What is Vendor Central?
It 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.
Amazon Vendor Central Benefits
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.
Expanded Advertising Opportunities
Amazon Marketing Services (AMS) gives brands a powerful tool with multiple options for getting their products in front of shoppers. AMS allows vendors to drive demand with keyword-targeted ad campaigns designed to increase traffic to Amazon product pages. While both sellers and vendors have access to AMS, users have more robust options when it comes to running AMS ad campaigns.
Easy Business Model
The process of “doing business” with Amazon is simpler through Vendor Central than through Seller Central. As a vendor, your primary focus is on filling purchase orders, billing, and avoiding chargebacks. As a seller, especially utilizing FBA, you will be responsible for sales reconciliation, lost inventory, and taxation liabilities.
Content and Other Marketing Tools
If you’re selling through Vendor Central Amazon offers vendor the option to create enhanced content via Amazon A+ Detail Pages. You also can participate in promotional programs such as Subscribe & Save (Amazon’s subscription service) and 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.
Vendor Central Cons
Amazon does not strictly follow the Minimum Advertised Pricing (MAP) guidelines from manufacturers. Amazon can and will adjust retail pricing at any time based on internal data.
Amazon has very specific and rigid guidelines for filling their purchase orders. Vendors that struggle with maintaining stock and/or quickly fulfilling orders open themselves up to significant chargebacks.
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