What is Seller Central?
Seller Central – Amazon’s site for third-party merchants to manage their items being sold on Amazon’s marketplace.
Amazon Seller Central is the web interface used by brands and merchants to market and sell its products directly to Amazon’s customers. If you have a Seller Central account, you’re considered a marketplace or third-party seller.
As a marketplace seller, you have two options for fulfilling the orders you receive from Amazon’s customers. You can handle the shipping, customer service, and returns for each individual order yourself or you can allow Amazon to handle this for you by enrolling your products in the Fulfilled by Amazon or “FBA” program.
Some brands also use Seller Central as a tool to control the messaging of products not being sold via Vendor Central.
Amazon Seller Central Pros
Seller Central provides you with significant amounts of consumer data at no charge. As a seller, you have access to Amazon customer data that can be used for multiple purposes. While it is strictly prohibited to remarket to Amazon’s customers, that data can be used to better understand who is buying which products and where.
As the seller, you have the ability to control retail pricing so you are able to maintain established retail pricing for other channel partners. Also, you are able to automatically match your competitor’s pricing to stay competitive.
Often, manufacturers discover that their retail partners and/or unknown 3rd Party sellers list and sell bundles or older versions of their products without consent. Typically these listings have limited content and images. The only way to control these unauthorized listings is through a Seller Central account that has been enrolled in Amazon’s brand registry program.
Amazon Seller Central Cons
Often times the shipping and/or fulfillment costs limit your ability to sell low-priced items on Amazon. At the time of this article being written, the minimum fulfillment charge for non-media FBA items is $2.41, not including Amazon’s commission.
Studies have shown that items “Ships from and sold by Amazon.com” consistently outsell products offered via FBA or “Shipped and Sold by 3P Seller” Also if other 3P sellers were to list and sell against you via FBA, a significant percentage of total sales would be lost to those sellers. This is especially critical if you are attempting to use Amazon’s Sponsored Product Ad Tool. Your ads will only appear if you are the seller in the buy box.
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