Amazon Seller Program - What is it?

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Stephan Bruns
Stephan Bruns

As a seller, you sell as a merchant on Amazon and manage your Amazon account through Amazon Seller Central. Through this, you create your product listings and set your prices. Products sold by a seller can be recognized on Amazon by the fact that they are marked with "Sold by...". In Seller Central, you can place ads like Sponsored Brand Ads and Sponsored Product Ads as a seller and control your campaigns.

Shipping Models for Sellers

Sellers can use Fulfillment by Amazon (FBA). This means they send their goods to Amazon's logistics centers and Amazon stores and ships the products. Additionally, your customers benefit from Amazon Prime. If you use Fulfillment by Merchant (FBM) instead, you are responsible for storing and shipping your products yourself.

Difference between Seller and Vendor

The difference between seller and vendor is mainly that a vendor sells their goods directly to Amazon and thus hands over the entire further sales process. Once the goods have been handed over to Amazon, Amazon itself is responsible for sales, shipping, and customer service. To be able to sell as a vendor, you need an invitation from Amazon. Vendors also have access to special marketing programs that are summarized under Amazon Advertising.

For more information and tips, visit our Amazon seminars on topics such as strategy, logistics, SEO, content, marketing, and more.

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