What is Amazon Vendor Central?

Amazon Vendor Central is an invite-only portal used by brands and manufacturers who sell products directly to Amazon. In this model, Amazon becomes the seller of record and controls pricing, fulfillment, and customer experience.

Vendor Central vs Seller Central

• Vendor Central operates as a first-party (1P) model
• Amazon controls retail pricing and promotions
• Orders are placed via purchase orders (POs)
• Seller Central offers more pricing and listing control
• Vendor Central provides access to A+ Content by default

Key Challenges for Vendors

While Vendor Central offers scalability and trust, vendors often face challenges such as chargebacks, strict compliance requirements, limited pricing control, and sudden listing or content changes initiated by Amazon.

How AmzMonitor Helps Vendor Central Users

AMZMonitor enables Vendor Central users to accurately track Buy Box performance by allowing them to mark their monitored ASINs as Vendor products, ensuring that Buy Box wins by Amazon are correctly attributed to the brand rather than counted as losses, resulting in clearer performance metrics and more reliable insights into revenue and visibility.