Get a Quote

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

Posted by on January 8, 2016

Share on FacebookTweet about this on TwitterShare on LinkedIn

Are your products selling like hotcakes on Has your Amazon buyer hinted that you’ll soon get an invitation to join Amazon Vendor Central?

We put together this article to help you decide whether it’s worth making the switch from Seller Central to Vendor Central.

We have over 10 years of experience helping consumer brands with their product pages on Read more about what we do and how we can help.

Which “Central” Should You Use?

Amazon Vendor Central versus Seller CentralSelling on Amazon Vendor Central is a completely different way of interacting with both Amazon and your customers. You’ll go from merchant to distributor. Making this switch will bring about changes in how you interact with customers, your ability to control your brand presence, and your content.

Before getting into the nitty-gritty, let’s define Amazon Vendor Central and Amazon Seller Central and give an overview of what each offers.

What Is Seller Central?

Amazon Seller Central is the web interface used by merchants to manage and view their orders. If you sell via Seller Central, you’re considered a marketplace or third-party seller.

As a marketplace seller, you have different options for managing your virtual storefront. Amazon has a pay-as-you-go system for individual sellers as well as a pro merchant option for high-volume sellers. Pro merchant sellers can also choose Fulfillment by Amazon (FBA) whereby Amazon takes care of shipping, customer service, and returns.

What Is Vendor Central?

Amazon Vendor Central is the web interface used by manufacturers and distributors. If you sell via Vendor Central, you’re called a first-party seller. You’re acting as a supplier, selling in bulk to Amazon. Registration on Vendor Central is by invitation only.

A tell-tale sign that a company is selling through Vendor Central is the phrase “ships from and sold by”

The Short List

Here’s a side-by-side comparison of the differences between having a Vendor Central and a Seller Central account:

Seller Central

  • Anyone can sell
  • Quick payment
  • More control over inventory and prices
  • Doesn’t allow A+ content
  • Potential for higher margins
  • Control over listings & inventory shipments

Vendor Central

  • Invite only
  • Standard payment terms
  • Less control over prices
  • Allows A+ content
  • Potential for larger volume
  • Access to AMS, AMG, and other promotions
  • Amazon Vine Program, Subscribe & Save, and other marketing programs

Amazon Vendor Central Pros

Consumer Confidence

Having your products sold as a first-party seller through Vendor Central means that, as far as shoppers are concerned, your product is being “sold by Amazon.” That seal of approval can provide a boost in consumer confidence that you don’t have as a third-party merchant.

Marketing Tools

If you’re selling through Vendor Central you can participate in promotional programs such as Subscribe & Save (Amazon’s subscription service). You’re also eligible for Amazon Vine, in which your product is sent to top reviewers before it ever hits the shelves. Consumers value what other consumers have to say far more than they do advertisements, so user-generated content can translate into a sales boost.

A+ Content

Only Vendor Central allows enhanced content, which Amazon refers to as A+ content. What is enhanced content? It’s an extended version of the basic product description including scannable text that explains the features and benefits of the product as well as product images and often a comparison chart.

Amazon Vendor Central Cons


Seller Central’s robust analytics capabilities do a great job of helping merchants forecast demand. If you want a similar level of insight through Vendor Central, be prepared to pay for Premium Analytics reports. Additionally, make sure to check with your Amazon buyer before making the switch, as Amazon doesn’t give all its suppliers the option to purchase Premium Analytics reports.

Invite Only

Vendor Central is an exclusive, invite-only affair. So if Amazon hasn’t invited you to become a supplier, you won’t have the option of using Vendor Central. According to Amazon, “you can request your Amazon buyer to send you an invitation,” but there are no guarantees.


With Vendor Central, you’re responsible for supplying your product to Amazon warehouses all over the United States. This can require more oversight and coordination. Amazon also assesses storage fees if products sit on the shelves too long.

Have you dealt with other pros or cons while selling via Vendor Central? Share your thoughts in a comment or send us a tweet.

Want more advice on Amazon? Sign up for our monthly newsletter now to get tips and tricks for selling on Amazon and other e-tailers.


