Amazon Seller Central vs Amazon Vendor Central

Amazon Seller Central vs Amazon Vendor Central

27 July, 2023

Seller Central

Last updated on 31 October, 2023

Written by Content Team

An Unconventional Guide on amazon vendor central vs seller central

This guide on Amazon vendor central vs seller central will detail you about Amazon vendor vs seller central correctly.


Are you still acting as a third-party seller to earn money through Amazon? Do you know you can sell your products directly through Amazon? If you need to know, you are in the right place!

Selling a product through Amazon is easy, but you must deeply understand various elements like Amazon Seller Central and Amazon Vendor Central. Most sellers think both are the same functionally, but several differences exist. Understanding the difference is crucial to be profitable using the e-commerce platform Amazon.

This article will discuss everything about Amazon Vendor Central vs Seller Central. Everything will be discussed in detail, from the definitions to how much you can gain from each source!

What is Amazon Seller Central?

The interface retailers use to advertise and sell their products directly to customers within the Amazon marketplace is Amazon Seller Central. A marketplace or third-party Amazon seller (3P) is referred to as having an Amazon Seller Central account. The creation and ongoing management of the seller account on Amazon is the seller's responsibility. Both individual and business seller accounts are available on Amazon. If you want to know everything about Amazon Vendor Central vs Seller Central, the concept of each should be clear. To know more about Amazon Seller Central, let us discuss its profits!

Profits of Amazon Seller Central

Following are the profits of Amazon seller central:

Valuable Consumer Insights

If you want to know about Amazon Vendor Central vs Seller Central, you must know the profits you can earn with Amazon Seller Central. Amazon Seller Central provides free access to essential customer information to sellers. This data gives information about the demographics of the client base, market trends, and consumer behavior. Making informed decisions and optimizing company tactics like fulfillment and shipping are also possible.

Price Control

Prices can be freely set and maintained by sellers across various retail platforms. This adaptability promotes uniform pricing and prompt adjustments to meet rivals, maintaining market competition.

Messaging Authority

Control over product listings and content is available with Seller Central. Sellers can avoid unauthorized listings and out-of-date versions of a product. They can control their brand presence and safeguard their image by signing up for Amazon's brand registry program.

Inventory Management

Controlling the working of inventory is very crucial for a business. It is more critical for all small businesses. With the help of seller centers, the sellers can adapt to new market trends. Also, they can satisfy their customer's needs and effectively manage relationships with vendors.

Losses of Amazon Seller Central

Following are some losses of Amazon seller central:

Fulfillment Costs

If you want to know every detail about Amazon vendor vs seller central, you must also know the cons of amazon seller central. Fulfillment and shipping costs can limit the selling of lower-priced items. The minimum charge for non-media FBA items under one pound is $2.41. Additional commissions increase costs based on product size and weight.

Sales and Marketing

Sellers are responsible for their own sales and marketing efforts. Resource and knowledge limitations may hinder effective marketing strategies. Constant store management, product description updates, and consumer behavior adaptation are essential.

Referral Fees

All Seller Central products incur referral fees paid to Amazon. Referral fees are a percentage of the product's sales price (excluding taxes). Fees range from 5% to 20% based on the product category. Higher fees (up to 30% to 45%) may apply to Amazon-related products or services. Substantial fees in specific categories can impact merchant profits.

What is Amazon Vendor Central?

Amazon Vendor Central is a platform for manufacturers and distributors. It allows for first-party selling, where sellers act as suppliers and sell their products directly to Amazon in bulk. Registration on Vendor Central is by invitation only. Sellers often start with Seller Central and then transition to Vendor Central to benefit from bulk purchases. If a company sells through Vendor Central, the order page displays "ships from and sold by Amazon." A strategic partnership with Amazon is necessary for Vendor Central.

Profits of Amazon Vendor Central

Following are the profits of Amazon vendor central:

Building Customer Trust

To know about Amazon vendor vs seller central, you must know the profits you can earn with Amazon Vendor Central. The platform's solid reputation ensures Customer confidence while selling through Amazon Vendor Central. Customers are more confident in your products since they trust and prefer to shop from the respected Amazon platform.

Expanding Advertising Reach

Amazon Marketing Services (AMS) offers potent tools to reach more customers. You may create keyword-targeted ad campaigns using Vendor Central to increase demand for particular products and traffic to product pages while maximizing your advertising chances.

Streamlined Business Operations

Comparing Vendor Central to Seller Central, the second one simplifies working with Amazon. Vendors reduce the complexity brought on by various individual customers on Seller Central by concentrating mainly on order fulfillment, billing, and preventing chargebacks.

Leveraging Enhanced Content and Marketing

Participation in marketing campaigns like Amazon Vine and Subscribe & Save is available through Vendor Central. You can employ user-generated content to increase sales by delivering products to influential reviewers before displaying them on the site.

Losses of Amazon Vendor Central

Following are some losses of Amazon vendor central:

Lack of Price Control

If you want to know every detail about Amazon vendor central vs. seller central, knowing the cons of Amazon vendor central is essential. Amazon's dynamic pricing may lower seller margins unexpectedly. Non-compliance with Minimum Advertised Pricing (MAP) guidelines needs to be followed.

Stringent Logistical Requirements

Specific guidelines for order fulfillment and inventory management are necessary but are challenging to maintain. Followed by failure leads to chargebacks, impacting seller profits significantly.

Limited Sales Channel Diversity

It promotes heavy reliance on Amazon as the primary buyer poses risks. Sellers should establish multiple sales channels to mitigate dependence.

Brand Control Constraints

Sellers lose control over branding and product representation on Amazon through Amazon vendor central. Also, standardized packaging in Amazon boxes limits customization. These also provide limited scope to shape the buyer experience and brand messaging.


It's essential to consider your unique business demands and objectives when comparing Amazon Vendor Central vs Seller Central. For more help, do contact the experts at GoNukkad.

Q. Amazon Vendor Central and Seller Central: What's the difference?

A. Vendor Central offers Bulk sales to Amazon. On the other hand, Seller Central offers indirect sales on Amazon's marketplace.

Q. Can you switch between amazon seller central vs vendor central?

A. Yes, you can by using the invitation-only process. But it is not guaranteed.

Q. Who controls pricing in amazon vendor central vs. amazon seller central?

1. Seller Central: You set prices.

2. Vendor Central: Limited pricing control.

Q. How does fulfillment work?

A. In the case of Seller Central, DIY or FBA is used. In the case of Vendor Central, Amazon handles fulfillment.

Q. What are the fees included?

A. The following fees are included in both amazon seller central vs vendor central:

1. Vendor Central: Chargebacks, marketing funds.

2. Seller Central: Referral fees, FBA costs.

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