GMV

Gross Merchandising Value (GMV) is a foundational e-commerce metric that represents the aggregate dollar value of all transactions processed through a marketplace over a defined period. On Amazon, it includes sales from:

• 1P (Vendor Central) - where Amazon buys and resells the goods
• 3P (Seller Central) - where third-party sellers list and fulfill their own products
• Across all fulfillment models - FBA, FBM, and SFP

GMV is calculated before subtracting:

• Shipping charges
• Refunds and returns
• Advertising spend
• Amazon seller or referral fees

Why GMV matters:

• It shows the gross scale of business activity on the platform
• Used by Amazon and sellers to track growth, product performance, and category trends
• Often appears in investor reporting, quarterly reviews, and strategic planning

💡 Example: A third-party seller generates $500,000 in total product sales in Q1 - that’s their GMV, even if they refunded $20,000 and paid $50,000 in fees.

In short:
GMV is the total merchandise value sold on Amazon before deductions - a top-line metric used to measure overall sales volume and business performance.