Amazon Seller Central vs. Vendor Central: Pros, Cons, and Common Mistakes to Avoid

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There are two ways you can sell on Amazon. You can sell through Seller Central (3P) or to Amazon via Vendor Central (1P). For many third-party sellers, 1P is somewhere they never want to go, but it's an absolute necessity for some brands.

Today's episode is all about 1P.

I interview Martin Heubel about the pros and cons and the common issues brands face when using Amazon Vendor Central.

Martin is a former Amazon Vendor Manager, strategy consultant, and ecommerce enthusiast. He is an Amazon vendor manager whisperer for brands looking to survive and thrive on Amazon 1P.

Having sat on the other side for many years, Martin has a unique perspective on what brands need to do to succeed on Amazon and beyond.

Often, we dehumanize Amazon, but once you listen to this episode and hear how they make some of their decisions, you'll understand why they do it.

They are not just thinking about you as a vendor; they are also thinking about the greater online retail landscape, which can make negotiations tough. This makes selling online complex, especially if you are selling to Amazon and other channels.

A key requirement for success for 1P sellers on Amazon Vendor Central is to have a solid channel control strategy to enforce pricing and distribution control across all your digital channels. This way, you can effectively negotiate with Amazon for price increases.

This is a valuable episode for any Vendor Central Seller who wants to understand the inner workings of Amazon. Even 3P sellers will get a lot of value for it.

Tune in.

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Key Takeaways:
Intro (00:00)
1P vs. 3P from a brand and Amazon perspective (03:23)
Amazon's excess warehousing capacity (07:22)
The major cons of 1P (10:33)
The Amazon marketplace is a mirror of your distribution strategy (14:39)
Channel control in the digital age (20:07)
Vendor central negotiation tactics (24:00)
Amazon overstock problem (34:05)
The #1 mistake vendors make when negotiating with Amazon (41:55)

Connect with Martin Heubel

✅ Website: https://consulterce.com/

✅ LinkedIn: https://www.linkedin.com/in/martinheu...

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