amazon.com Vendor Central vs Seller Central

A QUICK REFERENCE GUIDE

Vendor CentralSeller Central
Selling1P, first party,
Sell to Amazon
3P, third party,
Sell to customers via Amazon marketplace
AccessInvite only
Open to any seller
Product pricingAmazon controls
Seller controls
MarketingAccess to Amazon marketing
services and A+ content
Access to enhanced
brand content
LogisticsAdhere to Amazon’s logistics processSeller fulfills order or uses FBA
Customer communicationsAmazon handles messaging and returns
Seller handles messaging and returns
AnalyticsBasic analytics,
Advanced analytics available at a premium
Robust analytics to improve sales and marketing efforts
Fees$39.99 flat rate per month for unlimited sales,
Wholesale prices negotiated
between merchant and amazon
Amazon seller fees, per item and per sale