Editor’s note: This post was originally published on 5/25/2014. For this update we made minor edits and added a link or two.

Tagged with: , , ,

  • Comments

    68 Responses to “Amazon Vendor Central v. Seller Central: What Are the Benefits?”
    1. Dave says:

      A+ Content for 3P vs Amazon Vendor Central

      Even though you can’t use “official” A+ content with the new vendor central A+ modules as a marketplace seller, you can load a hosted image to your description field. Here is example from Tech Armor. See link below.

      Notice how this image added to the ASIN’s description field includes all of the best practice content elements needed for conversion. And when you look at the code, they even host the image at amazon. Here is link to the image they placed in their description field at Amazon

      Tech Armor has actually created more conversion content in this image than is allowed with Amazon A+ content using 5 content modules within vendor central.

      The more and more I compare Amazon Retail vs Amazon Marketplace (3P). The advantages of Amazon Retail get less and less.

      But don’t take my word for it. Just look at the search results for many product categories on Amazon and you will see 3P brands owning the top positions in Organic and Paid/Sponsored results. Amazon is now giving the 3Ps lots of visibility that used to be for Amazon Retail partnerships only.

      • Ejay says:

        I agree with you.
        I am vendor also seller on Amazon.
        Recently, I am constructing an A+ content for my product. But all Amazon official template are not what I want.
        Based on some research, I have seen various other merchants with different graphical design layouts same as you report. (Tech Armor)
        I wonder how those images can put on description area.
        I have been trying HTML code. But Amazon seller central system always show me “The Product Description you provided was invalid. Please verify that it does not contain any special characters.”

        Could you help me? Please

        • Dave says:

          I would send in a help ticket to seller central (Amazon Marketplace 3P Sellers) and ask how you can add an image to your product description field like Tech Armor is able to do with their products.

          If you are dealing with Amazon as a Vendor where Amazon is the seller and buys your product from you at wholesale price and then marks it up……then you have to use vendor central and their A+ tool if you want to add more content to product page.

          Here is an example of product page where mfr/brand has retail relationship with Amazon using vendor central A+ tool and new 2.0 Modules.

          But if you do a deal with Amazon Retail, they will not want you selling via marketplace seller. Then you lose price control, margin, end-user data and much, much more.

          • Ryan says:

            Thanks Dave – great article. I’m interested in this as well so please update if you hear back on how to do this.

            • Sidney says:

              Hi David and Ejay,
              I have a list of questions below if you don’t mind taking a look and answering what you can. I’m a part of Vendor Central but want to open up a Seller Central to ensure stock at all times.

              As for image in product description – This is something AMZN just started doing. For example, if you are selling more than 3 different color of one product; ask for images to be added to your Twister product choices.

              Another way to optimize your page is adding messaging to enhance your photos. You should also be able to get away with adding short and sweet content to your images on your product pages. Just leave the main image plain. Here is a good example of

          • jane langdon says:

            Can you help me with Amazon Vendor Express?
            Please reply to
            jane at uniqueshoppes dot com

            – Jane Langdon

        • Augustin Kendall Augustin Kendall says:

          Hi Ejay,

          As Dave mentioned, if you’re dealing with Amazon as a vendor, not a seller, you’re limited to the modules and can’t use your own code to customize your page. Those modules do allow for a good amount of creativity, however (there are 12 modules that can be used in any combination up to 5 per page).

          We’ve put together some examples and have been working with our clients to customize their pages. Get in touch with David at if you want to talk with us about your options.

      • Trinity Hartman Trinity Hartman says:

        Hi Dave,
        I checked the URL you originally posted and there is no image in the description field. We’ve found several instances where Amazon has removed these images from Seller Central pages. I don’t recommend it for all the reasons listed here:

    2. Phil says:

      Thanks so much for posting this information! It is really beneficial.

