Amazon Seller & Vendor Central

Amazon Seller Central is the web interface used by brands and merchants to market and sells their products directly to Amazon’s customers. If you have a Seller Central account, you’re considered a marketplace or third-party seller.

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.

Seller Central

• 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

Vendor Central

• Invite only
• Sell to Amazon
• Fixed logistical options
• Traditional payment terms
• Amazon controls retail pricing
• Multiple advertising options
• Traditional sales process
• A+ content