Operator glossary
Vendor Analytics
The free data suite for 1P vendors — sell-through, inventory health, traffic and conversion diagnostics that used to cost tens of thousands as ARA Premium, now bundled into Vendor Central.
Vendor Analytics (successor to Amazon Retail Analytics) gives vendors dashboarded truth: ordered/shipped revenue, sell-through and weeks-of-cover, geographic sales, traffic diagnostics with conversion, customer behavior cuts. The premium tier's five-figure subscription died in 2022; the current suite is included.
It is the 1P mirror of Brand Analytics, and hybrid sellers should read both — vendor demand signals (Amazon's ordering behavior) lag consumer signals, and catching Amazon's forecast misses early (their POs versus your sell-through math) is how vendors avoid both stockouts they get blamed for and CRaP flags from overstock.
The numbers
- Included free in Vendor Central since 2022 (replacing paid ARA Premium tiers).
- Covers: revenue, sell-through/weeks-of-cover, traffic + conversion diagnostics, geographic and behavior cuts.
Related terms