Velocity Sellers, Inc

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Overview: Vendor Central vs Seller Central
February 27, 2018

We get a lot of questions about the difference between Vendor Central and Seller Central. We created this guide to help.

Seller Central

  • More control over pricing
    • You set the retail price.
    • The only uncontrollable factor here is if other 3rd party sellers start undercutting your price.
  • Complete control over inventory management
    • You manage your own projections and shipments
    • There are no PO’s
  • Improved sales and marketing data
    • Includes details about product page traffic and conversion rates
  • Access to more customer and purchase data
    • Access to data such as conversion rates, impressions and Buy Box %
    • Better advertising data in some cases
    • Access to customer emails and shipping addresses from order reports
      • Cannot use for direct marketing but can be used on Facebook Lookalike Audiences for retargeting
  • More control over customer experience with the brand
    • Directly manage customer service by e-mail using Amazon’s platform
  • Review follow-up campaigns
    • Provide support and request honest reviews from customers with automated follow-up emails to customers
  • Ability to use Merchant Fulfilled as method for fulfillment
    • Allows you to list your products and directly fulfill from your warehouses
    • Does not give you Amazon prime which does negatively affect performance
    • Avoids FBA fee
    • Potential for approval for Seller Fulfilled Prime (Prime shipping without using the Amazon warehouse network
      • Program where you are able to be seller fulfilled but have the prime badge
      • After trial period

Vendor Central

  • Selling Wholesale to Amazon
    • You negotiate rates and terms with Amazon
  • Net 60 or Net 90 payment terms
  • PO’s are automated by Amazon’s ordering algorithm
    • There are no guarantees of a PO from Amazon for certain products
    • These are based on past performance
  • Access to Amazon Vine
    • Giveaway program that exchanges free products to customers in exchange for reviews.
  • Access to AMS and additional ad features
    • Ostensibly better advertising rates
      • From our personal experience we have seen better pricing from Amazon on PPC bids on Vendor Central
  • No control over retail price
    • Amazon decides on the retail price and there is no way to control it as the brand owner.
  • Buy Box competitive advantage
    • Amazon manages the retail pricing for you. This means that
  • Fee advantages for certain product types
  • Advanced Retail Analytics for superior competitive intelligence when you spend extra
  • Vendor Premium Services includes an Amazon-facing account executive
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Amazon Managed Services

With over $1B in revenue driven and 60+ employees with specialized knowledge of the Amazon ecosystem, we are the experts in this space.

Peter Sims

Sales Executive & Brand Evangelist

Pete has been on Amazon for 3 years now and is very happy to found a home at Velocity Sellers. In his free time Pete is an avid hiker, runner, and bowler. He also enjoys reading any book he can get his hands on and making some tea to go along with it.

Arlind Hoxha

Creative Manager

As the Creative Manager at Velocity Sellers, Arlind leads with expertise honed over many years in creative agencies. He brings a wealth of experience guiding designers and excelling in ecommerce-focused endeavors. Beyond his professional prowess, Arlind is an avid gamer, seamlessly blending creativity and strategic thinking.

Florence Palahang

Administrative Manager

Holding a BS in Accountancy from Davao City and boasting seven years of experience as a Virtual Assistant, Florence has established herself as a valuable asset. With a background spanning 95 clients worldwide, she has found her niche at Velocity Sellers, focusing on Amazon marketplaces. Beyond work, Florence enjoys reading, crochet, and baking. Her collection of plants adds vibrancy to her mornings, and witnessing her family enjoy the outcomes of her efforts brings contentment to her universe.

Kiley Forche


An MBA graduate specializing in Finance, boasting 11+ years of expertise. Joined Velocity Seller in 2018, contributing to our growth. Outside work, treasures family time, exploring new destinations, and passionately supports Buckeye Football

Miljan Milev

Sr. Project Manager

Seasoned project manager adept in data and e-commerce projects, collaborating globally. Outside work, finds joy in traveling, cherishing moments with family and friends.

Camilla Messmer

Sr. Project Manager

University of Arkansas grad in Supply Chain Management, excelling in eCommerce project management. Enjoys baking, travel, and writing, adding a touch of creativity to every endeavor.

Zach Taylor

Director of Logistics

Zach, a graduate with a Sociology and Environmental Science degree from the University of Montana, has consistently found himself drawn to running businesses and improving business systems, logistics, and operations throughout his professional journey. In his free time, he enjoys cycling, running, and spending quality moments in the mountains with his family.

Chris Prall

Director of Advertising

A former chef turned Geomatics graduate. While studying, he delved into managing PPC campaigns for Amazon agencies and e-commerce clients, uncovering a passion for data-driven strategies. A maestro in crafting successful PPC campaigns, he’s fueled by driving client growth, from startups to 8-figure brands. Beyond work, Chris savors cooking, vinyl collecting, camping, and embracing the great outdoors

Steffanie Morrison

Director of Sales, Sr Marketplace Analyst

Steffanie brings a rich e-commerce background since 2013, selling products and advising brands. An analytical mind with degrees from Northern Illinois University and the University of Hartford, she resides in New Hampshire, relishing family moments, travel, and outdoor adventures like hiking and skiing with her husband and kids.

Eric Peterson

Director of Brand Onboarding

Master’s in marketing, film degree from Minnesota State University-Moorhead. At Velocity Sellers, he crafts brand value, excels in client service, and loves problem-solving. An advocate for animal welfare, he enjoys cooking, classic movies, and time with his dogs.

James Dee

Director of Brand Management

Over 20 years in e-commerce mastery, specializing in Amazon. Proven brand builder and business owner. Outside the office, a proud parent to five, including a Division 1 soccer player. Enjoys family time, the outdoors, and all things soccer.

Lisa Zajdel

Executive Director

Results-Driven Executive Director. With two decades of expertise in merchandising and retail, including a successful tenure as Kohl’s Private Label Buyer & E-commerce Manager, Lisa brings over 14 years of invaluable experience on Amazon. Her dedication to delivering results is unparalleled, ensuring a strategic, seasoned approach to optimizing your business for success.

Andrew Warner


Andrew Warner, Velocity Sellers’ CFO, occupies a central role in our financial triumph. His sharp fiscal oversight guarantees our operational efficiency, ultimately empowering our team to deliver unparalleled services to a global clientele, consistently setting high standards in the industry.

Jake Schwarzbaum​


As the Co-Founder and CEO of Velocity Sellers, Jake Schwarzbaum co-launched the company while supporting his father, Nathan, during leukemia treatments. His dedication to helping brands succeed on Amazon, without relying on automated systems, drives Velocity Sellers’ commitment to excellence.


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