Overview
Amazon Vendor Central brands sell wholesale to Amazon, who then resells to consumers. Until now, even though Vendor Central data flowed into Triple Whale, it wasn't incorporated into the MMM at all, meaning these brands couldn't see how their media spend was driving Amazon revenue in Compass.
That gap is now closed. MMM auto-detects Amazon Vendor Central as a sales platform and includes it in your model automatically. No manual setup required.
How It Works
The right signal for MMM is actual consumer demand, not Amazon's replenishment behavior. For Vendor Central brands, that means a choice between two very different revenue signals:
ordered_revenue reflects what Amazon's end customers actually purchased. Consumer demand is what media spend moves; this is the right input for the model.
Wholesale / shipped revenue (COGS) reflects Amazon buying inventory from your brand. Amazon does this based on its own algorithms and inventory levels, not your advertising. Using this as a modeling input would produce unreliable results.
By pulling in ordered_revenue, MMM treats Vendor Central the same way it treats Shopify or Seller Central: revenue that moves with consumer demand, influenced by advertising.
Where You'll See This
Vendor Central revenue flows automatically into MMM via sales platform auto-detection. It appears anywhere MMM outputs are shown, including:
The Modeled Revenue chart in Compass
Revenue KPI reporting
The Retail Halo Effect table (showing how your ad channels drive Amazon Vendor Central revenue versus other platforms)
If your shop has Amazon Vendor Central connected, no action is needed. Your Vendor Central data will be incorporated on the next model run.
What This Means for You
Vendor Central brands previously had no way to see how media spend related to their Amazon business in Compass. That's now fully visible. No more blind spot.
Vendor Central supports Revenue KPI selection and works with the Retail Halo Effect table; you're not getting a partial version of the feature. Same depth as other platforms.
Auto-detection handles inclusion. If Vendor Central is connected to Triple Whale, it's included. No setup required.
This update applies to all plan types that include Compass, including legacy plans. All plans supported.
Frequently Asked Questions
I'm a Vendor Central brand. Do I need to do anything?
No. If Amazon Vendor Central is connected to your Triple Whale account, the integration picks it up automatically on your next model run.
What's the difference between Vendor Central and Seller Central?
With Seller Central, you sell directly to consumers on Amazon's marketplace and control pricing. With Vendor Central, you sell wholesale to Amazon, who sets the consumer price and handles fulfillment. Triple Whale supports both; this update specifically brings Vendor Central into the MMM pipeline.
Why does the model use ordered_revenue and not what Amazon actually pays me?
MMM models the relationship between media spend and consumer demand.
ordered_revenue is what consumers purchased, the number that moves with advertising. Your wholesale revenue reflects Amazon's replenishment decisions, which aren't driven by your marketing activity.
Will I see Vendor Central data in the Retail Halo Effect table?
Yes. Amazon Vendor Central is a fully supported sales platform in the Halo Effect breakdown. You'll see it alongside Shopify DTC, Seller Central, TikTok Shop, and any other connected platform.
The revenue numbers in Compass look higher than my actual margin. Is that a bug?
It's expected. ordered_revenue reflects what Amazon's customers pay at Amazon's retail price, which is higher than your wholesale margin. Use the Compass numbers as a relative signal for how media spend drives consumer demand, not as a direct comparison to your P&L or Amazon payouts.