What does GMV stand for?

GMV stands for Gross Merchandise Value. It is sometimes also called Gross Merchandise Volume. Both terms refer to the same metric: total transaction value before deductions.

What is the difference between GMV and revenue?

GMV is the gross transaction value before any deductions. Revenue is what the seller actually recognizes after subtracting returns and (in marketplace accounting) Amazon's commission. For most Amazon sellers, net revenue is 55-75% of GMV.

Why does Amazon care about GMV?

Amazon reports marketplace GMV to investors as a measure of platform health and demand. For individual sellers, GMV is useful for benchmarking growth and category size but should never be confused with profit.

Is GMV the same as sales?

GMV is the broadest possible measure of sales, before any reductions. 'Sales' in Seller Central can mean Ordered Product Sales (closer to GMV) or Sold Units Sales (net of cancellations). Always check the metric definition before comparing.

How do I calculate GMV from Amazon reports?

Pull Ordered Product Sales from Business Reports for the period. This is the closest native equivalent to GMV. To get true GMV, add back any cancellations that were already deducted.

Back

Growth

Sales Performance

GMV (Gross Merchandise Value)

Essential Amazon seller metric for growth

What is GMV (Gross Merchandise Value)?

GMV stands for Gross Merchandise Value. It is the total dollar amount of all merchandise sold through your Amazon store over a given period, measured before deductions for returns, refunds, Amazon fees, or discounts. GMV measures transaction volume, not profit.

Data Source

Business Reports / Settlement Reports

Update Frequency

Daily

Measurement Units

Currency

Available at: Account, Brand, ASIN

Formula

GMV = Sum of (Units Sold × Unit Selling Price) for all transactions in period

Worked Example

In Q1 you sold 10,000 units at an average price of $24. Your GMV is 10,000 × $24 = $240,000. After $36,000 in returns, $48,000 in Amazon fees, and $12,000 in promotional discounts, your net revenue is $144,000. The GMV is the same in both cases — it tracks volume, not what reaches your bank account.

GMV vs net revenue gap

Tier	Range / Signal
Good	Net revenue is 70-80% of GMV (low returns, lean fees, minimal discounting)
Average	Net revenue is 55-70% of GMV (typical for FBA sellers)
Watch out	Net revenue is under 50% of GMV (high return rate or aggressive promotional pricing)

Frequently Asked Questions

Related Metrics & Tools

Amazon Profit Calculator Amazon Sales Tracker

Where to Find GMV (Gross Merchandise Value)

GMV (Gross Merchandise Value) is measured in Currency and reported through Business Reports / Settlement Reports. Data is typically updated daily.

Note:

GMV measures top-line transaction volume, not profit. Subtract returns, fees, and refunds to get net revenue.

Need This Data?

See if Nova can deliver GMV (Gross Merchandise Value) for your business.