    3. Srini Raja says:

      good content on difference between seller central and vendor central. Another difference is that Vendor central supports EDI (Electronic Data interchange) for volume transactions. Suppliers can get and process orders electronically and they can submit shipments ASN and invoices through EDI gateway. This makes volume transaction processing much easier for suppliers selling through Vendor central

    4. RJ says:

      Great, informative article. Our company is desperately trying to migrate away from Vendor Central and AMZ is making that near impossible. As a startup, we made a strategic error by going the Vendor Central route in anticipation of extended marketing coverage and the prospect of larger wholesale orders. Needless to say, VC has been an unmitigated disaster. They rarely, if ever, order MOQs based on our case packs and master pack numbers. The seem to sort of just order whatever they feel like, which causes all sorts of logistical problems for us. In addition, they can withhold payment at will(which they’ve done multiple times) if they feel they are in a risky inventory position. My question is a simple one: How do we migrate completely away from Vendor Central and set up our business on Seller Central? Even though we have marked “skus” as obsolete, that we can no longer fulfill, Amazon continues to serve up those pages marked as “temporarily out of stock”. There is so much wrong with their VC model, that it’s too much to even type. I’d like to simply move my business over to Seller Central, but from what I’ve read once your ASIN is in AMZ’s Vendor Central database, it is there forever. If anyone can offer advice on migrating away from Vendor Central, I would appreciate it. As a side note, we paid a premium last year for A+ content and saw no bump as a result from that investment. I see they have cut that fee in half, so I guess others are figuring it out. I want to use Seller Central to liquidate product, but there are skus that Amz has in their database despite not having inventory to fulfill them that keep price matching. Then of course if we drop our pricing on Seller Central, they match it on Vendor Central which is a losing proposition. Sorry for the long post, but this has been a frustrating endeavor and I sure would appreciate some guidance on how we take back control of our business from Amazon. From pricing to fulfillment to SEO. Thanks in advance. RJ

      • Augustin Kendall Augustin Kendall says:

        Hi RJ,

        That sounds challenging. We don’t work in Amazon at that level, but you might find some assistance with getting off Vendor Central in the Amazon Vendor Central group on LinkedIn:

        As for taking back control of your business from Amazon, we’d suggest a multichannel content strategy (that includes your own brand website if possible) to start driving traffic to other online vendors you work with and away from Amazon. Email to talk to us about how that helps you.

      • Sidney says:

        RJ –
        If you don’t want to sell your product anymore stop shipping to them. It’s ok to have a temporarily out of stock message they’ll eventually get the hint that it’s not going to be temporary and shut it off or what they call “Crap it out”. As for Seller Central, I have many questions about this too. I listed my questions below. any insight on them would be of great help.

      • TC says:

        VC is the worst. It is hard to set up, hard to get anything corrected that is wrong which most is in our experience with them. There is no benefit in doing business with VC. If you have products in retail or you already drop ship from your website then my advice is to stay very clear of vendor central.

        You can’t get answers, they order out of agreement, they always pay late, do questionable charge backs and other shady business practices. Not sure why any one would use VC really except they thought it would bump there sales which it doesn’t. You have to give them such a discount you will make more money on Seller Central anyway.

        To get away from VC you have to just keep submitting case after case and get rude and request a supervisor. Then call and call and grip and raise hell or they won’t do anything. We started off being nice about moving away from them and nothing happened. Then we got short, rude, ,demanding and submitted 20 tickets a day and called the same amount of times. Going the second route we did which no one wants to do it took 5 days for VC to finally cancel our account and delete our ASIN’s out of VC but it was worth it.

        We no longer sell anything on Amazon even though we were selling about 5K a week in products. They are just to frustrating of a company to deal with on any and every level. Build a website, do online marketing, hire a retail rep group and go out and sell your products and you will be a lot happier and a lot more financially successful.

        • J says:

          Can you follow up regarding not being paid? We have a substantial amount of money that is suddenly being “held” after never having an invoice go past due. We wanted to know if you received any resolution as we are also being bounced around with the canned responses of “we have escalated this to the appropriate team” and “we require 2 more business days to look into this”

        • Julie Austin says:

          I agree with you TC. I have been trying to get an answer from them for months and they never return emails or phone calls. The product page was set up wrong and it has never been fixed.

