Imagine your products not just selling on Amazon, but being sold by Amazon itself—with platform-level traffic advantages and data support. This is the reality for home appliance seller VeSync, whose remarkable growth highlights the advantages of this exclusive model. While most sellers struggle with Seller Central (SC) account management, VeSync's Vendor Central (VC) account delivered staggering results.
In the first half of 2021, VeSync reported $199.3 million in revenue, a 54.2% increase from $128.3 million during the same period in 2020. Profits attributable to parent company shareholders rose 42.3% to $32 million. Notably, VC account revenue surged 69.5%, while SC account revenue grew just 19.1%.
VC Accounts: Amazon's "Preferred Partners"?
Vendor Central is Amazon's platform for suppliers, allowing them to sell products directly to Amazon, which then handles sales, logistics, and customer service. This makes suppliers into Amazon's wholesale vendors while Amazon acts as the retailer. Unlike SC sellers who interact directly with consumers, VC sellers deal exclusively with Amazon, creating fundamentally different operational models.
In this arrangement, Amazon frequently prioritizes VC products—especially those from its private labels or close partners—with greater visibility and promotional support. As the platform operator, Amazon naturally favors products that deliver higher margins and better customer experiences.
Key Advantages of Vendor Central Accounts
The VC model's appeal stems from several exclusive benefits that help suppliers optimize operations and boost sales:
1. ARA Data: The Foundation for Precision Marketing
VC sellers gain access to Amazon Retail Analytics (ARA) data, including detailed sales metrics, purchase keywords, and cart addition terms. These insights enable sellers to analyze market trends, competitor performance, and their own product effectiveness. With ARA data, sellers can refine advertising strategies, optimize listings, and significantly improve conversion rates.
2. Listing Control: A Competitive Edge
VC accounts possess the unique ability to "hijack" other sellers' listings—not just by offering competing products but by actually editing the listing content itself. This allows VC sellers to modify titles, descriptions, and images to disadvantage competitors. However, this aggressive tactic carries risks and requires careful execution to avoid violating Amazon's policies.
3. Additional Privileges: Comprehensive Support
Beyond ARA data and listing control, VC accounts enjoy numerous other advantages:
- Amazon Marketing Services (AMS): Access to premium advertising tools for enhanced brand exposure
- Free A+ Content: Create rich multimedia product pages at no cost
- Product Safety Testing: Pre-launch quality assurance testing
- Free Video Uploads: Showcase products through dynamic video content
- SC Link Protection: Shield Seller Central listings from unauthorized changes
- BSR Badges: Earn Best Seller Rank indicators for improved search placement
- Vine Reviews: Obtain Amazon-verified product evaluations
- Product Selection Advantages: Better access to high-potential inventory
- Restricted Product Access: Sell items unavailable through SC accounts
- Competitor Removal: More effectively combat unauthorized sellers
Securing the VC Advantage: How to Get Invited
Vendor Central operates strictly by invitation—Amazon selectively extends access to manufacturers based on brand strength, product quality, and supply chain reliability. The platform evaluates potential vendors across these criteria before issuing invitations.
Prospective VC sellers should focus on building recognized brands with exceptional products and dependable inventory. Establishing relationships with Amazon's buying teams can also improve invitation prospects.
While VC accounts offer significant benefits, they aren't ideal for all sellers. The model requires substantial resources and brand equity. Smaller sellers may find Seller Central's flexibility more suitable for their operations.
Ultimately, Amazon's Vendor Central presents both exceptional opportunities and notable challenges. Success requires thorough understanding of the platform's mechanics combined with strategic alignment to each seller's unique circumstances.