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Darren Saul is back with Vendor Central versus Seller Central and a lot of people moving from Vendor Central
- The Vendor Central account managers were incredibly rare not much in the way of support provided
- Even when you’re working with a Vendor Manager today they are hard to get hold of
- Vendo helping brands migrate their vendor central to seller central
- About 60% of the sellers were on Vendor Central about 18 months ago
- Shifted to 60%+ are in the 3rd Party Marketplace showing how brands are selling on Amazon
- Brands are finding that the best way to control their brands on Amazon is in the marketplace
Control Factors
- Amazon markets the Vendor Central on its marketing tools
- Today Seller Central now shares a lot of the same tools and Brand Registry 2.0 has helped this shift
- Aplus content – EPC pages
- Video was a good attribute
- Protected as under like a brand registry
- Headline ads
- Product Display ads
- Apart from the badge saying ‘sold by Amazon’ what else is there?
- Sale return policy under Prime now
- A lot of automation in Vendor Central that Seller Central does not offer
Vendor Agreement
- You can negotiate your vendor agreement with Amazon
- Shipping is included as an allowance – so you’re paying for it but you’re not
- It’s hidden on the inside
- Terms can be 30, 60 and 90 days (they take a 2% discount if they pay you in 30 days)
- Accounting with Amazon over some of the deductions they make on your account – not great data and hard to get your money back
- Seen a lot of successful sellers on Vendor Central and are doing millions – mostly legacy accounts with other channels too
- Brands on TV, in Walmart, etc. and they have real relationships with Vendor Managers\
- A good platform for big TV brands
- Negotiate your Vendor Central account
- Leverage your Seller Data to reduce your co-op fees, return allowances, etc
- Don’t be afraid to ask your Vendor Manager to negotiate
Having Both Accounts?
- Authorship control of your listing Vendor Central account always wins
- Worth having Vendor and Seller for this benefit
- Reviews don’t change much between them – the Vine programme and the Early Review programme
- The Early Review programme in Seller Central is cheaper than the Vendor Vine programme
