Amazon Seller Central

Analysis for Amazon Sellers

Our integration with Amazon Seller Central allows Peel to analyze revenue from sales directly on Amazon that wouldn't otherwise be captured through Shopify.


Since Amazon hides the emails when you segment, you are only looking at Amazon only purchases. This could mean that the same customer could also buy between Amazon & Shopify (there is no way to match). All emails are obfuscated, so they’re all {unique_code}

For example -- Customers Returning --- what you are looking at are people who made their purchase on Amazon and then their repeat purchase rate for the amazon channel. What you are getting is repurchase behavior and LTV of your customers from the Amazon channel :).

They also could have gone to Shopify and bought too, and you will see that when you segment by Shopify.

How to connect

  1. Go to your Peel account
  2. Log in to Peel
  3. Go to Icon > Connections and Datasets > Add Datasourse
  4. Select Amazon Seller Central
  5. Select your main Amazon Marketplace region & Connect

We set up our integration to require the least amount of permissions, and Peel will never edit any content on Amazon.


Decide how you would like to view your Amazon data in Peel.

Option 1: Analyze the data together with Shopify data
Option 2: analyze it separately on its own -- *(this version allows for more flexibility with segmentation, so we recommend you do option 2)

Read more about it here How to Connect to Amazon Seller Central

Once you have connected it to Peel, the integration will download all historical revenue. Please reach out to us if you have any doubts or questions about the progress!


If you decide to combine Amazon with Shopify analysis (option 1), you can segment the metrics by Datasource to see the difference in the analysis of revenue by Shopify & Amazon. How to Connect to Amazon Seller Central

If you decide to go with Option 2 (the favored method), then you can segment any of the Amazon analysis by the segments within them -- Amazon data by FBA or FBM, or shipping, or product, etc.


The following metrics are available for Amazon data:

Linear Metrics

-AOV (Net)
-AOV (Gross)
-Demand Sales
-Gross Sales
-Gross Sales Minus Returns
-Growth Rate
-Net Sales
-Number of Orders per month
-Orders per Customer
-Products Sold
-Purchase Frequency
-Quantity per Order
-Shipping Cost
-Shipping Revenue
-Time Between Purchases
-Total Sales
-Total Sales from Subscribers


-Cohort AOV per Month
-Cohort Customers per Count of Days with Order
-Customers per Number of Orders
-Customers Returning Rate
-Days since First Order
-Discounts by Cohort
-Gross Margin Amount
-Gross Margin Rate
-Gross Profit Margin
-Gross Sales by Cohort
-Lifetime Revenue by Cohort
-Lifetime Revenue by Customer
-LTV by Cohort
-LTV by Customer
-Net Sales per Customer
-Net Sales Per Customer (non-cumulative)
-Repeat Orders Rate per Cohort
-Repurchase Rate

Product Analysis

-Market Basket Analysis - what are people buying together
-Product Journey - what are people buying subsequently
-Pacing Sales - how is your revenue this period of time compared to another period of time.


Additionally, our Amazon Seller Central integration allows for analysis using several segments that are unique to Amazon, and only available for use within the Amazon workspace. These unique segments include:

Monthly Cohort


  • Cities
  • Countries
  • Sales Channel
  • States


  • Fulfillment Channel - segment by FBA & FBM
  • Order Channel
  • Ship Service Level


  • ASIN - Amazon Standard Identification Number
  • Product Collections
  • Product Types
  • SKUs

Shopify + Amazon

Our integration with Amazon is a direct connection to Seller Central. If you are selling on Amazon as a Shopify channel, your Amazon orders will already be on Amazon and it is important not to duplicate them by adding the Amazon connection.

Reach out to Peel via chat or [email protected] if you need any assistance or have questions.

Amazon Data analyzed with Shopify

When Amazon data is computed with Shopify -- the overall numbers include both Amazon & Shopify. & then you can segment out by datasource just Amazon or just Shopify, but you can not easily segment deeper. If you want to look at Amazon by Sku -- you should Add Amazon to its own workspace -- How to Connect to Amazon Seller Central for more detail to separate the analysis.

When combined --
While Amazon does not share customer personal information, Peel is able to build cohorts and identify returning customers to compute repurchase rate and lifetime value. Our profit and LTV metrics will require you manually upload COGS of products since they're not available on Amazon. Please contact us for more details!

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