracks across Shopline 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.