Seller Central vs. Vendor Central: The Benefits

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Amazon offers unremitting potential when it comes to selling products – it’s evident from the 300 million accounts of customers registered to the platform. The retail giant offers several powerful tools and programs to help sellers and affiliates boost their sales and commissions, making it an attractive marketplace for everyone.

Amazon allows businesses to sell their products in two ways: through Amazon Seller Central and Amazon Vendor Central. Oftentimes, new sellers and vendors are confused as to which option will best suit their needs and provide the exposure required to meet their sales and marketing goals.

Here is the lowdown on Seller Central and Vendor Central, along with their benefits, to help you pick the best option for your business.

What is Amazon Vendor Central?

Designed for distributors and manufacturers, Amazon Vendor Central is for first-party sellers that want to sell in bulk to Amazon. It is an invite-only wholesale program and products from vendors are listed as Sold and Fulfilled by Amazon.


  • Vendor Central Platform Accessibility: You get access to seller and marketing promotions, along with control over shipping options and listing options.
  • A+ Enhanced Content: These A+ detailed pages drive more traffic to products, increasing chances for conversions.
  • Access to Amazon Marketing Services: You can leverage from Amazon Marketing Services, in addition to Sponsored Product Ad campaigns, providing you more options in terms of paid searches through targeted banner ads.
  • High Volume of Sales: This method provides the opportunity to sell your products in large volumes.
  • Badge: You get the Sold and Fulfilled by Amazon badge that allows shoppers to recognize that your products are verified and approved by Amazon, leading to a higher number of purchases.

What is Amazon Seller Central?

Dedicated to catering to merchants and brands, Amazon Seller Central allows businesses to market and sell their products as a third-party seller. When you register to a Seller Central account, you have two options at your disposal. You can choose the Fulfilled by Amazon (FBA) program in which Amazon handles shipping, returns, and customer service for all your orders. The other option lets you handle all these roles on your own.


  • International Sales: There are no limitations in terms of geography or demographics – you can sell your products to the world.
  • Anyone can Register: Unlike Vendor Central where invitation is required, anyone can set up an account and sell products through Seller Central.
  • Facilitation through FBA: You can allow Amazon to pack and ship your products to customers for a small fee. It will even handle customer service and returns for you.
  • Free Analytics: You can take advantage of powerful analytics tools, allowing you to improve your offerings and product listings.
  • Complete Control: Perhaps the biggest benefit is that you are in control of when, how much, and to whom you are selling your products. You can set the pricing and profit margins, allowing you to have better ROI.
  • Type of Seller: You can decide whether you sell as a Professional or Individual – it will have a direct impact on your sales and fees.

At the end of the day, choosing between Vendor Central and Seller Central largely depends on your business model. If you operate on a retail level and sell individual products, it’s best that you opt for Seller Central. For companies operating as wholesalers, Vendor Central is the way to go.

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