Amazon Vendor Central vs Seller Central

Amazon offers two primary options for businesses seeking to sell their products on the platform: Amazon Vendor Central vs Seller Central. 

The choice between these two options is an important one. Exploring the features between Seller Central vs Vendor Central is important for selecting the one that best aligns with your business goals. 

What is Amazon Vendor Central?

Amazon Vendor Central operates on a wholesale model. 

Businesses act as suppliers, selling their products in bulk directly to Amazon at a pre-negotiated price. 

Amazon then takes on the responsibility of listing, storing, marketing, and fulfilling these products to end consumers. 

Essentially, you become a wholesaler to Amazon, and they handle the entire retail process. This approach minimizes your workload on the fulfillment side but comes with relinquishing control over pricing and customer interaction. 

What is Amazon Seller Central?

In contrast, Amazon FBA Seller Central transforms you into a third-party seller. You list your products on the Amazon marketplace, manage your inventory, set your own pricing, and fulfill orders directly to customers (either by yourself or through Amazon’s FBA fulfillment service). 

This approach grants you greater control over your brand presentation, pricing strategy, and customer interactions. 

However, it also necessitates a higher investment in resources for activities like listing optimization, marketing campaigns, and potentially managing your own fulfillment. 

Difference between Seller Central and Vendor Central

The fundamental difference between Amazon Seller Central vs Vendor Central boils down to the point of sale. As a Vendor Central supplier, you sell your products to Amazon, relinquishing control over pricing and customer interaction. 

Seller Central, on the other hand, positions you as the direct seller, interacting with customers and managing the entire sales process. 

This distinction significantly impacts various aspects of your supply chain strategy. 

Inventory Management

Vendor vs Seller Central suppliers typically handle manufacturing and deliver bulk inventory to Amazon warehouses. Amazon then manages inventory control within their fulfillment centers. 

Seller Central vs Vendor, on the other hand, requires you to manage your own inventory levels, including forecasting demand, placing replenishment orders, and potentially storing products yourself or through a third-party fulfillment center. 

Pricing and Promotions

Vendor Central pricing is pre-negotiated with Amazon, and you have little influence over promotional strategies. 

Seller Central grants you complete control over setting product prices and running promotions to attract customers and optimize your sales. 

Pros and Cons of Seller Central

Amazon Seller Central has the following pros and cons: 


You have complete control over your brand presentation, pricing strategy, and customer interactions. 

This allows you to tailor your product listings, pricing strategy, and customer service approach to resonate with your target audience and build brand loyalty. 

You set your own pricing, allowing for potentially higher profit margins compared to Vendor Central. By carefully considering product cost structure, competitor pricing, and market demand, you can establish pricing that optimizes your profitability. 

You can cultivate a strong brand identity through Seller Central’s customization options. This includes control over product descriptions, images, and A+ content, enabling you to craft a compelling brand story that differentiates you from competitors. 

Seller Central also allows you to interact directly with customers through messaging and reviews, fostering trust and brand advocacy. 

Seller Central offers access to valuable sales data to understand customer behavior, identify top-selling products, and optimize your inventory management. Seller Central also provides seller tools and reports that give you insights into customer demographics, buying patterns, and competitor activity. 

This data empowers you to make data-driven decisions about product offerings, pricing strategies, and marketing campaigns. 


You are responsible for product listing, marketing, fulfillment (unless using FBA), and customer service, requiring a greater investment in resources. This can include costs for listing optimization tools, marketing campaigns, fulfillment centers (if not using FBA), and customer service staff. 

The vast seller base on Amazon can lead to fierce competition, potentially impacting visibility and sales. To stand out in a crowded marketplace, you’ll need to implement effective SEO strategies for product listings, run targeted advertising campaigns, and potentially offer competitive pricing and promotions. 

Maintaining a good seller performance metric is crucial to avoid account suspension. 

Amazon closely monitors seller performance metrics such as order fulfillment rate, late shipment rate, and customer feedback rating. 

Failing to meet these performance standards can lead to account suspension, significantly impacting your sales. 

Pros and Cons of Vendor Central


Amazon handles listing, storage, marketing, and fulfillment, freeing you to focus on production and inventory management. This allows you to dedicate resources to optimizing your manufacturing process and ensuring a steady supply of products to meet Amazon’s demand. 

Vendor Central products are often prominently featured on Amazon product pages, potentially leading to higher sales volume. Amazon’s robust marketing efforts and established customer base can significantly increase the visibility of your products compared to relying solely on your own marketing initiatives. 

Amazon’s bulk purchases can be financially advantageous for high-volume suppliers. Selling large quantities of products at pre-negotiated prices can streamline your sales process and potentially generate higher overall revenue. 

Since Amazon handles fulfillment and customer service for Vendor Central products, you can potentially improve customer satisfaction metrics without directly managing these interactions. This can benefit your brand image and potentially lead to higher customer retention rates. 


Less control over pricing, marketing strategies, and customer interactions. This can limit your ability to tailor your brand message, optimizing pricing strategies based on market trends, or directly address customer concerns. 

Negotiated wholesale pricing with Amazon may result in lower profit margins compared to Seller Central. Without direct control over pricing, you may have less flexibility in maximizing your profitability. 

Participation in Vendor Central is by invitation only, with stringent selection criteria. Amazon prioritizes established brands with a proven track record of high-quality products and consistent supply. 

Which Is the Best for You — Seller Central or Vendor Central?

To know which is best for you, Amazon Vendor Central vs Seller Central, the optimal choice depends on your specific business goals, resources, and product category. 

Choose Seller Central if you are a new business or brand looking to establish yourself on Amazon. You have the resources to manage product listing, marketing, fulfillment, and customer service. 

Higher profit margins through direct sales are a priority. 

Building a strong brand identity is crucial for your long-term vision. 

Choose Vendor Central if you are a well-established brand or manufacturer with a proven track record. 

You produce high volumes of products and are comfortable with wholesale pricing. 

You prioritize minimizing operational workload related to marketing and fulfillment, and have received an invitation to join Vendor Central from Amazon.