Key takeaways

  • Seller Central gives you more control
  • Vendor Central means Amazon buys from you
  • Many brands use both for different products
  • The right choice depends on margin, control and team

Seller Central

You sell directly to shoppers. You set prices, manage stock and often handle shipping, or use Fulfilment by Amazon.

  • Pros: price control, direct data, faster start.
  • Cons: more work, you carry stock and ad costs yourself.

Vendor Central

Amazon buys your products wholesale and sells them. It is by invitation in many cases.

  • Pros: less daily work, access to some programmes.
  • Cons: less price control, margin pressure, longer payment times.

How to decide

  1. How much control do you need over price and brand?
  2. Do you have a team to manage listings and stock?
  3. What margin can you accept?
Good to knowMany brands run both: Vendor for stable bestsellers, Seller for new or niche products.

Getting help

We support both models. In a first call we can look at your numbers and suggest the better fit.

Stefano Puddu
Stefano Puddu & the Ecom Partner teamAmazon Europe growth partner · Barcelona, Spain