      • Dim says:

        Dear RJ,

        Your comment is very interesting and raises questions and concerns for new Amazon Vendors such as our company.
        Would you please advise based on your experience what happens when product runs out of stock and we are not able to fit within the 3 day time frame to ship open purchase orders. We have not accepted those orders, however Amazon system (not sure if it is a real person or an auto message) keeps bullies us via emails that we are not complying with their policy. We experienced over 1000% sale increase for the past month and it was impossible for us to predict that and avoid being out of stock. Apparently there is no life person to understand that situation and overwrite their auto system expectations.



        • Nicole says:

          Dear D.
          This is very interesting. You are the first person giving a positive information about Vendor Central -and this caught my eye, especially since it is connected to sales.
          “We experienced over 1000% sale increase for the past month” – does this mean that you have been selling as a Seller Central (FBA) also ?
          Do you have both accounts and selling as FBA and also have Amazon selling on the listing?

          Thank you for clarifying this for me.
          We are selling as a SELLER under the FBA program and we are looking into getting first into Vendor Express and then maybe Vendor Central. But the reviews of Vendor Central are not encouraging at all – except your mention above “We experienced over 1000% sale increase for the past month” – this seems HUGE!

          Thanks for your reply.

    5. Amy says:

      Could you pls tell me how to create ads on Vendor Central?

    6. Sidney says:

      Hi Content26 – Great article! I have some questions for the community if anyone can help. It would be much appreciated.

      Regarding the Seller Central option:

      About how long does it take to get set up as a Professional tier doing FBA?

      How time intensive is managing your buisness as a Professional tier doing FBA? What are the different tasks one must do on a daily and weekly basis?

      Has anyone seen a difference in sell through doing FBA vs. direct? Any major pros and cons of either?

      Does anyone know what happens if you overstock the fulfillment centers or need to ship product back from AMZN to your warehouse?

      If the product is “sold by” but they stock out; how does a 3rd party reseller win the buy box? Example – 3 sellers use FBA have the PRIME option and are all at the same price, 99.99. Who would get the buy box since AMZN is sold out?

      Has anyone had experience selling side by side the 2 models? what I mean by this is working directly with AMZN for product to be “Sold by” as well as having your own 3p marketplace using the FBA? This seems like a good option incase ever stocks out; then your own 3p store can pick up the buy box until stock come back in.

      Thanks for the help!

    7. Wendi says:

      We have 60 day net terms with Amazon Vendor Central. It is now past 60 days and we still have not received payment. We have submitted many cases to the support team and keep getting to same answer, give them two days to see why were are not getting paid. I see from the posts that others have had the same experience but how long does it take from them to eventually pay – worst case scenario.

      Thanks for the help.

      • J says:

        Can you follow up regarding not being paid? We have a substantial amount of money that is suddenly being “held” after never having an invoice go past due. We wanted to know if you received any resolution as we are also being bounced around with the canned responses of “we have escalated this to the appropriate team” and “we require 2 more business days to look into this”

    8. Morris says:

      Terrific article. We are selling through Vendor Central. We want to monitor customer reviews efficiently. Is anyone aware of any relevant tools or services (short of coding one ourselves)?

      Thanks very much for the help!

      • Augustin Kendall Augustin Kendall says:

        Hi Morris,

        Nothing comes to mind, but I’m asking our professional network to see if anyone else has a good idea for you.

      • Morgan says:

        Hi Morris –
        We just partnered with – EXCELLENT tool; I can’t recommend their technology enough.

      • Katie Ervin says:

        Hi Morris,

        With Vendor Central, you will not have access to any of your customer data – however that is huge pro of switching over the Seller Central. We built software that links product reviews with customers in our database. This is only possible if you are the seller, not Amazon (Seller Central). If interested, please check out

    9. Richie says:

      I found this page when I searched for Amazon help in Google. I’ve been reading through the comments and I am impressed with Augustin’s knowledge of Vendor Central. The company I work for “Rigid Industries” has had a Vendor Central account for a couple years now with over 1200 products online. I came into this mess a couple months ago. There are so many issues that I am having to deal with and Amazon is not the easiest company to talk to. Every time I send them a support case they just reply “if they reply” and send me to a resource center link. I have read the resource links back and front and they do explain what do to do but don’t explain how to do it in a beginners fashion. Our IT guy helped with the EDI process but I am going nuts trying to figure out how to edit and remove old outdated product. Even their simple “Edit Product” link isn’t so simple when the product is over 12 months old. Then when I down load their excel template the template doesn’t even have a product description insert. And they want me to input the whole 1200 item catalog. I just need to change descriptions on a few items. I wish there was a way to sit down with someone from Amazon or take a Amazon 101 class. These charge backs and this Vendor Central set up was not made for the average seller.

