Attention Amazon sellers and aspiring entrepreneurs! You already know that Amazon reigns supreme in the ecommerce world, so I won’t waste your time highlighting the obvious benefits of selling on the platform — no need for a Captain Obvious moment here. Instead, let’s dive into the two primary platforms: Amazon Seller Central and Amazon Vendor Central.
While both offer businesses access to one of the largest online marketplaces, they operate quite differently. Your choice between the two will depend on your business model, desired level of control, and how you want to engage with Amazon as a retailer.
In this post, we’ll break down what each platform is, how they work, and the key differences to help you determine which is the best fit for your business.
Amazon Seller Central is the platform for third-party sellers to list and sell their products directly to consumers on Amazon. When using Seller Central, you operate as a third-party seller, meaning you maintain control over your pricing, product listings, and inventory. Sellers on this platform typically choose between two fulfillment methods:
Key Features of Seller Central
Amazon Vendor Central is the platform for businesses that operate as first-party vendors. In this model, you sell your products directly to Amazon, and Amazon becomes the retailer. Essentially, Amazon buys your products wholesale, then resells them to consumers on their platform under the "Ships from and sold by Amazon" label.
As a vendor, you don’t sell directly to customers. Instead, Amazon handles all aspects of pricing, marketing, fulfillment, and customer service, as they own the product once they purchase it from you.
Key Features of Vendor Central:
Now that we’ve covered the basics, let’s break down the major differences between Seller Central and Vendor Central.
The decision between Amazon Seller Central and Vendor Central depends on how much control you want over your business and the type of relationship you want with Amazon.
Both Amazon platforms provide powerful data and analytics reports that can be further enhanced through EDI and API integrations — a topic we’ll explore in our next post. As businesses grow and data needs become more complex, these integrations can help streamline reporting and optimize operational efficiency, taking the burden off your human employees.
If you're considering integrating your operations with Amazon, whether through Seller Central or Vendor Central, BOLD VAN is here to help. Reach out today to discover how we can support your business in achieving seamless communication with Amazon's systems.
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A guide to Amazon Seller Central and Amazon Vendor Central: differences and benefits to each platform.
Like Sheldon Cooper refusing to change his couch spot, traditional EDI can be rigid. API integrations make EDI more flexible, improving adaptability and efficiency.