Amazon Vendor Analytics: the reports for 1P vendors in Vendor Central
In short: Amazon Vendor Analytics is not a product name but the collective term for the reporting layer Amazon provides to 1P vendors in Vendor Central. It brings together sales, inventory and traffic; via the Selling Partner API, Rapid Retail Analytics delivers hourly values per ASIN. Brand Analytics and AMC are separate tools.
What Amazon Vendor Analytics is
Amazon Vendor Analytics is not a product name of its own but the collective term for the reporting layer Amazon provides to 1P vendors in Vendor Central. It answers the question of what Amazon reports to your account in terms of sales, inventory and traffic, and how quickly those figures become available.
Access is tied to the vendor account. Vendor Central shows reports in the account; for automated analysis Amazon offers vendor reports through the Selling Partner API. Metrics and update times can differ: Amazon explicitly notes that real-time glance views do not match the Vendor Central dashboard values.
The eight vendor reports of the Selling Partner API
The list of vendor reports is the part most vendor guides leave out. Amazon documents exactly eight reports for Vendor Central, each with its own reportType value, a role and an availability. If you know these values you can map the Vendor Central interface correctly; if you do not, you end up looking for tiles that do not exist.
All eight reports run through the Selling Partner API under the Brand Analytics role and are available to vendors. They are requested only, never scheduled: each report is a request with a time range, and Amazon then generates it asynchronously.
The request itself is strict: reportPeriod, distributorView and sellingProgram are required values. reportPeriod allows DAY, WEEK, MONTH, QUARTER and YEAR, sellingProgram allows RETAIL, BUSINESS and FRESH. With reportPeriod=WEEK, dataStartTime must fall on a Sunday and dataEndTime on the Saturday of that week.
| reportType | What the report delivers |
|---|---|
GET_VENDOR_SALES_REPORT | Sales: ordered and shipped revenue and units, per ASIN and via distributorView; periods DAY to YEAR |
GET_VENDOR_TRAFFIC_REPORT | Traffic: detail page views (glance views) across the catalog, per ASIN; periods DAY to YEAR |
GET_VENDOR_INVENTORY_REPORT | Inventory and operations: sellable on hand units, vendor confirmation rate, net receipts, open purchase orders |
GET_VENDOR_NET_PURE_PRODUCT_MARGIN_REPORT | Amazon's net pure product margin for your items, per ASIN and period |
GET_VENDOR_FORECASTING_REPORT | Demand forecast: mean, P70, P80 and P90 per ASIN for the most recent forecast week |
GET_VENDOR_REAL_TIME_SALES_REPORT | Hourly sales: orderedUnits, orderedRevenue per ASIN and hour |
GET_VENDOR_REAL_TIME_TRAFFIC_REPORT | Hourly traffic: glanceViews per ASIN and hour |
GET_VENDOR_REAL_TIME_INVENTORY_REPORT | Hourly inventory: highlyAvailableInventory per ASIN and hour |
Amazon calls the three real-time reports Rapid Retail Analytics. They are the fastest route Amazon documents for vendor data, and the reason why vendor analysis can be intraday at all today.
distributorView: whose ASINs are counted
Amazon's vendor reports require a distributorView for sales and inventory. It decides which ASINs appear in your result and is the most common silent source of error: a SOURCING request only shows the items Amazon bought directly from you, while MANUFACTURING shows every item you manufacture, no matter who supplied them to Amazon.
Amazon gives two readings for it. MANUFACTURING provides the ASINs of items manufactured by you, regardless of who sourced the products to Amazon. SOURCING provides the ASINs of items sourced directly from your vendor group. For sell-through of your brand MANUFACTURING is the default choice, for handling purchase orders SOURCING.
The same report therefore carries two number series: your demand (how much the end customer bought) and your supply (how much Amazon drew from you). That is also why Vendor Central delivers numbers in two views, and why people pick the wrong one first.
Lookback, SLA and time zone: what you can really query
Three constraints decide whether an analysis works: how far back you may go, how long Amazon needs, and which time zone the hours sit in. Amazon documents all three, and none of them appears in the agencies' vendor guides.
The lookback differs by period: DAY reaches back 1,460 days (four years), WEEK seven weeks, MONTH 36 months, QUARTER eight quarters and YEAR three years. The maximum span per request is 15 days for DAY, seven weeks for WEEK, 15 months for MONTH, four quarters for QUARTER and two years for YEAR.
Data availability has an SLA: for weekly periods ending on Saturday, Amazon names Monday evening as the deadline, 48 hours after the period closes. For other daily periods it is 72 hours. The Vendor Inventory Report is refreshed 72 hours after the period closes. A Vendor Sales Report requested before its period is available receives processingStatus FATAL.
The time zone for every Vendor Retail Analytics report is Pacific Standard Time, regardless of the location of the vendor or the Amazon store. An hour in Amazon is therefore not an hour in Berlin: your end-of-day routine has to calculate against PST, otherwise the hourly values shift by the offset.
Rapid Retail Analytics: hourly figures instead of day-end
Rapid Retail Analytics is the part of vendor reporting that delivers sales, traffic and inventory metrics in near real-time. Amazon describes it as monitoring hourly changes in traffic, sales and inventory, so that you can steer advertising budget towards the hours with the strongest sales performance and align inventory allocation.