      • Augustin Kendall Augustin Kendall says:

        Thanks, Richie! My knowledge is really the collective knowledge my colleagues in the office. We do what we can with consulting on Amazon. It’s a shame they don’t provide more support for the vendors they rely on! An Amazon 101 class a great idea!

        • Dave says:

          Would love to help you build out this content even more. You are behind on many items and as you can tell, there is great interest in this area. This will help brands understand the best way to deal with Amazon so everyone wins. All brands should get a choice of how they want to work with Amazon. It should not be forced on them.

          Also, here is latest I found with Amazon Google advertising. They are buying high funnel keywords and then linking those text ads to specific 3P product pages. Totally bypassing search result landing pages and 1P brands. They are trying to grow 3P sales. Probably because they make more profit per transaction. No costs of goods or inventory costs. Also, many of the 3P sellers use FBA which is another revenue generator for Amazon.

      • Dave says:


        I have been dealing with Amazon since 2000. From 1P vendor central retail type of relationship and 3P marketplace seller relationship.

        1. If you are giving Amazon a wholesale price and then they are marketing up your product and making profit, then where is their resources to help manage your product catalog and merchandising.

        2. If they will not assist, then stop the 1P relationship and go 3P. Then you can manage everything on your own using seller central and hire a 3P expert to help you. Just go to for help.

        3. Once you change to 3P relationship you will have more control, make more $ per unit sold, have more money for someone to help you manage, market and increase your overall sales at this #1 ecommerce platform.

        It is not Amazon that is tough to deal with, it is the relationship type that you chose.

        PS. I went to your website and you sell direct. So you already have the skill set to make this happen. Switch to 3P account type, clean up your products, get a relationship with channel advisor to connect Amazon to your order processing system and start taking control of your destiny! If that does not work, get one of your dealers to own Amazon with your help. This is how Dyson does it. They sell through Amazon via their dealers that have 3P accounts. There is no Dyson 1P relationship.

      • kare says:

        Download a variation template from vendor central resources and you can just fill out the ASIN and the changes to the specific fields yiu want changed. It is easy.

    10. Dave says:

      To all,

      Glad to see that I am not the only one with these vendor central vs seller central issues.

      Just attended the Channel Advisor conference in vegas and learned a ton. Did you know that Amazon 3P marketplace sales have all of the growth and 1P vendor sales are dropping? Check out the channel advisor Amazon 1P vs 3P trending graph that was provided on last day of conference.

      This is becoming a very complicated subject for Amazon. They need to decide if they want to be a retailer or a merketplace like ebay. Brands/mfrs are getting smarter. We are allowing our direct ecom specialists to help with Amazon retail team and finding lots of issues. The tools and data provided to 3P sellers is so much better than what is provided under 1P relationship. And more and more 3P brands/sellers keep jumping into Amazon and creating more competition. Diluting sales. Would be curous if the statement that Amazon 1P relationship will create 5X of the sales of 3P seller central relationship still stands.

      Last, the word is out that you can negotiate how you want to work with Amazon. But the 1P team will tell you that if your products are sold through retailers that you can’t have 3P relationship. This is not true 100% because there are brands out there that sell through retailers that have “hybrid” relationship with Amazon. Some examples include Bose, Spigen Under Armor. Then there are those that gave the finger to Amazon 1P and only sell via 3P sellers that are authorized to sell their products. Example: Dyson

      Note that the biggest negative for Amazon 1P relationshp that I have seen from all categories is that they control pricing. This creates huge channel conflict issues with your retailers because Amazon has to have the lowest price or their sales drop.

