A Starter Guide To Amazon Vendor Central in 2024

A Starter Guide To Amazon Vendor Central in 2024

insights |  | 8 min read

Are you a newbie Amazon seller and want to conquer the online marketplace? Look no further than Amazon vendor central! Nowadays, selling on Amazon goes far beyond the conventional methods employed by 3P or 1P sellers. So, if you want to break the monotony of the same old approaches, this platform is the ideal choice in the vast Amazon marketplace.

But are you unaware of how to get started as an Amazon vendor? Continue reading this guide to know the pros and cons of Amazon Vendor Central. Also, we’ll walk you through effective tips to become a successful Amazon vendor and establish a strong presence in the e-commerce realm.

What Is Amazon Vendor Central?

vendor central amazon

Vendor Central Amazon offers an exclusive platform for businesses seeking to sell their products directly to Amazon. Acting as the third-party seller to Amazon's platform central and catering to Amazon's customers and Vendor Central as their first-party supplier, this arrangement allows businesses to focus solely on providing the stock. At the same time, Amazon takes care of the selling process.

Vendor Central functions like a web interface, facilitating efficient and smooth customer service for Vendors who have received an invitation from Amazon to do business through this platform. After setting this, vendors receive payments from Amazon monthly but on wholesale terms. The process involves a buyer placing an order directly with Amazon and paying the respective amount, after which Amazon ships the merchandise.

Also, if you want to know the best delivery method for your Amazon business, read our guide on Dropshipping VS Amazon FBA.

What are The Pros and Cons of Amazon Vendor Central?

pros and cons of amazon vendor central

Pros of Amazon Vendor Central

  • Enhanced exposure: Being an Amazon vendor means your products are directly sold by Amazon, leading to increased visibility and potentially higher sales volume.

If you want to increase your sale revenue via Amazon FBA, read our guide on 5 effective tips to boost sales through Amazon FBA.

  • Buy Box advantage: Vendors often enjoy a better chance of winning the Buy Box, as Amazon prioritizes its inventory.
  • Enhanced content options: Vendors can leverage A+ Content to showcase products with detailed descriptions, images, and multimedia elements, improving conversion rates.
  • Inventory management: Amazon manages inventory management, order fulfillment, shipping, and customer service, freeing vendors to concentrate on other aspects of their business.

Also, if you want to manage your Amazon order, inventory, and customer services like a pro, read our guide on selling your Amazon to a brand partner.

Cons of Amazon Vendor Central

  • Limited pricing control: Amazon purchases products at wholesale prices, so they have the final say in setting the retail price, potentially impacting profit margins.
  • Longer payment terms: Vendors may experience longer payment terms, ranging from 30 to 90 days, which can affect cash flow.
  • Complex negotiations: Vendors often need to negotiate prices, terms, and conditions with Amazon, leading to time-consuming and complicated processes.
  • Risk of chargebacks and deductions: Amazon may impose chargebacks or deductions for various reasons, such as late shipments or damaged products, negatively impacting the bottom line.

Does your Amazon package lost or stolen? Are you confused about what to do now? Read our guide on what to do if an Amazon package is stolen.

  • Competition with Amazon: With Amazon selling its private label products, vendors may find themselves directly competing with Amazon's offerings, making it challenging to stand out and maintain sales.

Considering these pros and cons will aid you in determining if Amazon Vendor Central aligns with the needs of your business.

How to Join Amazon Vendor Central?

It operates as an exclusive invitation-only platform. Amazon's vendor recruitment team actively seeks potential new vendors among successful Seller Central sellers, popular marketplace sellers with sought-after products, and exhibitors showcasing unique products at trade shows. Amazon will invite you to join Vendor Central if your products capture their attention. Upon accepting their terms, you will gain access to the platform.

Also, to make your product listing more captivating, read our guide on tips and tricks for a successful Amazon listing.

How Much Does Amazon Vendor Central Cost?

Amazon Vendor Central might give the impression of being cost-free, as Amazon is the buyer. However, you will eventually incur expenses. As a vendor, you will be charged for the following services provided by Amazon:

  1. Conducting campaigns on AMS (Amazon Marketing Services).
  2. Running campaigns on AMG (Amazon Media Group).
  3. Forwarding your stock.
  4. Utilizing their internal support, such as hiring an "X" person to work for you for a specified number of hours daily. This is added to the annual fee.
  5. Accessing Premium Vendor Services starts at $30K per year.

Since Amazon adopts wholesale pricing for Vendor Central, they typically require vendors to pay 4% - 10% to cover slotting and marketing costs. In addition to the previously mentioned fees, there are several other costs to consider when using this platform:

  1. Shipping cost to send the inventory to Amazon's fulfillment centers.
  2. International return shipping cost.
  3. Conversion cost associated with being paid in your home currency.
  4. Customer support cost.
  5. Taxes and duties.
  6. Translation cost for listing.

It's crucial to be aware of these additional expenses to make informed decisions and effectively manage your business on Vendor Central. You might need the assistance of an experienced Amazon agency to effectively manage your VC.

How to Do Amazon Vendor Central Login?

  • Here, you can perform various tasks such as viewing purchase orders, managing shipments, checking payments, etc.
  • If you've forgotten your Amazon Vendor Central password, resetting it is straightforward. Just click the "Forgot Password" option on the login page and follow the provided instructions.
vendor central amazon login
  • You’ll receive a verification code on your email address to verify your identity. After entering the code, you can create a new password and successfully log into your account.
  • If you encounter difficulties while logging in, it's essential to double-check your username and password for accuracy.
  • If your Vendor Central account has been deactivated, you may need to reactivate it. To do so, contact Amazon customer service for the necessary assistance.

