How to Sell to Amazon Directly Through Amazon Vendor Central?

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How to Sell to Amazon Directly Through Amazon Vendor Central?


Just by becoming an Amazon seller, you will not earn money. There are some other ways to earn money too. Instead of becoming a seller, you’ll consider selling to Amazon and successively, they’ll sell the products for you. appears like an honest plan. However, “Amazon Vendor” differ greatly from “Amazon Seller.” So, let’s understand how to sell to Amazon directly.


Becoming a vendor for Amazon isn’t just reserved for big household brands; small to medium-sized businesses may also sell products to Amazon.


Continue reading to learn more about what Amazon Vendor Central is, a way to sell products to Amazon, and also the differences between Vendor Central and Seller Central.


What is Amazon Vendor Central?


Amazon Vendor Central is the platform where vendors manage their wholesale accounts with Amazon. Here, they add items, manage purchase orders, ship inventory, and many more.


In Vendor Central, Amazon will place orders from you then send them to inventory and Amazon pays you. Vendors within the platform can even manage to advertise, merchandise, and other programs like Amazon Vine.


Vendor Central features a similar layout to Seller Central, where you’ll be able to easily navigate to different sections to manage your business correctly. You see tabs like Orders, Items, Advertising, Merchandising, Reports, and Payments. Vendor Central is an invite-only platform where you’ll sell to Amazon as a supplier. It’s kind of like Seller Central, where vendors can manage their purchase orders and product data from one central hub.


Amazon Vendor Central vs. Seller Center


The main difference between Amazon’s Vendor and Seller Central platforms is: who is selling the merchandise.


With Vendor Central, you’re selling to Amazon directly, and they are reselling your goods. Whereas with Seller Central, you sell to Amazon users.


1. Vendor Central vs. Seller Central: The Background


The day you choose to sell your products on Amazon, you’ll sell as anyone of those two:


First-party vendor

Third-party seller


Though these terms rhyme identical, there’s an enormous difference between the 2 and requires a correct understanding. If you become a first-party vendor, you may use Amazon’s Vendor Central either as a manufacturer or a distributor.


Here, you may sell your products to Amazon in bulk, and Amazon will sell those for you under its name to its customers. Though Amazon features countless products on its website, you’ll easily spot the difference between the things that are offered by Vendors because they often include a blurb within the description, which says: “Ships from [vendor name] and sold by Amazon.”


If you become a third-party seller, you may use Seller Central. Here, you continue to have the choice to decide on FBA (Fulfillment by Amazon) so that Amazon takes care of all of your shipments and order delivery while you sit back and relax. However, if you are doing not wish to try and do this, you’ll handle the shipments all by yourself.


2. Vendor Central vs. Seller Central: The Pricing


If you would like to become a seller who has the accessibility to line minimum or maximum pricing for your products and take complete control, then Seller Central works the simplest. Amazon says that it honours any MAP (Minimum Advertised Price) request. Amazon promises its customers the all-time low price possible and does everything to match the simplest price.


In the case of doing so, if someone reports to them that there’s a stronger and cheaper price that you simply are selling someplace else, Amazon doesn’t take much time to bring your price down. This is often exactly when the particular war for price begins. And this truth hurts. It is hard for Amazon to Amazon extends it’s worth back. A third-party seller can set his or her price for a product. they need complete freedom to manage the costs.


An intelligent software tool—Asinwiser— is what you need as an Amazon. It is an impeccable solution for all your needs, including product research,  competitor research, and profitability calculator.


3. Vendor Central vs. Seller Central: The Support 


If you’re looking to go along with Amazon in an exceedingly way that supports you when something goes wrong, then Seller Central is the way to go. If you’re visiting to become a Vendor Partner, good luck in getting that feature.


The truth is that you just are unlikely to induce any support from Amazon unless your brand is very popular, otherwise you are paying money to Amazon. If you enroll on Seller Central, then you will get strong support. Amazon provides Seller Support to problems related to payments, inventory, and listings. In Vendor Central, there’s nothing. Also, you get more flexibility with Seller Central while updating your product listings including product titles, descriptions and images.


4. Vendor Central vs. Seller Central: The price


So, how far are you able to visit the bargain? If you don’t, then you would possibly struggle as an Amazon Vendor.


Well, Amazon will try and negotiate with you for the most effective wholesale price possible for your products, so that they can make an implausible ratio. And trust us, they’re good at this. They need to master this art already. They talk with many vendors about this fashion each day. So, handling a vendor such as you is not a big deal.


Besides negotiating with you, they will ask you for 4-10% pay to hide the “slotting costs.” And don’t be astonished if Amazon yet again negotiates with you for a far better price if your sales increase.


