Amazon Vendor Central - The Interface for Vendors

Amazon Vendor Central is the central interface for vendors, i.e., merchants who sell their products directly to Amazon. This platform is accessible at the URL https://vendorcentral.amazon.de/.

Unlike Amazon Seller Central, which is open to all merchants, access to Vendor Central is only possible through an invitation from Amazon. This means that usually only larger merchants and brands with established product lines can achieve vendor status.

Basically, every merchant on Amazon starts as a seller first. However, if a merchant operates particularly successfully over a longer period, there is high demand for their products, or a special assortment is offered, Amazon can issue an invitation to Vendor Central. Registration is therefore not publicly accessible but remains reserved for a selective group of sellers.

As a vendor, you sell your products in large quantities directly to Amazon, instead of distributing them yourself to end customers through the platform. Amazon takes over a variety of tasks that significantly simplify the sales process:

The entire sale of your products to end customers is completely handled by Amazon, so you don't have to worry about direct distribution. Logistics also lies in Amazon's hands: This includes shipping your products as well as managing inventory. Return management is another important part of the service. Customer returns are processed directly by Amazon, which relieves you as a vendor.

Additionally, Amazon takes care of customer reviews. Ratings and feedback on your products are managed and moderated by Amazon to ensure smooth operation. Furthermore, your products automatically benefit from the advantages of the Amazon Prime program. This means not only faster delivery for customers but also better visibility of your products on the platform, which further increases your sales opportunities.

Another advantage of Vendor Central is that Amazon regularly orders larger quantities of your products depending on success and demand. This means a potentially continuous increase in sales for you as a vendor. However, one should also note that pricing in this model is heavily influenced by Amazon, as Amazon then sells the products independently.

For further information and valuable tips, we recommend visiting our Amazon seminars. These cover a broad spectrum of topics including sales strategies, logistics management, search engine optimization (SEO), content creation, marketing, and much more. Our experts show you how to successfully collaborate with Amazon and optimally position your brand on the platform.