ARA - Amazon Glossary

Amazon Retail Analytics (ARA) is the core analytics suite for vendors (1P sellers) inside Vendor Central, designed to help brands track and analyze their business performance on Amazon.

ARA Basic (the standard free version) gives vendors access to:

• Sales reports (ordered/shipped units & revenue)
• Inventory levels and aging
• Traffic metrics (glance views, conversion rates)
• Forecast reports
• Returns and refund data
• Operational metrics (fill rate, lead times, on-time performance)

ARA helps vendors:

• Understand what’s selling and what’s not
• Track retail demand and Amazon’s purchase behavior
• Monitor supply chain performance
• Optimize replenishment and avoid out-of-stocks
• Make data-driven decisions for promotions and JBPs

There’s also a paid upgrade called ARA Premium, which offers:

• Deeper customer behavior insights
• Demographic data
• Geographic heat maps
• Sales by ASIN, category, or fulfillment type
• Competitive benchmarking and more granular filtering

In short:

ARA (Amazon Retail Analytics) is your Vendor Central control tower - showing how well your products perform and helping you improve sales, operations, and strategy.