Amazon Vendor Program - What is it?

As a vendor (plural vendors), you sell your goods directly to Amazon and thus hand over the entire further sales process to Amazon. Once the goods have been handed over to Amazon, Amazon itself is responsible for sales, shipping, and customer service. You manage your Amazon account through Amazon Vendor Central. The offered products are displayed as "Sold by Amazon" on Amazon. You can only become a vendor through an invitation from Amazon, as this program is reserved for major brands and manufacturers. Vendors have access to special marketing programs that are summarized under Amazon Advertising.

Shipping Models for Vendors

As a vendor, you automatically benefit from Amazon Prime, as you send your goods directly to Amazon and they receive Prime status. Amazon then sells your goods on their own marketplace to end customers and takes care of shipping themselves. You therefore have no customer contact and no influence on prices or logistics, but also no logistics and return effort. It's also advantageous that customers trust the Amazon brand and Amazon conducts comprehensive marketing for your product.

Difference between Seller and Vendor

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. As a seller, you can use either Fulfillment by Amazon or Fulfillment by Merchant.

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