Amazon Vendor vs. Seller: which one should I choose for my business?

Amazon Seller Central is the interface that is used by merchants to sell their products directly to customers. This is different from a traditional Amazon Vendor account, which allows brands to sell products to Amazon and then Amazon sells those products to customers. An Amazon Seller Central account is considered a marketplace or third-party Amazon seller.

The Amazon seller is responsible for setting up and maintaining their seller account. There are no fees for simply creating an account; however, the merchant does need a credit card for verification. Additionally, there are fees associated with listing items for sale, selling them, and using other tools within Seller Central.

Amazon offers both individual and professional seller accounts. The individual seller accounts do not require monthly subscriptions; however, most businesses will opt for the professional seller accounts as it offers analytics & marketing tools to scale your amazon business. Professional Amazon Seller Accounts are priced at $39.99/month plus selling fees per item sold (usually ranging from $0.99-$2.99 depending on the category).

Amazon Seller Central (ASI) is a service that provides your business with several benefits:

You are able to sell directly to Amazon customers, rather than having to go through an intermediary.

You have access to a variety of tools to improve your sales, such as Amazon seller tools and seller central report, which can help you better manage your account.

You are able to control retail pricing so you are able to maintain established retail pricing for other channel partners.

You have control over all aspects of your brand including messaging and image.

As soon as your product is listed on ASI, it will start being displayed on the Amazon homepage, so you will see all sorts of marketing opportunities. You will also be able to send direct messages to buyers through Amazon, providing instant feedback about their purchases and encouraging them to leave positive reviews.

Know more amazon seller vs vendor central

Benefits of Amazon Seller Central

Sellers can have a few different ways to sell on Amazon, but for most sellers, the most efficient and profitable option is Sellers Central. This program is open to anyone, regardless of whether you’ve sold on Amazon before or not.

Sellers Central gives you full control of the account and provides many benefits.

For starters, Sellers Central is your own account where you can:

Control shipping rates, inventory levels and product listings;

Ensure that inventory is allocated correctly across all categories;

Manage customer reviews, ratings and comments; and

Set your own return policies. 

What is Amazon Vendor Central?

Amazon Vendor Central is most often used by direct manufacturers and distributors, while Amazon Seller Central is used by retailers. If you sell through Vendor Central you are considered a first-party seller, which means that Amazon is the seller of record on their website. You are acting as the supplier to amazon, selling your products directly to Amazon in bulk.

Registration on Vendor Central is strictly by invitation only, so if you’re just starting out, chances are that you’ll need to start with Seller Central. That said, many sellers start with Seller Central and generate demand for their products to entice Amazon to buy their product in bulk through the Vendor Central program.

If a company is selling through Vendor Central the phrase “ships from and sold by Amazon” appears on the order page.

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