The figures are broken out by hour of day and are available per ASIN. Amazon names three metric families: sales by ordered units and ordered revenue, traffic reports by detail page views (glance views) and inventory by the count of available units.
The delay differs per report and is documented exactly: sales and inventory can be requested five minutes after the close of the hour, for example 8:00 to 9:00 at 9:05. For traffic Amazon names 65 to 115 minutes after the close of the hour, in the example 8:00 to 9:00 only at 10:05. The lookback window of these three reports is 30 days; the maximum date span is 14 days for sales and traffic and 7 days for inventory.
For the conversion Amazon gives the formula itself: conversion = ordered units / glance views. The traffic report only contains ASINs where your offer was the featured offer. And one pitfall remains: the glance views in the hourly traffic report are not the same as those in the Vendor Central dashboard, because both count differently due to their different time requirements. For concluded days the dashboard is the more accurate one.
According to Amazon the technical requirement is access to the Selling Partner API and a developer, because rapid retail analytics is consumed through the API for reports and notifications. Amazon explicitly points out that the data arrives with a delay: for decisions that fall before the end of the day that is a property, not a fault.
The line: Brand Analytics, AMC and Seller Central
| Tool | What for | Access |
|---|---|---|
| Vendor Central reporting (vendor analytics) | Sales, inventory and traffic of your own 1P account; hourly figures via rapid retail analytics | Vendor Central access; API access for automated processing |
| Brand Analytics | Search behaviour and customer behaviour of the brand: customer journey, customer loyalty, search analytics, consumer behaviour | Professional selling account and brand representative for a brand enrolled in Brand Registry |
| Amazon Marketing Cloud (AMC) | Your own SQL analysis over pseudonymised signals, for example ad and purchase events, plus custom audiences | AMC onboarding; in AMC an instance is linked to exactly one selling account |
| Seller Central reporting | The counterpart for 3P sellers; there seller proceeds and fees matter instead of wholesale | Selling account |
Vendor Central reporting and Brand Analytics cannot be calculated against each other: Brand Analytics looks at the search and customer behaviour of the brand, vendor reporting at what Amazon reports to your wholesale account in sales and inventory. For search terms and repeat purchases Brand Analytics is the right source, for shipped sales and margin it is vendor reporting.
One special case deserves attention because it makes the distinction visible in the interface: according to Amazon the Market Basket Analysis Report is available to sellers and vendors, while the Search Query Performance and Search Catalog Performance reports are for sellers with a Brand Registry entry. So Vendor Central does not offer the same search reports as a Seller Central.
What it costs and who benefits
The vendor reporting itself is free for the vendor: it belongs to the access Amazon provides for the vendor account. Costs do not arise from the reports but from the adjacent tools. Amazon Marketing Cloud is a separate offering with its own onboarding, and paid features such as Amazon Retail Purchases were queryable without a monthly price until December 31, 2026, according to our documentation.
Whether it pays off depends on how you operate: if you have to decide hourly whether an ASIN needs replenishment or whether an advertising budget belongs in the strongest hour, you need the rapid retail analytics figures. If you only need monthly sales numbers for planning, the daily reports are enough. That is our assessment, not an Amazon rule.
What we do not claim
The names of the tabs and reports in Vendor Central change, and for this page we did not find a state we could cite for a list of dashboard titles. We therefore name the metrics and the reportType values Amazon itself documents, and no interface names we cannot substantiate.
Whether a given value is available in your account also depends on marketplace, brand status and contract. We do not claim that every vendor account sees every metric. Check availability for your marketplace in Vendor Central.
The figures on this page are report documentation, not measurements from your account: for Amazon Vendor Analytics itself we have no usage or revenue measurement of our own. We do not publish numbers we have neither measured nor taken from a primary source.
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Frequently asked questions
What does Amazon Vendor Analytics cost?
Amazon does not list a separate subscription price in the vendor report documentation. API access requires an eligible vendor account and an approved Selling Partner API application. Check your own account and contract terms; Amazon Marketing Cloud is a separate product.
Who is Amazon Vendor Analytics worth it for?
For 1P vendors who have to make decisions between two time zones. If you decide hourly whether an ASIN needs replenishment or whether an advertising budget belongs in the strongest hour, you need the rapid retail analytics figures. If you need monthly sales numbers for planning, the daily reports are enough. For 3P sellers this is the wrong tool: the counterpart is Seller Central reporting, and the purchase price belongs to Amazon, not to you.
Why are the vendor figures not comparable with Seller Central?
Because they measure different business models. In 1P Amazon buys your goods; vendor reports include ordered and shipped units, revenue and inventory metrics. In 3P you sell through Seller Central and use seller reports. The figures are not directly comparable without aligning definitions, periods and marketplaces.
How fast are vendor data available?
That depends on the report. Sales and inventory from Rapid Retail Analytics can be requested five minutes after the close of the hour, traffic after 65 to 115 minutes. The lookback windows differ in length: DAY reaches back 1,460 days, MONTH 36 months, YEAR three years. For periods that do not end on a Saturday Amazon names 72 hours as the SLA, for weekly periods 48 hours. And the hours sit in Pacific Standard Time, not in your local time.