Amazon Seller Central is the web interface used by brands and merchants to market and sells its products directly to Amazon’s customers. If you have an Amazon 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 order yourself or you can allow Amazon to handle this for you by enrolling your products in the Fulfilled by Amazon or “FBA” program.
Therefore, Some brands also use Seller Central as a tool to control the messaging of products not being sold via Vendor Central.
“Unless brands have absolute control over their supply chain, oftentimes they will discover their products being listed and sold on Amazon by unknown sellers. Having a Seller Central Amazon account is a great way to control the messaging of those products,” says Wes Grudzien, founder of Economy
The Short List :
Here’s a side-by-side comparison of the differences between having a Vendor Central and a Seller Central account:
- Open to anyone
- Sell directly to Amazon’s customers
- Flexible logistical options
- Quick payment terms
- Brand controls retail pricing
- Limited advertising options
- Complex sales process
- Enhanced Brand Content
- Invite only
- Sell to Amazon
- Fixed logistical options
- Traditional payment terms
- Amazon controls retail pricing
- Multiple advertising options
- Traditional sales process
- A+ content
Amazon Seller Central Cons :
Fulfilment Costs: Oftentimes the shipping and/or fulfilment costs limit your ability to sell low-priced items on Amazon. At the time of this article being written, the minimum fulfilment charge for non-media FBA items is $2.41, not including Amazon’s commission.
Lower Sales: 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.