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Seller Central and Vendor Central: Can You Use Both on Amazon?

Jan 26

Selling products on Amazon, sellers are often presented with two primary options: Seller Central and Vendor Central. Each platform serves a distinct purpose. However, a common question is whether using Seller Central and Vendor Central simultaneously is possible. In this blog, we'll explore the differences between these two platforms. Also, we will address the feasibility of utilizing both on Amazon.


Understanding Seller Central:


Seller Central is the go-to platform for individual sellers and small to medium-sized businesses. Sellers on Seller Central have control over their product listings and customer service. This model is known as the third-party seller model. Also, amazon management agency allows sellers to maintain more autonomy over their operations.


Understanding Vendor Central:


On the other hand, Vendor Central is an invitation-only platform that caters to manufacturers and large brands. In the first-party seller model, vendors sell their products directly to Amazon. Vendors benefit from Amazon's massive customer base and extensive fulfilment network.


The wholesale Model:


Vendors sell products in bulk to Amazon, allowing the e-commerce giant to handle pricing and fulfilment.


Marketing Support:


Vendors may receive additional marketing support to participate in Amazon's promotional programs. They can also take Amazon PPC services for marketing purposes. 


Amazon as the Seller of Record:


Amazon takes on the role of the seller of record. Also, it means dealing with customer service, returns, and other aspects of the transaction.


Can You Use Both Seller Central and Vendor Central?


In general, Amazon does not prohibit sellers from using both Seller Central and Vendor Central. However, it's essential to note that managing both platforms can present challenges. Here are some considerations:


Conflict of Interest:


Using both platforms may lead to conflicts of interest. Since the pricing strategies, inventory management, and customer service policies may differ. 


Operational Complexity:


Managing both platforms can be operationally complex, requiring efficient coordination. This will avoid over-selling or conflicting product information.


Invitation-Only Nature:


While anyone can sign up for Seller Central, Vendor Central is invitation-only. Not all sellers have the option to join Vendor Central.


Balancing Act: Navigating the Dual Presence


Divergent Strategies:


Understand the fundamental differences in strategies between the two platforms. Seller Central allows for a more hands-on, flexible approach. 


Potential Challenges:


Inventory Management:


Coordinating inventory levels is critical. Overlapping stock between the two platforms can result in overselling, leading to potential account issues. Utilise Amazon's tools or consider third-party inventory management solutions to synchronise inventory.


Customer Service Coordination:


Managing customer inquiries from both platforms requires streamlined processes. Whether through centralized customer service tools or a dedicated team, ensure efficient communication. 

Making an Informed Decision:


Evaluate Business Goals:


Assess your business goals and objectives. Consider whether the advantages of using both Seller Central and Vendor Central align with your growth strategy.


Review Terms and Agreements:


Carefully review the terms and agreements associated with Seller Central and Vendor Central.


The Evolving Landscape: Staying Adaptive


Stay Informed about Amazon Policies:


Amazon's policies and algorithms are subject to change. Regularly monitor updates from Amazon to ensure compliance. Be adaptable to changes in fees, operational requirements, and policies. 


Utilize Amazon Tools:


Leverage the suite of tools Amazon provides for sellers. This includes advertising options, analytics, and inventory management tools. Amazon's resources can help you optimize your Seller Central and Vendor Central performance.


Optimize Marketing Strategies:


Implement effective marketing strategies on both platforms to increase visibility. Utilize Amazon Advertising to create targeted campaigns and take advantage of promotional opportunities. 


Scaling and Expanding:


Consider a phased approach to expansion. Start by establishing a solid presence on either Seller Central or Vendor Central and then gradually introduce the second platform. This allows for better resource allocation and operational control.


Explore Additional Amazon Programs:


Investigate other Amazon programs that can complement your dual presence. For instance, the Amazon Brand Registry offers additional protection for your intellectual property.


Evaluate International Opportunities:


If applicable to your business, explore opportunities to expand internationally on Seller Central and Vendor Central. Amazon has a global presence and is expanding to different marketplaces.


Maintain Clear Communication:


Foster clear communication within your team and between teams managing Seller Central and Vendor Central. This ensures everyone is aligned with the business strategy and customer service standards.


Regularly Review Analytics:


Analyze performance metrics regularly. Understand what products are performing well, where improvements can be made, and how each platform contributes to your overall sales and growth.


Customer Feedback Integration:


Pay close attention to customer feedback on both Seller Central and Vendor Central. Use customer reviews to enhance product quality and refine your business strategies.



Operating on both Seller Central and Vendor Central on Amazon requires a strategic and adaptable approach. While challenges are associated with managing two distinct models simultaneously, the potential benefits of market reach, customer base, and sales growth can be significant.