Skip to content Vendor Central vs Seller Central

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Amazon Vendor Central

SELLING: First party (1P), sell products to Amazon. Amazon is the retailer, the brand is the wholesale supplier.

ACCESS: By invitation only from Amazon.

PRODUCT PRICING: Amazon controls the product prices.

MARKETING: Access to Amazon marketing services and A+ content. A+ content was formerly called Enhanced Brand Content (EBC). Originally, it was only available on Vendor Central.

PROCESS: Amazon sends a purchase order to the vendor listing what they want to buy. The requested inventory is sent to Amazon. Amazon is responsible for selling the product to consumers. The vendor is paid according to their payment terms, typically NET 60.

CUSTOMER COMMUNICATIONS: Amazon handles messaging and returns.

ANALYTICS: Basic analytics, advanced analytics available at a premium.

FEES: $39.99 flat rate per month for unlimited sales. Wholesale prices are negotiated between the merchant and amazon. Amazon has a reputation for aggressively negotiating prices once the vendor has onboarded and gained traction with sales.

Amazon Seller Central

SELLING: Third party (3P), sell products direct to customers via the Amazon marketplace. The brand is the retailer who sells directly to Amazon shoppers.

ACCESS: Open to any seller.

PRODUCT PRICING: The seller controls product pricing.

MARKETING: Access to A+ content, formerly known as Enhanced Brand Content.

LOGISTICS: Seller fulfills orders or uses the Fulfillment by Amazon (FBA) service.

CUSTOMER COMMUNICATIONS: The seller handles messaging and returns.

ANALYTICS: Robust analytics are available to improve sales and marketing efforts.

FEES: Amazon seller fees, per item and per sale.