      Amazon is excellent online marketing and sales platform, but any brand/mfr that asks me what is the best way to sell, I 100% of the time tell them 3P relationship and use your direct to consumer ecommerce team to manage. No price issues with channel, you manage inventory….better advertising vehicles, use your multiple images to show off A+ content and make much more $ per unit sold and……you get the end-user customer info :)

    11. Ray says:

      Fyi to anyone serious about selling on Amazon Vendor Central. Get your facts directly from your Amazon buyer like I did. I found this site on a google search and I can assure you that information regarding the vendor program is incorrect. People get your facts straight from the horsed mouth and not from sites like this if you are serious about making a decision like this. Won’t be back…

      • Dave says:


        Please share the “correct” facts regarding Vendor vs Seller central. Very interested as I am deliberating on this decision myself.

      • Augustin Kendall Augustin Kendall says:

        Hi Ray,

        Thanks for pointing out our inconsistencies. We’ve updated the post to reflect those points.

    12. Danny says:


      first of all, thanks for this post. We received recently an invitation to become a vendor. But reading through several forums and blog entries, brought up many doubts if we should accept or not. Maybe there is someone who can answer me a few questions.

      1. Is there anyone with first hand experience and can provide a roughly value of price decrease vendor-to-seller? Approximately?

      2. Can we switch back to a normal seller account if we do not like the vendor thing? If we can, will the metrics and keyword performance remain the same like before, or do we need to start from the bottom again? At the moment we are amongst the top 3 for most of the keywords related to our product.

      3. What will happen if we decline the offer? Will Amazon “blacklist” us?

      Any help is really appreciated. Maybe there is someone with positive experience also, I have the impression that the opinions are 90% negative and 10% positive.

      Thank you very much.

      • Gary J says:

        Oh my god. We are very happy with Seller Central, but hated Vendor Express. It was by far our worst Amazon experience. We had a problem with our listing and it took over a month for them to fix. That is, if you could call finally de-listing the product with them as “fixed.” We desperately wanted it de-listed because Vendor Express was such a terrible deal. I swear the people over there do not speak English because I am still getting emails regarding the matter –got one this morning, in fact.

        Listing our product with Vendor Express destroyed our sales, too. Amazon did not order any kind of reasonable inventory. Basically, they ordered inventory from us only after they made sales. And here’s the kicker: they took the Buy Box and then listed the product as “Out of Stock.” Then they take orders for when the inventory is available, ie. after they order from us and then receive the product from us.

        It sucked. Not only did it destroy our sales, but we had other listings that suffered as well because they were related products.

        Did I mention that you don’t get paid for 90 days? Talk about a horrible deal. We lost thousands of dollars in sales.

        …and your customers, I mean Amazon’s customers, won’t love it either. Most likely, they’ll blame you.

      • Julie says:

        Interested to know these questions as well! We have been invited twice now to switch to vendor central. We declined about 6 weeks ago and now they have come back again…. sweetened the pot to 30 day terms with no fees and same fees as seller central. But we have never read anything positive about making the switch! In fact, it petrifies us when we are doing sales consistently of 100k a month on seller central. Why should we switch? Will they blacklist you?

        Anyone with any advice would be so appreciated!

    13. Deb says:

      I would like to know the answer to Dannys questions too as we are in the same position

    14. Sydney says:

      I’m currently set up as an Amazon Vendor (Vendor Central) and i’m looking into switching to 3P. Does anyone know if you can have accounts on both Vendor Central and Seller Central at the same time? I haven’t been able to get a straight answer from VC (stuck in the endless circle of opening cases in VC with no legit answer).

      We are having a terrible time controlling price on Amazon Vendor Central – lowered our wholesale prices, but the retail doesn’t come down. Also, they just deactivate items whenever they feel like it, and we don’t get fill orders for the ASINs – they just show up as “out of stock”.

      I see an earlier mention of hybrid accounts – how does this work? Is that just setting up an account on both VC and SC?

      • Kirsten says:

        Great question. I was wondering the same thing, and that’s exactly why/how I found this site. Someone told me they won’t like it. Someone suggested that I “white label” my own product (sell it under a new brand) and open a Seller account and then do both. Kind of like someone mentioned in one of the previous comments.

