Overview
Amazon Vendor Central is for brands that sell products wholesale to Amazon. Amazon purchases inventory from you, then resells it directly to customers. This differs from Seller Central, where you sell directly to customers through Amazon's marketplace.
Connecting Vendor Central lets you track how your products perform once Amazon takes ownership, including consumer demand, shipment rates, and returns.
Use this integration to:
Monitor ordered and shipped revenue from Amazon's retail sales
Track fill rates to identify fulfillment gaps
Understand return rates and customer behavior
Analyze ASIN-level performance in the Amazon Command Center
Include 1P revenue in your marketing mix models with Compass
Before You Begin
Make sure you can sign in to the Amazon Vendor Central account you want to connect and authorize access to its data.
Amazon Vendor Central is available in three regional integrations. Select the one that matches your account:
Amazon Vendor NA (North America)
Amazon Vendor EU (Europe)
Amazon Vendor FE (Far East)
Connect Amazon Vendor Central
In Triple Whale, open Data > Integrations.
Search for Amazon Vendor.
Find the integration for your region (NA, EU, or FE), then click Connect.
Sign in to the Amazon Vendor Central account you want to connect.
Complete Amazon's authorization prompts.
When you return to Triple Whale, select the Vendor Central accounts you want to connect.
Click Connect.
Open the connection details to check the account's status. If the account shows Backfill, Triple Whale is importing historical data.
If you do not see the Amazon Vendor integration, contact Triple Whale Support to check availability for your account.
View Vendor Central Data on Summary
After connecting, your Amazon Vendor Central metrics appear in the Amazon Vendor Central section on the Summary dashboard.
Available Metrics
Revenue Metrics
Metric | Definition |
Ordered Revenue | Amazon-reported revenue from products ordered by customers. Represents consumer demand, not wholesale payments to the vendor. |
Shipped Revenue | Amazon-reported revenue from products shipped to customers. |
Ordered Units | Units ordered by Amazon customers during the selected period. |
Shipped Units | Units shipped during the selected period. |
Returns Metrics
Metric | Definition |
Customer Returns | Customer-returned units reported during the selected period. |
Return Rate | Returned units divided by shipped units in the same period. Returns may relate to earlier purchases; this is not a matched shipment-cohort return rate. |
Pricing Metrics
Metric | Definition |
ASP | Average Selling Price. Average retail revenue per shipped unit, calculated from aggregate totals rather than an average of ASIN-level prices. Formula: Shipped Revenue / Shipped Units |
Fill Rate Metrics
Metric | Definition |
Shipped / Ordered Revenue | Compares same-period shipped and ordered revenue. Not a PO fill rate. Formula: Shipped Revenue / Ordered Revenue |
Shipped / Ordered Units | Compares same-period shipped and ordered units. Timing differences can produce values above 100%. Not a PO fill rate or inventory-availability measure. Formula: Shipped Units / Ordered Units
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Analyze ASIN Performance in Amazon Command Center
For deeper analysis, use the Amazon Command Center, which unifies Amazon Ads, Amazon Seller Central, and Amazon Vendor Central in one workspace.
Access Amazon Command Center
Open Moby > Get Inspired.
Select Amazon Command Center.
Add it to your workspace.
Vendor Central Tab
The Vendor Central tab displays your 1P metrics with ASIN-level detail:
Summary metrics: Ordered Revenue, Shipped Revenue, Fill Rate, Gross Margin, Net Rev. After Returns, and Return Rate
Ordered vs. Shipped Revenue chart: Visualize trends over time with daily or weekly views
ASIN-Level Performance table: View units ordered, units shipped, shipped revenue, COGS, margin %, returns, return rate, and 30-day trend for each ASIN
Tag ASINs for Strategic Tracking
Use the Tag column to categorize ASINs by business priority:
Tag | Use For |
Hero SKU | Core products that drive your business |
New Launch | Recently launched products to monitor closely |
Watch | Products requiring attention |
Liquidate | Products you're phasing out |
Filter the table by tag to focus on specific product groups. Tags are stored per-shop.
Go Deeper with Compass
If you have access to Compass, Amazon Vendor Central revenue is automatically included in your marketing mix model on the next run. Use Compass to understand how your media spend impacts consumer demand for your 1P products.
For a detailed explanation of how Vendor Central data is used in MMM, see Amazon Vendor Central in MMM.