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Amazon Vendor Central v/s Amazon Seller

Amazon Vendor Central Vs Amazon Seller Central

Are your products selling like hotcakes on Are you being on the horns of a dilemma, between the two CENTRALS? This blog puts together all the facts which will help you to decide whether or not, it’s worth making the switch from Seller Central to Vendor Central.     
We, Evantage store have over 4 years of experience helping consumer brands with their product pages on Read more about & look into what we do and how we can help.

So Which “Central” should you give priority to??
Well if we talk about Selling on Amazon Vendor Central then let me tell you that, it is a completely different way of interacting with Amazon and your customers both.

You’ll go from merchant to distributor. Making this switch will bring about changes in your ability to control your brand presence, how you interact with customers, and also your content.

Before getting into the nitty-gritty, let’s define

  1. What is Amazon Vendor Central?
  2. What is Amazon Seller Central?

This is an overview to what each provides as well as offers.

What Is Seller Central?

When any merchant wants to manage or view their orders, then Amazon seller central acts as a web interface. Well, if you sell via Amazon seller central then you will be considered as a marketplace or third-party seller.
If we talk about marketplace seller, they have different options for managing your virtual storefront. Amazon has a whole pay-as-you-go system for every individual seller as well as for all pro merchants. Where 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 used by manufacturers and distributors as a web interface. If you sell via Vendor Central, you will be considered as a first-party seller. You will be considered acting as a supplier, selling in bulk to Amazon. Registration on Vendor Central can be done 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 Vendor Central v/s Seller Central account:

comparison vendor and central.PNG
Amazon Vendor Central Pros

Boost up consumer’s Confidence:

When you sell your products as a first-party seller through Vendor Central will eventually boost up the confidence of your customers. Having your products sold through Vendor Central means that, as far as shoppers are concerned, your product is being simply “sold by Amazon.” That seal of approval can build up trust and loyalty of all your shoppers which will result in increase of your sales, that won't be possible if you would have sold your products as a third-party merchant.

Marketing Tools

Squee, if you’re selling through Vendor Central you can participate in all the promotional programs of Amazon such as Subscribe & Save (Amazon’s subscription service). There are various other things that you are eligible for, such as, Amazon Vine, in which your product is sent to top reviewers before it ever hits the shelves. Well, talking about consumers, they value what other consumers have to say far more than they do advertisements.

A+ Content
Enhanced Content is what Amazon refers to as A+ content. Only vendor central allows “Enhanced Content”.  How does Amazon A+ Content Writing Services help sellers selling on Amazon to boost up their sales?

What is exactly this A+ 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 have proven itself to be a great help when it comes to merchants forecast demand. In case if you want a similar level of insight through Vendor central, then buckle up to pay for Premium Analytics reports. In addition to this make sure before switching, as Amazon doesn’t give all its suppliers the option to purchase Premium Analytics reports.

Invite Only
Amazon is the host of the party, until and unless it won’t invite you in, you cannot become a supplier, and won’t have the option of using Vendor Central. Vendor Central is an exclusive, invite-only affair.According to Amazon, “you can always request your Amazon buyer to send you an invitation,” but there are no guarantees, you can’t blame anyone at the end, you are on your own.

With Vendor Central, your products are supplied all over the United States using Amazon warehouses.This can be a little tedious and may also require more oversight and coordination. In addition to this Amazon also assesses storage fees if products sit on the shelves for too long.

This was all about the two “Centrals”. So choose between two, wisely.

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