Velocity Sellers, Inc

Velocity sellers logo
Amazon Vendor Central vs Seller Central: Why to Switch
April 12, 2024

Amazon Vendor Central is a crucial aspect of the e-commerce landscape. It facilitates a one-p relationship where manufacturers wholesale their products to Amazon, which then sells them on their behalf. Conversely, Amazon Seller Central enables individuals to sell products directly to customers.

As we begin our exploration, it’s clear that Amazon Vendor Central is key for manufacturers. It offers access to Amazon’s extensive reach and distribution network. However, understanding the differences between Vendor and Seller Central is paramount for maximizing success in the ever-evolving realm of e-commerce.

Reasons and Tips For Making a Switch

The transition from Amazon Vendor Central to Seller Central is a strategic move that requires careful consideration and planning. Vendor Central lets manufacturers wholesale to Amazon. Seller Central lets individuals control sales and directly engage with customers. However, recent trends have highlighted challenges within Vendor Central, prompting many businesses to explore the advantages of Seller Central.

One of the primary reasons for making the switch from Vendor to Seller Central lies in the limitations and challenges faced by vendors. Over time, sales on Vendor Central may plateau, hindering growth and limiting opportunities for new product introductions. Vendor Central often cherry-picks product assortments, which can stifle a manufacturer’s growth. Their reluctance to accept cost increases can also harm profitability. Excessive chargebacks and non-compliance with minimum advertised pricing add to these issues, prompting businesses to look for alternatives.

Despite the potential benefits of Seller Central, transitioning from Amazon Vendor Central to Seller is not without its challenges. Pricing errors, particularly those triggered by significant price increases, can temporarily disrupt product listings and impact visibility. To mitigate these risks, businesses must adopt a strategic approach, gradually adjusting pricing and ensuring alignment with their long-term objectives. Additionally, transitioning data from Vendor to Seller Central requires meticulous attention to detail to ensure consistency and accuracy across both platforms.

How To Switch From Amazon Vendor Central To Seller Central?

So, what are the steps involved in making this transition? The process starts with a thorough cost analysis to confirm the switch from Amazon Vendor Central meets your business goals and financial objectives. It includes comparing the costs and potential profits of Amazon Vendor Central and Seller Central. This comparison considers factors like wholesale prices, MSRP, seller fees, and fulfillment options.

Once the cost analysis is complete and you decide that moving to Seller Central is beneficial, the next step is developing a phased migration approach. Instead of stopping all orders on Vendor Central simultaneously, which might disrupt cash flow, it’s better to transition to Seller Central gradually. This involves identifying groups of ASINs to move in stages, considering factors like inventory levels, sales rates, and cash flow.

During the transition, it’s essential to maintain inventory levels and ensure the continuity of product listings across both Amazon Vendor Central and Seller Central. This involves meticulously transferring data points such as country of origin and dimensions to avoid data errors and maintain listing accuracy. Additionally, it’s crucial to plan for fulfillment options, including FBA (Fulfillment by Amazon) and FBM (Fulfillment by Merchant). Strategic management of inventory replenishment is necessary to prevent stockouts and minimize disruptions in sales rank and BSR.

Overall, transitioning from Amazon Vendor to Seller Central requires careful planning, analysis, and execution. This minimizes risks and maximizes opportunities for growth and profitability. By following a structured approach and leveraging insights from industry experts, businesses can successfully navigate the transition complexities. This positions them for long-term success on the Amazon platform.

Should Your Amazon Vendor Central and Seller Central Accounts Compete?

It’s crucial to strike a balance and avoid competing with yourself. While it may seem tempting to synchronize inventory and pricing across Amazon Vendor Central and Seller Central, this can lead to complications and undercutting your sales.

Instead, consider adopting an Indiana Jones-style approach, carefully timing the transition of products from Vendor to Seller Central. However, it’s essential to prioritize cash flow management during this period. Moving from receiving extensive checks from Vendor Central to waiting up to two weeks for payment from Seller Central can create cash flow challenges. Therefore, businesses should plan accordingly and ensure they have sufficient reserves to cover any gaps in income.

Regarding inventory management, it’s advisable not to sell the same ASINs simultaneously on both platforms. This can lead to pricing conflicts and confusion for customers. Instead, a phased approach to transitioning inventory should be developed, aligning it with the sell-out rate on Amazon Vendor Central. Monitor inventory levels closely and schedule the transition of ASINs to Seller Central in a controlled manner to avoid stockouts and disruptions in sales rank.

Moreover, remember to adjust your advertising and marketing strategies accordingly. As ASINs transition to Seller Central, rebuild your campaigns in the Seller Central campaign manager. This ensures continuity and effectiveness in your advertising efforts. Use insights from Vendor Central campaigns to inform your approach to Seller Central. However, be prepared to adapt and refine your strategies as needed.

Real Examples and Hybrid Approach

Adopting a hybrid can provide strategic advantages. By maintaining a presence on Amazon Vendor Central and Seller Central, businesses can reduce risks associated with stockouts during peak selling periods. Seller Central can serve as a backup, ensuring that products remain available even when Amazon Vendor Central experiences supply shortages.

Regarding product selection for this hybrid strategy, it’s essential to consider factors such as stock availability, demand trends, and profitability. In the case of our apparel company partner, transitioning products from Vendor Central to Seller Central helped them address issues like MAP violations effectively. By focusing on Seller Central for certain products, they gained more control over pricing. This led to increased profitability due to reduced fees and costs compared to Vendor Central.

