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Amazon Vendor Central Guide 2023

27 July, 2023

Vendor Guide

Last updated on 21 August, 2023

Written by Content Team

Amazon Vendor Guide 2023: Everything You Need to Know to Sell to Amazon

Learn how Amazon Vendor Central works and get insights from our comprehensive Amazon Vendor Guide 2023. Discover functionality, order fulfillment, marketing options, and more.


In the rapidly growing realm of online commerce, Amazon Vendor Central has become a formidable platform for third-party merchants aiming to exhibit and sell their goods. This cloud-centered inventory management system brings forth a myriad of advantages, encompassing streamlined operations, diminished administrative expenses, and the opportunity to tap into Amazon's extensive customer network. By understanding how Amazon Vendor Central works and its key features, sellers can make informed decisions by leveraging this platform effectively.

In this Amazon Vendor Guide we will explore the fundamental aspects of Amazon Vendor Central, including its functionality, the process of becoming a vendor, order fulfillment, payment and financials, marketing options, performance monitoring, and support services. Additionally, we will compare Amazon Vendor Central to Seller Central to help sellers determine the most suitable selling option for their business.

By the end of this amazon vendor central shipping guide, you will have a comprehensive understanding of Amazon Vendor Central and be equipped to make strategic decisions to drive your business forward.

What is Amazon Vendor Central?

Amazon Vendor Central is a modern cloud-based inventory management system that allows third-party retailers to display and sell their products on Amazon's platform with ease. Unlike other selling options, vendors using Vendor Central do not handle the physical storage and shipping of their products. Instead, Amazon takes on the responsibility of storing and shipping the inventory.

Vendors can benefit from lower administrative expenses, faster inventory management, and a simplified sales process by leveraging Amazon's infrastructure. To become a vendor, sellers must first obtain an invitation from Amazon and then sign a Vendor Contract outlining important details such as tax status, payment terms, return policy, and product liability.

How Does Amazon Vendor Central Work?

Amazon Vendor Central functions as a platform for businesses to directly sell their products to Amazon as suppliers. Differentiating itself from Seller Central, which operates as Amazon's third-party marketplace, Vendor Central is an exclusive program where Amazon acts as the retailer.

Here's an overview of how Vendor Central operates:

Invitation and Setup

1. Businesses receive an invitation from Amazon to join Vendor Central, typically extended to manufacturers, distributors, or brand owners.

2. Upon acceptance, sellers establish their Vendor Central account, providing login information and agreeing to Amazon's terms and conditions.

Product Listing and Wholesale Pricing

1. Sellers submit their product listings and wholesale prices to Amazon.

2. These listings encompass product descriptions, images, and attributes to effectively showcase the products.

Purchase Orders

1. Amazon generates purchase orders based on the products listed by sellers on Vendor Central.

2. Amazon's purchasing orders encompass a wide range of product quantities, spanning from small units to larger quantities. These orders outline the specific number of products that Amazon intends to procure, accommodating various business needs and demands.

Order Fulfillment

1. Sellers fulfill purchase orders by shipping the specified quantity of products to Amazon's fulfillment centers.

2. Amazon manages warehousing, order processing, and shipping to end customers on the seller's behalf.

Payment and Financials

1. Amazon pays sellers according to the agreed wholesale prices.

2. Payments are typically made on a regular schedule, providing predictable revenue streams.

Marketing and Promotion

1. Amazon offers various marketing and advertising opportunities within Vendor Central.

2. Sellers can utilize these tools to enhance product visibility, drive sales, and increase brand exposure.

Performance Monitoring and Analytics

1. Sellers can access reports and analytics within Vendor Central to monitor sales performance, track inventory levels, and gain insights into customer behavior.

2. This data aids sellers in making informed business decisions and optimizing their strategies.

Support and Account Management

1. Amazon provides support and account management services to help sellers navigate Vendor Central efficiently.

2. Account managers assist with operational inquiries, performance improvement, and guidance on maximizing sales potential.

By participating in Amazon Vendor Central, sellers can leverage Amazon's vast customer base, logistics infrastructure, and marketing capabilities. This allows businesses to focus on product development while Amazon handles the selling process. However, it's crucial for sellers to consider the unique challenges and considerations associated with Vendor Central, aligning them with their business goals and strategies.

Amazon Vendor Central vs. Seller Central

When it comes to selling on Amazon, it's essential to understand the differences between Amazon Vendor Central and Seller Central. Here's a breakdown of the key distinctions:

Basis Amazon Vendor Central Amazon Seller Central
Target Customer Selling to Amazon Selling directly to customers
Access Invitation-only Open to anyone
Marketing Options More extensive options (enhanced brand content, promotional programs) Limited options (basic listing optimization, advertising features)
Price Control Amazon controls product pricing Seller controls product pricing
Logistical Options Limited control (Amazon manages shipping, handling, and customer service) More flexibility (sellers can choose shipping methods, handle customer service, and control inventory)
Payment Terms Payment Terms Usually receives purchase orders and invoices Direct payment from customers or Amazon
Returns Handling Amazon handles returns and customer refunds Seller handles returns and customer refunds
Vendor Support Dedicated vendor support and account management Limited seller support (self-service options)
Product Listing Vendor Central manages product listings Seller manages product listings


In conclusion, Amazon Vendor Central offers third-party retailers a powerful platform to showcase and sell their products on Amazon. By understanding how Vendor Central works and its key features, sellers can make informed decisions to optimize their sales process, reduce administrative costs, and tap into Amazon's extensive customer base. Whether it's accessing marketing options, streamlining order fulfillment, or leveraging support services, Amazon Vendor Central provides valuable opportunities for businesses to thrive in the competitive e-commerce landscape.

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Q. Can anyone join Amazon Vendor Central?

A. No, Amazon Vendor Central operates on an invitation-only basis. Typically, manufacturers, distributors, or brand owners receive invitations to join the program.

Q. What is the main difference between Amazon Vendor Central and Seller Central?

A. Amazon Vendor Central involves selling products directly to Amazon, while Seller Central allows sellers to list and sell products directly to customers on Amazon's marketplace.

Q. How does order fulfillment work on Amazon Vendor Central?

A. Sellers fulfill purchase orders by shipping products to Amazon's fulfillment centers. Amazon handles warehousing, order processing, and shipping to end customers on behalf of the seller.

Q. Can sellers control product pricing on Amazon Vendor Central?

A. No, Amazon controls the pricing of products for sellers on Vendor Central. In contrast, sellers have more flexibility to set their product prices on Amazon Seller Central.

Q. What support services are available for sellers on Amazon Vendor Central?

A. Amazon provides dedicated vendor support and account management services to assist sellers with operational inquiries, performance improvement, and guidance on maximizing sales potential.

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