What are the basics of Vendor Central Retail Analytics?
Retail Analytics is Vendor Central's reporting suite. It shows sales, traffic, inventory, and forecasting for 1P (wholesale-to-Amazon) sellers. Compared to Seller Central, the data is aggregated and delivered on a lag. Most brands run 3P alongside 1P precisely because Seller Central data is faster and richer.
Jul 26, 2026 · 3 min read
What it shows
Weekly and monthly shipped units, shipped revenue, gross customer sales, and inventory health. Traffic and CVR at ASIN level. Forecast vs actual against your ARA POs.
What it lacks vs Seller Central
Real-time signal. Advertising joined at product level for 1P is possible but more manual. Return reasons and per-order economics are opaque compared to 3P.
Working out whether 1P pays
Retail Analytics tells you what shipped, not whether the purchase order was worth taking. To put a wholesale price next to what the same unit nets you on Seller Central, use the 1P vs 3P margin calculator. It reports the break-even wholesale discount and the extra volume 1P needs to match 3P on total profit.
Frequently asked questions
Is Retail Analytics free?
Basic is free. ARAP (Amazon Retail Analytics Premium) has a fee and adds forecasting and demand insights.
Can I combine Vendor and Seller data?
Yes, if you run both. Nova can pull SP-API for 3P alongside the vendor data feed.
Is Vendor being deprecated?
No, but Amazon has been shifting some categories toward 3P.
See this in Nova
Nova surfaces this metric per SKU so you can act before your next monthly close catches it.
Try Nova free for 14 daysRelated questions
What is the difference between Amazon Business Reports and Brand Analytics?
Business Reports show what happened on your listings: sessions, page views, buy box, unit-session percentage. Brand Analytics shows what shoppers did across the whole marketplace: which search terms drove clicks and purchases, which ASINs share cart with yours, and repeat purchase behavior.
What reporting do I get from Amazon DSP?
DSP reporting shows impressions, clicks, view-through and click-through conversions, and ROAS with a longer attribution window than Sponsored Ads. Custom reports are configurable. Most brands rely on the agency or Amazon Ads console; the raw data feed is not exposed the same way SP-API exposes 3P.