        • John says:

          Did you have any success with this process? I’m attempting to transfer from VC to FBA as well. Your advice and experience around this process would be very helpful. Thanks in Advance!

      • Eamon says:

        Hey… so I am working with someone that has had to say the least major issues with VC. They would now like to move from VC back to their existing SC account. Or to be more transparent would just like the inventory under VC to go back to their SC account and manage everything under their existing SC account before VC reached out to “take everything over”.

        Does anyone have advice or know how to go about doing this as quickly as possible if at all possible?

        • John says:

          Hey Eamon,

          Did you have any luck with this? I would like to transfer from VC to FBA as well. Your thoughts would be super helpful. Thanks in Advance!

        • John says:

          Does anyone know the process or switching from a Vendor Central account to an FBA account? I have read that you need to create all new ASINs and sell down your old stock as Out of Stock? If this is true, I’m worried about losing my product reviews and ASIN rank. Any help with this would be appreciated. Thanks in Advance!

      • Deniz Olmez says:

        Long story short.. yes it’s possible..Also there are some advantages in vendor central, you might consider to use them if you consider to be ONLY a seller

    15. Jane says:


      I am a ew seller – what discount does Amazon buy at for wholesale? 50%?
      versus If I was a Prof Seller myself? Which is better for someone starting out?
      Any help or advice is deeply appreciated. I am confused :-)
      I have 1,000 self published books that I want to sell. Thanks!

    16. Dale says:

      Hi, Am I correct to think this information is now outdated with the introduction of Vendor Express? It seems to me that a number of points in the original blog are no longer correct though I assume it is correct for Vendor Central.

      Cheers, Dale

    17. brian wilkinson says:

      personally VC was worth it in the beginning, but as we have gone on, we restrict how much we sell to them, they are to be brutally honest hopeless, they do not care or have the slightest interest in their vendors

      The contact us facility again is hopeless this is answered by a handling house in India, who don not seem to understand th edifferrence between

      “the Ivory item is listed as white & vice versa” please the ASIN X & Y have the colour descriptions swapped round

      so they swap both to white, “no no that is wrong, again etc etc

      So they swap them both to ivory no no etc etc

      so they swap them back to ivory

      Basically this went on for 8 months, so i pulled the product, and we sell much more else where, on many other sites, now Amazon are not pulling the rung under everyone else re RRPs

      They return items over 5 years old, that we discontinued 3 years ago, they return other companies products & debit us

      Their system (based on oracle) has so “messed about with” over the years it regularly kicks up weird errors, our products keep being listed in German, Spanish, Italian etc on the site

      Orders delivered sometimes years ago , but normally weeks & months ago, we get notifications of PO cancellations, because they have not been delivered, this is a system fault, that they cannot fix, and although these “failed deliveries” are NOT, they then proceed to down mark your performance due to these none deliveries

      I do not list new products with them, and when they order say 50 items we limit it to 10, as they will send 40 back in 5 days although they have to wait until 30 day to return unsold items, then when they do they order exactly what they are returning at the same time!!!


      Take my advice do not respond to invitations to join keep control as a seller, we have set up another company selling on the market place, we sell 60% more than as a vendor due to Amazons incompetence.

      One of the big problems with their “Full fulfillment centres is the staff are treated like cattle so they act accordingly the amount of theft etc, i mean we get PODs signed for by “Elvis” “Zebadi” “queenie” “basil brush” and it goes on

    18. Bere Rojas says:

      Unfortunately I had a terrible treatment and theft by Amazon Seller Central and do not want to have any relationship with Amazon.

    19. Bere Rojas says:

      Unfortunately I had a terrible treatment and theft by Amazon Seller Central and do not want to have any relationship with Amazon .

    20. Kelly says:

      We are an Amazon Vendor and are trying to raise prices of some of our items due to price increases we have taken from our vendors. Amazon will not let us do this and rejects any price increase we submit. Here is their response:

      Hello Vendor,

      Thank you for contacting us.

      We are sorry but at this time we are unable to accept this cost due to its impact on Amazon’s profitability. We would be unable to carry this item if we accepted your proposed cost.