But none of those is a priority if you escort Seller Central. Rather, you may pay a customary fee (8-20%) and that’s the value percentage for each item that sells. If you decide on FBA, then you may be paying a bit extra.


5. Vendor Central vs. Seller Central: The Profit Margins


As said above, Amazon will execute every trick to barter with vendor partners just to make sure that their profit margins go up. Good for Amazon but what are a few vendors’ profit margins?


Understand that if you decide to sell on Amazon as a Vendor, you’ll expect only wholesale margins. But the case with Seller Central is different. Here, you’ll get retail margins.


So, these aspects are some things you ought to check up on before deciding.


Besides negotiating your price over time, it’s also important to notice that if you are not befitting their rules, the corporation may search for a supplier who offers better prices than you. However, the case with seller central is different. you may have complete control over the costs. you may still earn decent profit margins while still sustaining a healthy competitive edge.


6. Vendor Central vs. Seller Central: Stock Availability


If you favour becoming an Amazon Vendor, don’t be astonished if Amazon sells all of your products so suddenly says “stock unavailable.” Amazon can send that message without a “low inventory” alert. Amazon trims down the stock of some products frequently, preventing the risks that they could never sell.


With Seller Central, you’ve got better control over your stock. you’ll either store it in the Amazon fulfillment Center or at your office or if you’re using FBA. Note that storing your inventory at Amazon’s fulfilment centres comes with a fee, betting on the space you utilize.


7. Vendor Central vs. Seller Central: The Payment


For starters, Amazon’s terms can cause cash-flow issues. And vendors preferring Amazon Retail will hire separate third-party firms to convey Amazon-proof that the products were truly delivered to them.


If you can not cope with such headaches, you shouldn’t choose Vendor Central. Seller Central partners, on the opposite hand, are paid once every 7 – 14 days. These payments are made after subtracting their sales commission.


8. Vendor Central vs. Seller Central: Customer Service


So, this can be one point where Vendor Central wins. That’s because Amazon takes care of each aspect in terms of support, even including problems related to fraud. Seller Central partners can use FBA (Fulfilled By Amazon) to require care of customer service. But, the vendor remains accountable for every customer who claims to receive counterfeit or fake products.


If you sell from Amazon as a third-party seller on Amazon, you may find it harder to challenge fraudulent competitors.


9. Vendor Central vs. Seller Central: Selling Internationally


If you’re inquisitive about selling your products to customers aside from the U.S. market, you want to escort Seller Central. this can be because expanding to foreign markets is less complicated with Seller Central than with Vendor Central.


Vendor Central partners can sell only within our marketplace–which is If you desire to sell in Canada ( or Mexico (Amazon. mx), you’ll sign-up for a unified North American account to sell your items across the border.


Can anyone sell on Amazon?


Becoming a supplier for Amazon isn’t as simple as creating an Amazon Seller account and becoming a third-party seller.


Unfortunately, Vendor Central is invite-only and you can not apply to become a vendor. you need to wait until you’re contacted by an Amazon brand manager before signing up for Vendor Central.


How to get invited to become an Amazon vendor?


Amazon’s vendor program is to be an exemplary third-party seller with a strong brand presence on and off Amazon. Amazon wants to buy products with consistent sales volume, strong seller reviews and customer satisfaction, healthy sales metrics, and items that are always available.


If you’re a brand that participates in trade shows, you will also find Amazon brand managers present attempting to find brands Amazon doesn’t carry yet.


While you ought to always strive to be the simplest seller you’ll be, there’s no guarantee that Amazon will ever contact you to become a vendor.


Though that will not be a nasty thing! Third-party sellers now have many features that were once only available for vendors, like A+ Content, Amazon Storefronts, Amazon Vine, and plenty of Amazon Advertising products — so there might not be the maximum amount of upside to becoming a vendor as there once was.


How to Join Amazon Vendor Central?


Becoming an Amazon Vendor isn’t as easy as fitting an account with Seller Central.


As discussed earlier, it’s an invitation-only platform. You can’t simply apply; you wish for an invitation from Amazon first.


Amazon incorporates a global vendor recruitment team that searches for brand spanking new brands and products to sell.


Sellers with high sales on Seller Central.

Marketplace sellers with popular products.


If Amazon is inquisitive about what you’re selling, you’ll get an email inviting you to affix Vendor Central. The team will explain how the method works and also the terms of business.


Once you comply with the terms, you’ll get access to a Vendor Central account, and you’ll be able to start supplying Amazon directly.


What are the pros and cons of selling on Amazon?


With anything, there are pros and cons. Becoming a vendor on Amazon has its upsides but it also has some downsides. Let’s think about both again!