Determining which products to move to Seller Central and which to keep on Amazon Vendor Central requires careful analysis. Factors such as product weight, shipping fees, and fulfillment costs should be evaluated alongside sales volume and demand. For heavier or bulkier items, it may be more cost-effective to keep them on Vendor Central, while smaller, high-demand products could be migrated to Seller Central to optimize profitability and reduce costs.

Ultimately, the success of a hybrid approach lies in strategic planning and flexibility. By leveraging the strengths of both Amazon Vendor Central and Seller Central, businesses can enhance their competitiveness, respond effectively to market dynamics, and maximize profitability across their product portfolio.

Is Seller Central Worth It?

While Seller Central offers flexibility and control over pricing and inventory management, Amazon Vendor Central often provides faster shipping and fewer logistical challenges for high-volume items. If your product offerings and target market fit, maintaining a presence on Vendor Central may enhance customer satisfaction. This is especially true for consumables or bulky items where shipping speed is critical.

Additionally, the decision to switch between Amazon Vendor Central and Seller Central should align with your overall business strategy. If your focus is on B2B sales or building partnerships with distributors, transitioning to Seller Central may better support your objectives. This move gives you more control over pricing and distribution. Conversely, if your business model relies heavily on fast shipping and seamless logistics, sticking with Amazon Vendor Central could be advantageous.

Ultimately, the choice between Vendor and Seller Central involves a careful consideration of various factors. These include product characteristics, pricing dynamics, customer preferences, and long-term business goals. By evaluating these factors comprehensively and adapting your strategy as needed, you can optimize your presence on Amazon and maximize your competitiveness in the marketplace.

Negatives With Selling on Amazon Vendor Central Internationally

Different countries are vital strategies for many businesses looking to grow their global presence. With Seller Central, expanding into new international markets is generally more straightforward compared to Amazon Vendor Central. Seller Central allows you to create separate seller accounts for different regions. This includes the UK, Europe, and other countries where Amazon operates.

You can reach a broader audience and tap into new market opportunities by leveraging Seller Central’s global selling capabilities. Seller Central provides tools and resources to help manage international sales. These include localized product listings, currency conversion, and shipping options tailored to each market’s preferences.

Furthermore, Seller Central offers more flexibility in pricing and marketing strategies, allowing you to customize your approach for each region based on local market dynamics and consumer behavior. This agility can be advantageous when entering new markets and adapting to varying demand and competition.

However, expanding internationally with Seller Central still requires careful planning and consideration of logistics, regulations, tax implications, and cultural differences. It’s essential to conduct thorough market research and develop a comprehensive strategy to ensure a successful expansion into new countries.

Positive Part With Selling on Seller Central Internationally

Expanding internationally with Seller Central offers various options for sellers to enter new markets gradually. One approach is through remote fulfillment, where sellers send their inventory to FBA centers in one region, such as North America. They then utilize Amazon’s distribution network to fulfill orders in other countries like Canada or Mexico.

Opening separate accounts in those regions is necessary for sellers looking to expand into the UK and Europe. This involves considerations such as obtaining VAT registration and consulting with tax experts to ensure compliance with local regulations. Amazon provides services to assist sellers with VAT and other international account setup requirements.

Once established in the UK, sellers can leverage programs like the European Fulfillment Network to distribute inventory across multiple European countries, enhancing their regional reach. Additionally, sellers can explore options like FBA exports to reach customers in various countries outside their primary market. However, this comes with limited visibility and advertising capabilities.

Another approach involves enabling Amazon to buy and sell sellers’ products in different countries through specific settings in Seller Central. This allows sellers to expand their presence in international markets with minimal effort, as Amazon duplicates their listings across various regions.

In summary, Seller Central offers flexible options for international expansion, allowing sellers to gradually enter new markets and reach a global audience with their products. By leveraging Amazon’s infrastructure and services, sellers can expand their business internationally while navigating the complexities of cross-border commerce.

Switching Content and Brand Registry from Amazon Vendor Central To Seller

When transitioning from Amazon Vendor Central to Seller Central, it’s advisable to share brand registry rights with the Seller Central account while retaining the presence of the content created in Vendor Central. This ensures continuity and consistency across platforms.

Although it’s possible to have a brand registry in both Vendor and Seller Central, it’s often observed that content contribution primarily originates from Vendor Central. As a result, sellers may need to maintain data on both platforms to ensure consistency and effectiveness.

To streamline the transition, it’s recommended that the optimized data from Vendor Central, including variations and other relevant details, be mirrored into Seller Central. This helps keep the data organized and minimizes discrepancies between the two platforms.

Typically, A+ content, storefronts, and other enhanced features are left in Vendor Central due to the complexity and volume of data involved. However, sellers have the option to move this content over if they decide to transfer their brand registry entirely to Seller Central.

Optimizing E-Commerce: The Shift to Seller Central

What’s becoming increasingly apparent among our partners is a notable shift towards transitioning from Amazon Vendor Central to Seller Central or adopting hybrid account setups. The motivation behind this move stems from the recognition among manufacturers and sellers of the limited control afforded by Vendor Central, compounded by escalating operational costs. 

With greater control comes the potential for increased profitability and success, making this transition a logical choice for businesses looking to thrive in the ever-evolving world of e-commerce.

Interested in boosting your products’ visibility with authentic reviews? Explore our insights on the Amazon Vine Program: Fast-Tracking Guaranteed Reviews, and see how it can elevate your Amazon success.

Leave a Reply

Your email address will not be published.

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.


How To Become Unstoppable On Amazon

This field is for validation purposes and should be left unchanged.