Amazon Vendor Central vs. Seller Central: What Are the Benefits?

Amazon Vendor Central v. Seller Central: What Are the Benefits?

Have your goods been selling well on Amazon? Have you had an Amazon buyer approach you about selling on Vendor Central? Have you been a dissatisfied seller who is looking to switch into Seller Central?

We have put together this piece to discuss some of the benefits and drawbacks to both vendor central and vendor central , and to help you determine whether you need one or the other, or both.

Which “Central” Should You Use? The main distinction between the two Vendor Central and Seller Central is who will sell your products. When you use Vendor Central, Amazon's retail team buys and sells your items to customers.

Seller Central is a way to sell directly. Seller Central, you are selling directly to Amazon's customers. There are some significant differences between these two services and it's crucial to understand the possible benefits and drawbacks for both.

What Is Seller Central?

Amazon Seller Central is the web-based interface that merchants and brands use to promote and sell their products through Amazon's customers. If you've got an Amazon Seller Central account, you're classified as a third-party or marketplace seller.

If you are a seller on the marketplace, your options are limited in processing orders that you receive through Amazon's customer. You can manage the delivery, customer service and returns for every single order by yourself, or let Amazon do it for you by registering your items in Amazon's Fulfilled by Amazon or FBA program.

Certain brands also utilize Seller Central as an option to control the message of products that aren't that are sold through Vendor Central.

"Unless brands are in complete influence over their suppliers, most of the time they'll find their products being advertised and sold on Amazon by unidentified sellers. The use of a Seller Central account is an excellent way to manage the message of these products.

What Is Vendor Central?

Amazon Vendor Central is the web interface that is used by distributors and manufacturers. If you sell through Vendor Central, you're called a first-party seller. It's like a provider and selling the bulk to Amazon. The registration through Vendor Central is by invitation only.

The Short List of Amazon Seller Central This is a side-by side comparison of the advantages and disadvantages of having an account with Vendor Central and a Seller Central account. ● ● ● ● ● ● ● ●

All are welcome.

Directly sell to Amazon's customers Flexible logistical solutions Terms of payment that are quick and easy to pay Brands determine retail pricing Advertising options are limited.

Complex sales process Enhanced Brand Content

The Short List of Amazon Vendor Central ● ● ● ●

Only invites Sell to Amazon Fixed logistical alternatives Traditional payment conditions

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Amazon controls retail pricing Multiple advertising options Traditional sales process A+ Content

Amazon Vendor Central Pros Consumer Confidence Selling your product as a third-party seller via Vendor Central means that, for consumers concerned, the product is "sold by Amazon." This seal of approval could give consumers a boost of trust that you aren't operating as a third-party vendor.

Expanded Advertising Opportunities Amazon Marketing Services (AMS) provides brands with a powerful tool with a range of options for getting their products noticed by consumers. It allows vendors to boost the market with targeted ads created to drive more the number of visitors towards Amazon products' pages.

Although both vendors and sellers can access AMS, Vendor Central users have more options in the running of AMS ads.

Effectively managing campaigns and linking keywords into the content of product pages is essential to ensure success. In every aspect of Amazon ads, we've reduced the cost of our clients' ads per visit by 19 percent. We've also seen two times the increase in the return on investment.

Simplified Business Model The procedure for "doing business" with Amazon is much easier through Vendor Central than through Seller Central. As a seller the primary goal is on processing purchases, billing and avoidance of chargebacks. As a seller, particularly using FBA you'll be responsible for reconciling sales as well as lost inventory and tax obligations.

A+ Content and Other Marketing Tools If you're selling your product through Vendor Central Amazon offers vendors the possibility of creating improved content through Amazon A+ Detail Pages.

Also, you have the option to take part in promotions such as Subscribe and Save (Amazon's subscription service) as well as Amazon Vine where your product will be sent to the most prestigious reviewers before it is available on shelves.

Customers value what other users have to say much greater than advertisements which is why user-generated content can result in a boost to sales.

Amazon Seller Central Pros Analytics Seller Central provides you with large amounts of customer data without cost. As an online seller, you have an access point to Amazon customer information that can be used to serve a number of reasons. Although it is not allowed to market to customers of Amazon however, the data could be used to determine the types of customers who are buying what and at what time.

Pricing Control You, as the vendor, are entitled to the power to manage the retail price so that you can keep an established retail price for the other partners in your channel. Additionally, you can match your competitors' pricing to ensure that you remain in the market.

Messaging Control Sometimes, manufacturers find that their retailers and/or unknown 3 3rd Third party sellers advertise and sell bundles, or even earlier versions of goods without permission. Most of these listings are limited in information and pictures. One way to manage the listings that are not authorized is to use an account with a Seller Central account that has been registered in Amazon's brand registry.

Conclusion "It might be difficult to imagine, but nearly 50% of online shoppers are now using Amazon as the primary website they go to when making a purchase decision. If brands don't have an approach to engage with those customers, they're losing out on a significant portion of the online market.

Many ways Amazon has more importance over Google," It is essential to develop an approach to marketing that is specific to Amazon. Content26 is heavily influenced by Vendor Central as it allows our customers to fully benefit from Amazon's powerful tools for marketing like Amazon Marketing Services or A+ Content.