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  • Writer's pictureFlatworld Group


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Clients often approach us regarding the differences between selling products through Amazon Seller Central (third-party seller) and Amazon Vendor Central (Amazon Retail vendor).  In a nut-shell, when you sell through Seller Central, you are selling products ON Amazon; when you utilize Vendor Central, you are selling products TO Amazon.

Here’s a quick summary of how each platform works:

Bullet points that detail selling on amazon versus selling to amazon

Each platform has its pros and cons, and there are multiple factors to consider before choosing one.  In fact, some businesses utilize both, selecting one or the other depending on where their products are in their life cycle.

Typically selling on Amazon using Seller Central gives you more control on your inventory, branding and pricing. In addition, you have lot more business intelligence available to analyze your business on Amazon. Newer products where you need to control the pricing to protect your other channels is more suitable for this option.

For products where you do not have concerns about pricing and where you are looking for larger sales volume, selling to Amazon (Vendor Central) may be a good option.

Both options require effort and experience to take advantage of the Amazon momentum.

To learn more about how each platform can impact your business, check out our blog, Amazon: The Tail that Wags the Dog.


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