Pros of selling on to Amazon


Sell your products at a profitable wholesale price to Amazon.


“Ships From and Sold by”


All customer service and returns are handled by Amazon.


You mustn’t worry about running an Amazon business.


Cons of selling on to Amazon


Invite-only program.


Additional fees, including co-op fees, marketing fees, remittance fees, freight allowance fees and chargebacks, can total up to 25%.


Smaller margins than if you were to sell the merchandise directly to consumers through Seller Central.


You have no control over your pricing, which may be a nasty thing if you have got MAP (minimum advertised price) pricing agreements with other retailers.


Amazon will likely negotiate the acquisition price of your products, leaving you with a smaller margin.


You won’t have much control over your listings and inventory.


Amazon’s payment terms will be 30, 60, or 90 days; this might cause income issues for your business.


As you’ll tell, there are more cons than pros when it involves becoming a vendor for Amazon. 


If you’re invited to the program, ensure you fully understand their terms and fee structure before agreeing to anything.


As you’ll probably tell, the most important difference between the 2 platforms is how you sell your products. With Vendor Central, you’re selling products at a wholesale price to Amazon, and on Seller Central, you’re selling products at a retail price to consumers.


Which is best for your business? Well, that’s up to you to make your mind up — but we’ll offer you some information to make your decision easier if you’ve got a Vendor Central invite.


A few years ago, it’s going to be more beneficial to become a vendor supported by the marketing and advertising tools Amazon had available to vendors only.


Over the past few years, however, Amazon has extended many once vendor-only features for sellers a number of those features include:


Amazon Stores

Amazon Vine

A+ Content

Advanced advertising tools

Deals and coupons


Plus, it’s plenty easier to use a number of the features like coupons and deals within Seller Central. As a third-party seller, it’s also easier to alter content on your listing like images or copies and your price. Remember, Amazon will have full control over the asking price if you’re a vendor.


Signing up for a Seller Central account could be a way for anyone to induce start selling on Amazon. Signing up for a Vendor Central account is often reserved for high-performing brands.No matter which way you go, they’re both very viable ways to sell products to Amazon customers.


Before you sign on, consider the pros and cons of working out if joining will positively or negatively affect your business.


Here are a number of the benefits of joining the Amazon Vendor Central platform:


● Consumer Trust


As an Amazon Vendor, the customer will feel more confident in purchasing the merchandise. You get the good thing about Amazon brand recognition, which instils trust and makes it easier to shut the sale.


● More Advertising Options


While Amazon Marketing Services (AMS) is obtainable on Seller Central, you’ll have access to more features as a vendor. it’ll allow you to make even stronger ad campaigns and drive traffic to your product pages.


● Selling Process Is Simplified


As a Seller, you’re liable for things like fulfilling direct customer orders, tax liabilities, lost inventory, and other business costs.


When you supply Amazon, your business model is simplified. All you would like to target is fulfilling your purchase orders and billing Amazon. All of the opposite admin responsibilities fall away, and you don’t need to worry about servicing multiple buyers.


● Exclusive Promotional Programs


Amazon Vendors have the choice to participate in programs like Subscribe & Save and Amazon Vine. Access to those programs can help boost reviews, and your placement in organic search, and cause more sales.


Here are a number of the disadvantages of joining the Amazon Vendor Central platform:


● Price Control


Vendors don’t have control over the value of things. Amazon can adjust the pricing at any time, which could cost you extra revenue if margins are changed.


● Logistical Requirements


If you fail to fulfil Amazon’s specific logistical guidelines, it can quickly rankle your profits. as an example, you would like to keep up your stock levels and quickly fulfil your orders.


● Loss of name Messaging


When you become a vendor, your products are shipped to customers in a very standard brown Amazon box. You lose control over your brand and therefore the ability to personalize the customer experience.


Your Sales Channel is proscribed


While it’s great to possess Amazon as a buyer, it comes with a giant business risk if they’re your only customer. If you’re reliant on one buyer, you’ll end up in trouble if Amazon stops using you as a vendor.


Final Words


As you’ll be able to see from the pros and cons of joining the platform, Vendor Central isn’t a decent-suited everyone. It’s a far better option for manufacturers and wholesalers who want logistics, support, and returns handled by Amazon. Amazon Vendor Central may be a great option if your business is the right fit.


Having an intelligent software tool—Asinwiser—for online sellers will assist you to run your business in the right direction. is an excellent solution that will help you to target your potential audience with its all-in-one features such as brand story, product research, competitor research, profitability calculator, fba calculator and so on.


Start your seller journey with Asinwiser’s innovative and hands on tools.