Distribution refers to the act of marketing and carrying products to consumers. It is also used to describe the extent of market coverage for a given product. 
Along with product, price, and promotion, distribution – represented by place or placement – is one of the 4 P’s of the marketing mix. 
Distribution metrics are mainly used to assess availability in retail stores. 
- American Marketing Association, AMA Dictionary.
- Common Language in Marketing Project, 2021.