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Making the Most of an Amazon Seller Central Account (as a Vendor)
July 30, 2019

An Amazon Vendor Blackout.

That’s what the term the media has widely used when referring to the recent high volume of vendors who did not receive their regular vendor account (POs) purchase orders.

The resulting reports of a widespread Vendor account shut down for accounts not doing significant volume were enough to scare many, especially those counting on Amazon as their primary retail channel.

While we’ve already seen the reinstatement of some accounts and are still investigating it’s clear there’s a seeming push by Amazon to self-service.

This is good news for those of you willing to diversify within Amazon both with an Amazon Seller Account and Amazon Vendor Account

The bottom line is that a calculated hybrid approach to Amazon Seller Central and Amazon Vendor Central can accelerate your success. 

There are many advantages to going direct to consumer with Seller Central. So if you find business slowing down, here’s how to make that shift successfully.


Making the Most of an Amazon Seller Central Account

Get yourself brand registered as a third-party marketplace seller and you suddenly have access to a variety of tools you’re used to paying for that are now FREE.

This includes vital information like the three most clicked on ASINs affiliated with a keyword and the related percentages, a search by customer feature for keywords, and insight into how popular a keyword is in comparison to others.  

This is a feature that can cost upwards of $30,000 annually. 

It’s not all roses though because many of the advanced analytics you were used to are gone. Top-sellers, cross-selling, category, and other profitable data isn’t available through the free plan.

Fortunately, some third-party apps are filling in the gap.

AMZInsight offers everything from best-selling keywords and insight into competitor’s strategies with a ‘Spy Tool’ tracking sales to vital tools like price tracking and revenue projections.

Sonar by Sellics offers reverse ASIN searches as well as keyword searches that you can use to cross-check your keyword research for FREE, so there’s no additional cost to your business.

SEO Chat can help you handle keyword optimization simultaneously between multiple platforms, including Google, Amazon, YouTube, and Bing, an awesome multi-tasker.

Helium10 offers all-in-one tools perfect for Vendors turned Sellers, from inventory protection to account alerts against hijackers and multiple different ways to conduct keyword research and countless other priceless analytical data (including competitor info) at a fraction of the price.


Making the Most of an Amazon Seller Central Account

Okay, the bad news first. You now have new costs associated with referral fees, a monthly subscription fee, high volume fees, and selling fees, and FBA fulfillment, storage and other fees.

But the upfront costs can sting a lot less if you’ve had to cut the price of your products due to competitor prices threatening POs in the past. With new freedom, you can base your prices on your own market research and make price changes whenever needed to move inventory. 

Calculating and creating a price that reflects your new costs while remaining competitive can give you an advantage you would not have had with Amazon dictating your pricing structure. Take the freedom and run to bigger profit margins.


Making the Most of an Amazon Seller Central Account

Yes, now you are the point of contact with product-related questions and concerns over returns. 

You also are expected to perform at certain Seller performance targets for every product. Read more about that here, but here’s the list:

  • Order defect rate: < 1%
  • Pre-fulfillment cancel rate: < 2.5%
  • Late shipment rate: < 4%

Negative reviews are also counted against you more harshly.

But instead of getting scared about the potential ramifications of not meeting these standards, you can see it as a chance to have more direct control over the customer service process.

By creating a proactive plan to respond to customer questions, returns concerns, and other related issues with products, your account’s reputation is likely to improve. A little bit of preparation can create a big opportunity for a buying experience that will make them more likely to return.


Making the Most of an Amazon Seller Central Account

Waiting for purchase orders proved to be a major source of stress for many Vendors recently, and as a seller, this reliance on a PO just doesn’t exist.

This can be stressful, in that you are not guaranteed any measure of sales. But it can also give you the freedom to forecast according to your own business’s needs (and profit margins).

Without POs to worry about, you get to decide whether taking a risk on a new or returning product (or boosting inventory levels on current best-sellers) is going to pay off.

Keeping track of KPIs like gross profit margin, inventory turnover, cash flow forecast, among many other operational considerations will help keep you on the right track.

Making this transition requires an extensive strategy that typically only comes with experience.


So it makes complete sense that switching from a Vendor to a Seller account to sell your products, even partially, is a daunting process that can make you feel overwhelmed.

Fortunately, our Amazon specialists can help you shift your focus to the continued (and increased) success you can enjoy with Velocity’s tried-and-true systems for a hybrid vendor/seller central approach that has delivered dependable results time and again.

Schedule a free consultation session here for no-obligation advice from our professional Amazon experts. 

Because there are many benefits to be had for your bottom line by proactively embracing change. Let’s reach your full potential on Amazon together.

To your success!


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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.

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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

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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.

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Director of Logistics

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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.

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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.

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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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