5 Effective Tips to Become A Successful Amazon Vendor Central

To succeed as an Amazon vendor, follow these optimization strategies:

  1. Enhance Product Listings: Craft accurate and engaging product titles, descriptions, and images. Utilize relevant keywords and high-quality images to increase visibility and attract customers. Leverage A+ Content to offer detailed information, boosting conversion rates.
  1. Leverage Amazon Marketing Services (AMS): Utilize Amazon Advertising to create targeted campaigns for your products. Employ Sponsored Products, Sponsored Brands, and Sponsored Display ads to enhance product visibility, drive traffic, and increase sales.
  1. Monitor Inventory Levels and Lead Times: Regularly check inventory levels and lead times to avoid stockouts or late shipments. Effective forecasting and supply chain management help maintain optimal inventory levels and meet Amazon's requirements.
  1. Prioritize Customer Satisfaction: While Amazon handles customer service for Vendor Central members, focus on meeting customer expectations. Monitor customer reviews and feedback to identify areas for improvement and enhance satisfaction, building a positive reputation.
  1. Analyze Performance Metrics and Data: Review Vendor Central performance metrics and data regularly. Identify trends, opportunities, and areas for improvement. Utilize insights to optimize product listings, pricing strategies, marketing campaigns, and inventory management for maximum success as an Amazon vendor.

How to Increase Product Rating on Amazon Vendor Central?

how to increase product rating on vendor central

To boost reviews for your Amazon Vendor listings, consider implementing the following effective strategies:

Amazon Vine Program

Participating in the Amazon Vine Program is an expedient way to garner reviews. The program is available to sellers with at most 30 reviews and an eligible ASIN. You send 30 products to 30 Vine Voices, hand-picked by Amazon for their reputation of providing accurate and insightful reviews. These reviewers will try out your products and subsequently post their reviews.

Amazon Early Reviewer Program

Enroll in Amazon's Early Reviewer Program, a beneficial option for new Amazon sellers with products having fewer than five reviews. This program incentivizes shoppers with $1-$3 gift cards in exchange for providing reviews on new products. To join this program, you’ve to pay $60 per SKU, but you will only be charged after receiving your first review.

Utilize the "Request a Review" Button in Seller Central

Inside Seller Central, use the "Request a Review" feature within Order Reports to seek customer reviews. You can send a follow-up email to shoppers within four to 30 days of their purchase, inviting their feedback. According to Statista, sellers who used this feature experienced a remarkable 94.7% increase in reviews within the first week of its launch.

How to Perform Advertising Via Vendor Central?

Amazon vendors can access various advertising options similar to those available to sellers. These options include:

Sponsored Product Ads

These ads are designed to promote individual listings and drive traffic to product detail pages. They appear to shoppers actively searching for terms related to a specific product and can be displayed alongside or above organic search results. Since they target relevant keywords, Sponsored Product Ads often result in higher-quality clicks on your listings, leading to a potentially higher return on investment than other CPC programs.

Sponsored Brands

Sponsored Brands are available to both vendors and sellers. They allow you to target browsing consumers who haven't decided on a specific product to buy. By focusing on generic keywords like "running shoes" or "smartphone case," you can drive traffic to your Amazon Store for a comprehensive brand experience. These ads are commonly found above the search results and serve as an effective way to introduce your product line to shoppers who are looking to discover new products and brands.

Product Display Ads

Exclusively available to vendors, Product Display Ads enable you to target shoppers on and off Amazon who have previously viewed your products. You can deliver highly relevant ads to consumers based on their interests or display them to shoppers actively viewing specific items.


Amazon Vendor Central allows sellers to directly collaborate with Amazon as suppliers, allowing them to sell their products wholesale to the e-commerce giant. By gaining access to Amazon's vast customer base and leveraging its fulfillment network, sellers can streamline their operations and expand their reach like never before. So, follow the above tips, become a successful Amazon vendor, and take your business to new heights.

Join The SwiftStart Community

If you find this article helpful then join our social footprint for more Amazon insights and growth hacks. Become a part of SwiftStart Mastermind to stay updated with the latest Amazon news, tips, and tricks. Follow us on LinkedIn for expert guides and Amazon growth strategies.

swiftstart amazon mastermind

Our Amazon Account Management experts are always available to answer any questions and provide personalized support. Check SwiftStartUP Podcast for expert insights and success stories from top Amazon sellers. Don't forget to claim your free Amazon account audit right now!

Amazon Vendor Central - Frequently Asked Questions

How To Get Invited To Amazon Vendor Central?

Although, there’s no shortcut to getting invited to Amazon vendor central. However, you can increase your chance by attending trade shows, connecting with Amazon retail members, and offering attractive items to Amazon.

Can I Control The Pricing Of My Products On Amazon Vendor Central?

Yes, as a vendor on Amazon Vendor Central, you can control the pricing of your products to some extent. However, Amazon may suggest pricing changes based on market conditions and competitiveness.

How Does Amazon Vendor Central Differ From Amazon Seller Central?

Amazon Vendor Central is designed for manufacturers and distributors who sell in bulk to Amazon. They act as suppliers to Amazon and sell their products wholesale. In contrast, Amazon Seller Central is open to individual sellers, merchants, and small businesses who can sell products directly to customers on Amazon's platform.

Back to blog