If you’re a growing brand on Amazon, you’ll eventually face a major strategic choice:
Do we sell through Vendor Central or Seller Central?
On the surface, both let you get your products on Amazon.
But the differences in pricing, control, marketing, and logistics can dramatically affect your growth, profitability, and long-term success.
This guide breaks down:
✅ The core differences between Vendor and Seller Central
✅ What kind of brands should choose each
✅ The pros and cons of each platform
✅ How to implement a hybrid model (and when it makes sense)
🧾 What Is Vendor Central?
Vendor Central = You sell your products to Amazon (1P model).
Amazon then sells them to customers.
This is the platform used by wholesalers, manufacturers, and large brands.
You get a PO (purchase order), ship your inventory to Amazon, and they handle pricing, shipping, and customer support.
You’re listed as: “Ships from and sold by Amazon.com”
🛒 What Is Seller Central?
Seller Central = You sell directly to customers on Amazon (3P model).
You control pricing, inventory, and marketing. You can fulfill via:
- FBA (Fulfillment by Amazon)
- FBM (Fulfilled by Merchant)
You’re listed as: “Ships from and sold by [Your Brand Name]”
⚖️ Key Differences
| Feature | Vendor Central (1P) | Seller Central (3P) |
|---|---|---|
| Product ownership | Amazon owns inventory | You retain ownership |
| Pricing control | Amazon controls pricing | You control pricing |
| Payout timeline | Net 30–90 (PO terms) | Real-time via settlements |
| Brand control | Limited control over copy/images | Full control over listings |
| Analytics access | Basic (limited insight) | Full analytics via Brand Registry |
| Promotions | Through Vendor Services | Sponsored Ads, Coupons, etc. |
| Customer data | Not available | Limited but usable |
| Account support | Vendor manager (if assigned) | Seller Support (and partner tools) |
✅ Pros of Vendor Central
✔️ Sold by Amazon = Trust boost
✔️ Can help large brands scale quickly
✔️ Handles logistics and customer service
✔️ Often preferred for national retail partners
❌ Cons of Vendor Central
❌ Loss of pricing control
❌ Unpredictable POs and purchase volume
❌ Harder to launch new SKUs
❌ Delayed payments
❌ Difficult to exit once fully onboarded
✅ Pros of Seller Central
✔️ Full pricing and content control
✔️ Direct-to-consumer insights
✔️ Faster payments
✔️ Easier testing of new products
✔️ Access to Amazon Ads, Stores, and attribution tools
❌ Cons of Seller Central
❌ You handle customer service (FBM only)
❌ Requires in-house ops or 3PL
❌ May be perceived as less “official” without the Amazon-sold badge
❌ More competitive Buy Box environment
💡 Who Should Use Vendor Central?
Vendor Central is ideal if:
- You’re an established brand with large-scale B2B operations
- You’re ready to trade margin for reach
- You have high purchase order volume
- You want to sell to Amazon like a wholesale account
💡 Who Should Use Seller Central?
Seller Central is ideal if:
- You want control over pricing and branding
- You’re building a DTC-first Amazon strategy
- You need agility to launch and scale SKUs quickly
- You care about access to data and advertising tools
🔄 When to Use a Hybrid Model
Many brands are now combining both:
- Use Vendor Central for best-selling, high-volume SKUs
- Use Seller Central for new launches, bundles, or pricing-sensitive products
- Use Seller Central as a backup in case POs drop or listings get suppressed
A hybrid strategy gives you reach + control — and builds resilience.
📈 Real-World Example
A CPG brand started 100% Vendor Central.
When Amazon stopped sending POs for a key SKU, their sales dropped 70% in one week.
They onboarded to Seller Central:
- Relaunched the SKU with FBA
- Took control of pricing
- Rebuilt organic rank and PPC campaigns
Result: Revenue recovered within 3 weeks — and they kept both accounts active moving forward.
Final Thoughts
Vendor Central and Seller Central both have advantages — but they serve different business models.
If you’re early-stage, Seller Central gives you agility.
If you’re scaling wholesale with strong ops, Vendor Central can unlock volume.
In 2025, the smartest brands use:
✅ Seller Central for control
✅ Vendor Central for reach
✅ A hybrid model for balance and flexibility