% Amazon Sales
What share of your combined top line came from Amazon rather than your own store.
What it means
% Amazon Sales is Amazon's share of your combined sales, as a percentage. The denominator is the Total Sales card sitting beside it, which on this row means Shopify Sales plus Amazon Sales. Only those two channels enter the number — costs, ad spend and profit are all outside it.
It's a mix number rather than a performance one. It moves when either channel moves, so it can change in a month where nothing at all happened on Amazon.
Show the math
Formula and a worked example
Amazon Sales is what the Amazon channel took over the period.
Total Sales on this card row is Shopify Sales plus Amazon Sales — the combined top line across both channels.
Worked example. Amazon takes €45,000 in March and Shopify takes €105,000, so Total Sales is €150,000. % Amazon Sales = 45,000 ÷ 150,000 = 30%.
Now hold Amazon at €45,000 and let Shopify grow to €180,000. Total Sales becomes €225,000 and the card reads 20%. Amazon sold exactly as much as it did before. The share fell because the other half of the business got bigger.
It answers the question
How much of the business is Amazon actually carrying? One number tells you whether the marketplace is a real second channel or a side experiment you've been meaning to get to.
Why it matters
Most stores have a rough guess at this and it's usually wrong in one direction or the other. Amazon feels enormous while you're managing it and invisible on the days you aren't. This card replaces the guess.
It also decides how much attention the Amazon pages deserve. At 4%, an afternoon spent fixing listings is an afternoon your store didn't get. At 35%, an Amazon problem is a business problem, and every hour there pays for itself.
Read it as a direction of travel across several months rather than a monthly verdict. Because both halves move, one strong Shopify campaign is enough to push the share down while Amazon is quietly having its best quarter.
What good looks like
The bands describe Amazon as a second channel, not a target to maximise. They mark the point where the marketplace starts contributing meaningfully — they say nothing about a store running at 70%, where the question stops being growth and starts being how much of the business depends on one platform's rules. Read the direction of travel over several months, and read it beside Total SalesTotal SalesYour true top line and the anchor for every efficiency metric. so you know which half moved.
How to improve it
| Lever | What you do | Expect | How long | Watch out for |
|---|---|---|---|---|
| Fast Fix the listings that already get traffic | Better main image, clearer bullets and complete attributes on your existing Amazon products | More of the same traffic converts, so Amazon Sales rise | 2–4 weeks | Nothing is measurable for weeks, and any lift is easy to credit to the listing when it was really seasonality. |
| Fast Target the keywords you're missing | Work the search-term report and bid on the terms buyers actually use for your category | Amazon Sales up, and this share up with them | 2–6 weeks | Sales bought with bids arrive with an advertising bill attached. Watch ACOS against your margin before you call the extra volume a win. |
| Slow Widen the catalogue on Amazon | List the products you sell on Shopify that never made it onto the marketplace | A structural rise rather than a monthly one | 1–2 quarters | Every new listing needs stock committed to it, and slow movers tie up cash while earning storage fees. |
| Slow Accept that your own store is the other half | Read a falling share against Shopify's growth before treating it as an Amazon problem | No change to the number, and a better decision about it | Immediate | This is a reading, not a fix. If Amazon really has stalled, waiting a quarter to be sure costs you a quarter. |
Every lever costs something somewhere. The last column is the one to read twice.
Read it with
A share has two halves. Reading it against the combined top line is what tells you which one actually moved.
Amazon leading the growth
The business grew and Amazon grew faster. The marketplace is pulling its weight and then some.
Your own store led
A good month driven by Shopify. Amazon can be perfectly healthy here and still lose share — the denominator grew underneath it.
Amazon holding the line
The combined top line fell and Amazon held up better than the rest. Reassuring about the marketplace, worrying about everything else.
Both going the wrong way
Sales fell and Amazon fell hardest. Check stock and listing health first; a suppressed listing or a stock-out shows up here before anywhere else.
The share and its own denominator. A share that drops while Total Sales climbs is a Shopify success story, not an Amazon failure. A share that climbs while Total Sales falls is the opposite. The percentage alone can't separate the two, and the responses are nothing alike.
Ad Spend on this card row combines Meta, Google and Amazon, so MER already blends the channels that this number splits. A rising Amazon share with MER flat means the marketplace grew at the same efficiency as everything else. A rising share with MER worsening means you bought that growth.
Common misreads
Not on its own. The denominator includes Shopify, so a strong month on your own store pushes this down while Amazon sells more than ever. Check Amazon Sales in euros before you draw any conclusion.
The bands stop describing anything past that point. A very high reading means most of your revenue arrives under someone else's terms, pricing rules and account decisions. That's a mix worth being deliberate about, not one to keep maximising by default.
Treat a flat zero as no data first. No connected account, no settled sales in the period, or a channel that hasn't launched all read the same way here.
Also called
Amazon revenue share · marketplace share of sales · channel mix
See yoursAmazon's share of your combined top line, beside Total Sales, Ad Spend, MER and ROAS for both channels together.
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