Why can't Shopify reports show my Amazon and wholesale sales too?
Short answer: Because Shopify, an ecommerce platform for running an online store, reports on the data it holds, and your Amazon fees, wholesale invoices and ad spend sit in other systems. Shopify's reports are good for the store itself. For a true all-channel profit view you either add a profit-tracking app, feed the numbers into a spreadsheet or dashboard, or have a custom report built. The right choice depends on how many channels you have and how much of the work you want to do by hand.
Your Shopify reports look fine for the store but cannot tell you what you really earned once Amazon, wholesale and ads are counted.
I'm Ranjit, and I run Blur Studio: 15+ years building software, 120 apps taken live, and clients who have gone on to raise $10M+. I build AI systems and processes that help businesses do a lot more with a lot less time. I also work differently from most of what else is out there, more on that further down this page. Say hello.
What the problem looks like
You open Shopify Analytics and see total sales. You open Amazon Seller Central, the seller's control panel on Amazon, and see a different total. Your wholesale customers pay by invoice, so those sales are in your accounting tool or a spreadsheet. Nobody can answer a simple question: how much profit did we make last month, by product, across everything?
This is a data problem, not a Shopify fault. It is worth understanding why before you pay for a fix.
What Shopify reports do cover
Shopify's help center describes its analytics as dashboards and reports that let you review your store's recent activity, visitors, web performance and transactions. The main features are on every plan. You get a customizable dashboard of metric cards, such as net sales by channel, and a reports area where you can dig into one metric and save your own version.
That is a solid view of the sales Shopify processes. There are two catches for a multi-channel seller.
Why the gaps exist
- Sales that never touch Shopify. A wholesale invoice raised in your accounting software, a market stall, or a sale made directly in Amazon is not a Shopify order. No Shopify report can include what Shopify never sees.
- Costs that live elsewhere. Amazon fees, referral fees, advertising spend, shipping labels bought outside Shopify and the cost of goods all sit in other systems. A sales number without costs is not profit.
- Different rules for the same word. "Sale" means different things: Amazon pays out on its own schedule, refunds land weeks later, and wholesale is often paid on terms. Date and fee rules differ, so totals do not line up.
One partial fix is worth knowing. If you use Shopify Marketplace Connect, Shopify's own app for selling on Amazon, Walmart, eBay and Target Plus, imported marketplace orders appear in your Shopify Orders page as if they had been placed through your store, with the marketplace name in the Channel field. That brings the sale in. It does not automatically bring in every fee and cost on the marketplace side, so check what your own set-up carries across before you trust the margin.
Option 1: a profit-tracking app
Several tools exist to pull sales, fees and ad costs into one profit view. Here are examples across the range. Check each listing for current pricing, since many price by order volume.
| Tool | What it is | Fits |
|---|---|---|
| sellerboard | A profit analytics tool built for Amazon sellers. Its site shows prices starting at $15 a month as of November 2026, with a one month free trial. Check the site for which other sales channels it covers. | Sellers where Amazon is the main channel |
| Link My Books | A bookkeeping tool that syncs sales, refunds, fees and taxes from your sales channels to accounting software such as Xero or QuickBooks, and can track cost of goods for a monthly profit view. 14 day free trial; its pricing page sets the plan by your order volume. | Sellers whose pain is the books and payout matching |
| Polar Analytics | A data platform that brings Shopify, Amazon, ad platforms and email together. Its Shopify listing shows a Core plan; check the listing for the current price in your currency. | Larger brands with a data person |
The limit: these tools only know what you connect, and cost of goods still has to be entered somewhere. Wholesale invoices usually need to be added by hand or through your accounting tool.
Option 2: export and combine
The cheapest route is a monthly routine. Export sales from Shopify, Amazon and your invoice tool as CSV files (plain spreadsheet files). Paste them into one sheet with the same columns: date, channel, product, units, revenue, fees, cost. Add a pivot table on top.
It costs nothing and it works for one or two channels. It breaks when volume grows, when someone forgets a month, or when column names change. AI can speed up the merge step. I wrote up how in using AI to merge Shopify, Amazon and wholesale reports, and the Amazon-specific version is in building your own Amazon profit dashboard.
Option 3: a custom report layer
If you have three or more channels, a custom layer means a small piece of software that pulls from each source every night, applies your own fee and cost rules, and shows one dashboard. You decide what profit means once, and it is calculated the same way every day. The cost is a one-off build, and it removes the monthly copy and paste.
It makes sense when the monthly routine takes more than a day, when a ready-made tool cannot handle a channel you use, or when your cost rules are unusual (kits, bundles, wholesale price lists). For what a good dashboard should show, see KPI dashboards.
Worked example
These numbers are made up to show the gap. In October, a brand sees these totals:
- Shopify store: $30,000 sales
- Amazon: $18,000 sales
- Wholesale invoices: $12,000
Shopify's report shows $30,000. Real total sales are $60,000. Now the costs: Amazon fees and ads take $6,500 of the Amazon sales, goods cost $24,000 across all three, shipping is $5,000, and store ads are $4,000. Profit is $60,000 minus $39,500, which is $20,500, about 34 percent of sales. The Shopify view alone could never show that, and it would also hide how much of the Amazon sales the channel's own fees and ads take.
How to fix it in the right order
- List every place a sale or a cost is recorded.
- Pick one definition of profit and write it down.
- Get cost of goods onto every product, in one place.
- Choose the lightest option that covers your channels: sheet, app, then custom.
- Check the first three months against your bank and accounting records.
If the same data gap keeps returning, it is a sign of a bigger process problem: nobody owns the numbers. If the gaps keep growing, it is also fair to ask whether Shopify is still the right base. See Shopify alternatives.
How I'd approach this
Under $10,000 a month across two channels, I would use the sheet. It is boring and it works, and it teaches you what you actually need to know. Between that and three channels with wholesale, I would try one profit app on its free trial, and compare its figure with your sheet for one month. If the two disagree, find out why before you pick either.
Beyond that, or if your rules are unusual, a custom report layer pays for itself because you stop doing the monthly job by hand. I build these for small ecommerce teams, and the first step is always to write down what "profit" means for you. If you want help with that, book a quick call with me.
Questions people ask
Can Shopify show Amazon sales in its reports?
Only if the Amazon orders become Shopify orders, for example through a connector like Shopify Marketplace Connect, which imports marketplace orders and labels them with the marketplace name. Amazon's own fees and ad costs are not part of a normal Shopify order, so check how your set-up handles them. See how AI can merge the reports for a low-cost workaround.
What is an ecommerce profit dashboard in Shopify?
Shopify's own analytics shows sales, traffic and transactions. A profit dashboard goes further by adding costs, such as product cost, shipping and fees, to show what you kept. Profit apps and custom dashboards do that. A good starting point is the guide to KPI dashboards.
What is the best ecommerce reporting alternative to Shopify reports?
There is no single best one. A spreadsheet suits one or two channels, a profit app such as sellerboard or Polar Analytics suits more, and a custom layer suits unusual cost rules. Match the tool to your channels and the time you can spend each month.
How do I track wholesale sales alongside Shopify?
Keep wholesale invoices in one source, usually your accounting tool, and export them with the same columns as your Shopify export. Then combine them monthly in a sheet or feed both into a dashboard. If wholesale grows large, look at how ecommerce sellers sign supplier and wholesale agreements too.
Do I need a custom dashboard?
Only if the monthly merge takes more than about a day, a ready-made tool cannot connect a channel you use, or your cost rules are unusual. Otherwise a sheet or an app is cheaper. Ask me if you are unsure.
More in this topic: Ecommerce: Shopify and marketplace sync (19 guides) →