What is Amazon Vendor Central & What’s the benefit of Amazon Vendor Central?

Last Updated on July 23, 2022 by

Amazon is one of the largest online marketplaces and has over 9.5 million sellers worldwide, of which 1.9 million are vigorously selling on the marketplace. Now, understanding the clear distinction between the Amazon Seller Central and Amazon Vendor Central is required for all types of businesses and individuals who want to expand their markets and explore new opportunities and avenues.

Amazon has the widest customer and global reach and even handles the shipping for you. There are two ways you can sell on Amazon Seller Central and Amazon Vendor Central. Amazon has many user-friendly features both for buyers and sellers to sell their products on the website. The decision to approach Amazon is a very significant task for traders and buyers.

Nowadays, buyers prefer visiting Amazon directly to buy any products. Maybe a product is very good in quality, but marketing strategies and a high launch plan are extremely important for any product to make the product shine among the other products. With the right strategy, one can sell products online and Amazon Central gives the right platform.

Selling any products via Amazon comes with a multitude of Amazon fulfillment options, of which is deciding between Vendor Central or Seller Central.

The most significant difference between Amazon Vendor Central and Amazon Seller Central is the point of contact that helps to sell products. Vendor Central means Amazon buys products from us, then resells them to their customers. The Seller Central means we are selling our products directly to customers, by using the Amazon Marketplace.





What is Amazon Vendor Central?

Amazon Vendor Central is mostly used by direct manufacturers and distributors. When anyone sells through Vendor Central, that is considered the first-party seller. When anyone is acting as the supplier, that means selling the products directly to Amazon in a huge amount. The registration on Vendor Central is strictly by invitation only. Sometimes, sellers start with Seller Central and then generate demand for their products and buy their products in huge amounts through the Vendor Central program.

List of Amazon Vendor Central benefits:

  • Invite only
  • Sell to Amazon in bulk
  • Fixed logistical options
  • Traditional payment terms
  • Amazon controls retail pricing
  • Multiple advertising options
  • Traditional sales process
  • A+ content

Amazon Vendor Central Pros

  • Consumer confidence

Selling products through Vendor Central as a first-party seller ensures that customers get confidence by way of Amazon name recognition. That will help customers to feel assured and confident in placing an order on the Amazon platform, without ordering from any third-party site with less name recognition.

  • Expanded advertising opportunities

Amazon Marketing Services (AMS) provides companies with a powerful tool that contains multiple options for getting products in front of shoppers. It helps the vendors to drive demand through keyword-targeted ad campaigns that are designed for increasing traffic to specific product pages on Amazon. Both sellers and vendors have access to AMS, but Vendor Central provides more powerful options for running ad campaigns with AMS. Managing advertising campaigns and strategically typing keywords into any product page is crucial for success.

  •  Simplified business model

The process of working with Amazon is simpler through Vendor Central than through Seller Central. For a vendor, the main focus is on filling orders to Amazon, billing, and avoiding chargebacks. As a seller, especially when utilizing FBA, you are responsible for such things as sales reconciliation, lost inventory, tax liabilities, and many other costs. Having a primary buyer on Amazon is far simpler than servicing hundreds, if not thousands, of individual buyers an Amazon seller may encounter with Seller Central.

  • Enhanced content and marketing tools

If you are selling via Vendor Central, Amazon offers the option to participate in promotional programs like Subscribe & Save (Amazon based subscription service) and Amazon Vine, which sends your products to top reviewers before they actually appear on the Amazon storefront. With an increased emphasis on the value of consumer feedback as it relates to the quality of a product, user generated content can play an important role in boosting brand trust and generating more sales.


Amazon Vendor Central Cons

  • Price control

Amazon does not strictly adhere to the Minimum Advertised Pricing (MAP) guidelines from manufacturers. What this means is that Amazon can and will adjust their retail prices at any time based on their internal algorithms. This could wind up costing a seller additional revenue if it lowers their margins.


  • Logistical requirements

Amazon has very specific and rigid guidelines for filling their purchase orders. Vendors that have problems maintaining their stock or quickly fulfilling orders can experience significant chargebacks, which can eat into the Amazon seller’s profits.


  • Lack of sales channel diversification 

In many cases, Amazon is the largest single buyer for many brands/sellers. While this can be for business, it’s also very risky for sellers to be reliant on a single buyer. Experienced sellers want to have multiple sales channels, with the bulk of their buys coming from their own ecommerce storefront. In early 2019, Amazon abruptly stopped buying from a lot of sellers with no warning or explanation. This left a lot of sellers scrambling to make up for the lost sales revenue.

  • Loss of brand control

Branding can be a huge differentiator and an advantage for the sellers if they are leveraged and managed properly. But sometimes, Amazon sellers lose a lot of control of their brand messaging once they sell it to Amazon via the Vendor Central program. Sellers lose control of how their product is represented in the Amazon Marketplace, products are shipped in a brown Amazon box, and the seller’s ability to customize the buyer experience is limited.



So, these are some of the points that are important for Amazon A+ content. But that’s not all. There are so many ways that are needed to know. We will give you more information and tips in the future. So be with us. If you find this information useful, please comment, like, share and be with Ecomclips.

If you find any difficulties organizing your Amazon vendor central or need any help related to vendor central, please contact us. We will give you full support to solve your problem with our top-rated Amazon specialists.

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