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Amazon Seller vs Amazon Vendor – The Key Differences

The main difference between Seller Central and Vendor Central is who will be selling your products. Opting for using Seller Central means that you will sell directly to Amazons customers, whereas with Vendor Central, you will sell your products to Amazon – for them to distribute.

Seller Central

Brands and retailers’ market and sell their goods directly to Amazon customers via the platform, Seller Central. You are regarded as a marketplace or third-party vendor if you have a Seller Central account.

You have two choices as a marketplace vendor for completing the orders that Amazon customers place with you. You have two options:

1. either you oversee shipping, customer service, and returns yourself.

2. or you sign up your products to Amazon’s Fulfilled by Amazon (FBA) programme, which will perform the tasks on your behalf.

Vendor Central

Manufacturers and distributors use Vendor Central and are referred to as first-party sellers. Selling in bulk to Amazon, who subsequently resells your goods to customers, puts you in the role of a supplier.

Vendor registration is by invite only.

‘Ships from and sold through’ on a products description page is a blatant indicator that a business is selling through Vendor Central.



  • Available to anyone

  • Direct control over listings

  • Authority over listings that contain brand name

  • Brand registry

  • Richer Analytics

  • Control over what products you wish to sell

  • Price control

  • Fast payment (every 2 weeks)

  • Lots of learning resources


  • Limited Listing Details

  • Fulfilment Expenses

  • No Access to Vendor Specific Programmes

  • Limited Marketing Options

  • Only Simple PPC Ads



  • Establish Consumer Trust

  • Vendor Specific Programs:

Amazon Vine:

o Enhanced A+ Content

o Subscribe & Save (+ Prime Pantry)

o Amazon Marketing Services

o Richer Advertising Options

o Vendor Premium Services

  • Amazon Manages All Returns and Customer Inquiries

  • Wholesale Profit Margins


  • Invite Only

  • Limited Analytics & Reporting Available

  • Slow Turnaround on Listing Changes / Updates

  • Less Control Over What Products and Inventory Is Sold

  • Amazon Sets Prices, Limiting Pricing Control

  • Non-compliance Fees and Strict Policies

  • Slow Payments Terms

  • Limited Learning Resources

Whether Seller Central or Vendor Central is best for your brand depends on a wide range of variables. In a (very tiny) nutshell, Seller Central gives companies more autonomy while also requiring a greater logistical outlay for alternatives for delivery and sales. Vendor Central facilitates sales and shipping and gives access to broader Amazon advertising and marketing benefits, however once manufacturers sell their products to Amazon, they lose control over their products' prices and availability.


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