What is Amazon Vendor Central?
There are two ways to get your products selling on Amazon: as a seller (also known as third-party or 3P) or as a vendor (first-party or 1P).
Amazon Vendor Central 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 is a platform you need to be invited to by Amazon directly. If you use Vendor Central you become one of that messenger suppliers, so Amazon basically sends you purchased orders for what they want to buy from you then you send the requested products to Amazon and then Amazon pays you. So with a vendor, you are not selling to Amazon’s customers basically the people who shop on Amazon you are selling to Amazon directly.
Vendor Central can be an attractive option. It gives businesses a way to get their products on Amazon, with none of the hassles of selling direct to consumers. It’s much simpler than Seller Central, but it does still have challenges. Common downsides include harsh contract terms, low prices, and unexpected additional costs.
Vendor Central is an invitation-only platform so you can’t simply apply to sell there. There has to be an invitation from Amazon first.
Why Would Amazon Invite You on Vendor Central
Why would Amazon invite a business to sell on vendor central, when there are millions of products already available? Well, there are new products being created all the time as well as existing brands with poor availability on the site. Amazon has Vendor Recruitment Team around the world whose job is to find new brands and products to sell.
Amazon sends vendor central invites to many different types of business, including;
- Existing brands with strong demand from shoppers.
- Marketplace seller who is doing exceptionally well with their own products.
- Exhibitors at trade shows and fairs with attraction products.