      Possible Steps you might take:
      1. Discontinue selling these items with Amazon so you stop receiving purchase orders.
      2. Reduce your cost further so that it might be within the acceptable limits. However, we cannot assure you that the costs would definitely be approved.
      3. Make your products obsolete or out of stock for time being till you can provide it at original cost 4. Continue selling these items with Amazon

      Please let us know how you want to proceed. We are very sorry for the inconvenience incurred.

      We are leaving this case open for 24 hours.

      Thanks and have a nice day!

      Best regards,

    21. MeloDee says:

      My small US company had a Seller account, then an FBA (Fulfillment) account and then a Vendor Account.

      After 10 weeks with Vendor, I will revert to an FBA account and cease dealing with Vendor. I don’t get paid on time. Minimum Order Quantities are not respected. Support is atrocious. What Wal-Mart did in the real world, Amazon Vendor is doing in the online world.

      I would even abandon FBA, but at least with FBA I get paid quickly, set my own prices and shipping doesn’t require me designating a PT person to manage. With FBA I can sleep at night. With Vendor, I am up all night trying to make sense of deductions, penalties, lack of payments and a couple dozen purchase orders going to a couple dozen obscure locations with single items to each, not case quantities.

      “Vendor” has a dark side. Do the deal with the devil and don’t be surprised when you find yourself in hell.

      • J says:

        Can you follow up regarding not being paid? We have a substantial amount of money that is suddenly being “held” after never having an invoice go past due. We wanted to know if you received any resolution as we are also being bounced around with the canned responses of “we have escalated this to the appropriate team” and “we require 2 more business days to look into this”

    22. Exceptional Service says:

      Hello all,

      Thank you for your candid responses and great info in this thread!

      We have been invited to the Vendor program and are tight on cash flow and concerned about the first order. Things are in the early stages of discussion. The rep says they would likely pay in the region of 30% of retail price, and that they seem to have the power to change their minds after receiving the inventory if it is not selling rapidly and send back as much as they want. This is for the amz dot com site.

      Can anyone confirm if after an initial order meant to cover a 3-4 week period if amazon tried to not only with hold payment, but send back inventory?


    23. Aggie says:

      It is important to know for new vendors that Amazon requires all new vendors to test their EDI documents from inside the Vendor Central Portal. Core documents that AVC requires are 850-Purchase Order, 855-PO Acknowledgement, 856 – ASN, 810-Invoice and GS1 – 128 Label. If you need more information on how to pull orders from your customers and push them into your ERP system without a need to re-key any data, please do not hesitate to contact me.

    24. Steve Yde says:

      Is it possible as a AVC 91p) company to also set up a ASC (3p)?

    25. Matthew says:

      Hi Everyone,

      We currently operate a Vendor central account and have never had a seller central account. My question is if it is possible to create a seller central account while we still have a vendor account. Is it against amazon’s policies to have both a vendor central and seller central account?

      • Trinity Hartman Trinity Hartman says:

        You can have both Vendor Central and Seller Central accounts, but you can’t sell the same products in both.

        • Latimer says:

          Where do you get this policy Trinity? why not allowed to sell as both 1st & 3rd party? Others say we can do so. please point me in the direction of your source for this info.


          • Latimer says:

            referring to selling same vendor products in both vendor and seller central accounts.

            • Trinity Hartman Trinity Hartman says:

              I was referring to products on the ASIN level. You cannot sell the same ASIN on Vendor Central and Seller Central.

            • Latimer says:

              but that doesn’t tell me where you got this policy from? can you quote the policy from amazon or point in direction to the source?

            • Trinity Hartman Trinity Hartman says:

              I would recommend that you take a close look at your Vendor Central agreement. Typically, the agreement does not allow you to sell the same products on both Vendor Central and Seller Central. But we all know that some sellers and vendors have negotiated other agreements with Amazon. If you sell on both places, we would love to hear more about how you made that happen!

    Leave A Comment

    Subscribe to our newsletter!

    The best of the blog, once a month.

  • A+ Content Examples

    Your product pages, redefined.
    See what enhanced content can do for you.

  • Latest Tweets

    Follow content26 on TwitterFollow us @content26

    Copyright © 2017 content26, LLC