This paper explains the role of distribution in the supply chain. Distribution channels, their structure, types and participants involved in channel design are also explained. It is important for the company to understand how designing and organizing a distribution channel can create a competitive advantage, so choosing the right distribution channel is a long-term decision for the company on which other marketing decisions depend. The choice of distribution channels implies the decision of the manufacturer on the number, type and character of participants in the distribution channel of the production range. In doing so, it is important to pre-define the jobs and tasks that will be performed by individual intermediaries in the distribution marketing channel. The focus of this paper is on multicriteria analysis methods. Multi-criteria analysis can be defined as a decision-making model, which ranks variants of a solution or determines the rating of variants against a number of criteria. Some of the methods mentioned are ELECTRE, PROMETHEE, TOPSIS, VICTOR and AHP. In this paper, the selection or ranking of distribution channels is shown on the example of Kandit d.o.o. The analysis is based on the analytical hierarchical process (AHP), which is based on defining criteria and alternatives. The analysis was performed in the Expert Choice program, which allows to create a hierarchical model of the problem of decision making in several ways and to compare pairs in several ways. In this paper, when selecting distribution channels, the aim was not to determine only one best distribution channel, but to use the AHP method to evaluate existing distribution channels for ranking. After ranking existing distribution channels, a new distribution channel was proposed, which was then ranked according to existing ones.