PiWheel presents Amazon Vendor vs Seller Central: How do you decide?

By Rahul Parab, Client Success Manager at PiWheel.

Brands on Amazon, whether a vendor or a seller, are always in pursuit of how best to control their presence in the marketplace. The battle to chalk out the roadmap to excellence to complement their other routes to market is always on. This is when the debate for the fulfilment options also comes into the picture- deciding between Vendor Central or Seller Central.

A ‘Vendor central’ might always seem to be the go-to option for established brands allowing them to sell in bulk to Amazon, however, the argument revolves around if they are to take charge of the brand’s presence on the platform and thus profitability by adapting as a third-party seller route or popularly known as ‘Seller Central’. But both the models indeed come with their strategic benefits as well as equally relevant shortcomings & it’s, therefore, crucial to have a thorough analysis of both sides before embarking on your journey on Amazon as a brand.

Amazon empowers the sellers by providing multiple assistance models under one umbrella of Amazon fulfilment options, including allowing the seller to choose between Vendor Central or Seller Central.

The significant difference between Amazon Vendor Central & Seller Central is the point of contact through which the product is being sold to the amazon shopper. In Vendor Central, Amazon buys your products from the seller first before reselling them to the shoppers, while Seller Central enables the brand to sell directly to customers, through the Amazon marketplace.

Let’s dive deeper into these 2 fulfilment models.