Choose Seller Central (3P) if you want control over price, content and inventory and can handle operations yourself or with an agency. Vendor Central (1P) can suit brands that want Amazon to handle retail and can live with less pricing control, purchase-order rules and deductions. Many established brands run a hybrid of the two.
Vendor Central (1P)
- You sell wholesale to Amazon
- Amazon sets the retail price
- Invitation only
- You ship against Amazon’s purchase orders
Seller Central (3P)
- You sell to shoppers directly
- You set the retail price
- Open to any business
- Fulfill with FBA or ship orders yourself
Side-by-side comparison
| Vendor Central (1P) | Seller Central (3P) | |
|---|---|---|
| Who you sell to | Amazon | Shoppers |
| Retail price | Set by Amazon | Set by you |
| Access | By invitation | Open registration |
| How you get paid | Amazon pays your invoices on agreed payment terms | Amazon pays out your sales on a regular disbursement cycle |
| Main costs | Negotiated terms, allowances and chargebacks | Referral fees, plus fulfillment fees if you use FBA |
| Inventory | Amazon orders through purchase orders | You decide what to send and when |
| Advertising | Amazon Ads available | Amazon Ads available |
The three trade-offs that matter
When a hybrid model makes sense
A hybrid can work when Amazon orders your core products but you want to launch new items faster, sell slower movers or keep stock in when POs dry up. Set clear rules about which products sit on which side, so you don’t end up competing with Amazon on your own listings.
Quick decision checklist
- Do you need control over your retail price? → lean 3P
- Can you handle fulfillment, or use FBA? → 3P is workable
- Have you been invited to Vendor Central and can you meet PO rules? → 1P is an option
- Do you want both reach and control? → consider a hybrid
How CommerceKind helps
We manage both. For 1P brands we handle POs, chargeback and shortage disputes, content and ads. For 3P brands we run full account management. Same in-house team either way.
See our Vendor Central management or Amazon account management services.
FAQ
What is the main difference between Vendor Central and Seller Central?
On Vendor Central (1P) you sell wholesale to Amazon, and Amazon sells to the shopper. On Seller Central (3P) you sell directly to shoppers on Amazon’s marketplace and keep control of your retail price.
Can anyone join Vendor Central?
No. Vendor Central is invitation-only; Amazon invites the brands it wants to buy from. Seller Central is open to any business that completes registration.
Who sets the retail price on Vendor Central?
Amazon does. You negotiate the cost price Amazon pays you, but Amazon decides what shoppers pay. On Seller Central you set your own price.
Can a brand use both Vendor Central and Seller Central?
Yes. This is often called a hybrid model. Some brands sell core products 1P and use 3P for new items or products Amazon doesn’t order. It needs clear rules so the two don’t compete on the same listings.
Can I advertise on Amazon with Vendor Central?
Yes. Vendors and sellers can both run Amazon Ads, including Sponsored Products, Sponsored Brands and Sponsored Display, plus Amazon DSP.