Amazon Vendor Central is the platform Amazon offers to a select number of brands that meet its criteria to become first party (1P) wholesalers to Amazon. Instead of selling directly to customers, these brands sell their products in bulk to Amazon, with Amazon then recognised as the retailer. While smaller brands were once part of the platform it is now mainly bigger, enterprise level brands that Amazon accepts as wholesalers as they meet its criteria for revenue and profits.
The model can offer powerful advantages such as access to Amazon’s extensive retail infrastructure, improved customer trust due to the “Ships from and sold by Amazon” label, and greater brand reach. However, Vendor Central also introduces complexities related to compliance, logistics, pricing, and operational performance.
At Fluid Marketplaces, we manage and grow Amazon Vendor Central accounts for brands that have been invited to participate. In this guide I provide information about the platform for brands that have been contacted by Amazon to ask them to join.
1. What is Amazon Vendor Central?
Amazon Vendor Central is an invitation only platform designed for brands that Amazon chooses to partner with as wholesale suppliers. For brands that agree to join the platform, Amazon purchases stock directly from them and then sells it on the marketplace, acting as the retailer. Amazon controls much of the process concerning the sale of the products including promotions, stock management and customer service. Amazon also enforces guidelines for the price of products and may take action if the same products appear on an alternative ecommerce site at a lower price. This all makes the arrangement complex for brands, as although it presents huge opportunities, they must also relinquish control of how their products are sold and how much for.
Shifting control to Amazon means brands need to focus on ensuring their operations are first rate, their products are well organised and ready and their ad campaigns and content are strong to ensure Amazon continues to purchase and promote their products.
2. Amazon Vendor Central dashboard overview
The Amazon Vendor Central dashboard serves as the operational hub for managing a brand’s relationship with Amazon. It includes dedicated areas that allow brands to handle purchase orders from Amazon, create or update product detail pages, manage advertising campaigns, monitor performance metrics, and track payments.
The dashboard is divided into several core sections. The orders section allows vendors to review purchase orders, accept or reject them, and track shipments.
The items section includes lots of product content such as product catalogue management tools such as listing creation, A+ Content submissions, and image uploads. The advertising section provides access to Amazon’s advertising and brand store platforms, including sponsored products and Demand-Side Platform (DSP) campaigns. The items and advertising sections are where a specialist Amazon agency such as Fluid Marketplaces can really add value for brands as we can handle all this for them.
In the payments section, brands can view invoices, remittances, deductions, and chargebacks. Finally, the reports section contains analytics that help vendors better understand demand forecasting, traffic performance, and operational health.
3. Managing purchase orders (POs)
Amazon controls everything to do with ordering, including the frequency, volumes and timings. Efficient and timely management of purchase orders by brands is therefore crucial to ensure their Amazon Vendor Central account is performing well for them and meeting Amazon’s requirements.
When Amazon identifies demand for a product, it automatically generates a purchase order that vendors must acknowledge within a specified timeframe. This PO acknowledgment step is critical; delays or inaccuracies can disrupt the supply chain and can affect whether Amazon makes more purchases from the brand in the future.
Once a PO is accepted, brands must adhere to strict packaging, labeling, and shipment requirements. Shipments of the PO products must be routed properly, delivered on time, and accompanied by accurate Advance Shipment Notices (ASNs). Failing to meet these requirements often results in account management issues with Amazon.
Successful PO management requires brands to forecast stock needs carefully, especially for high-demand products or seasonal items. Brands that maintain high fill rates and low cancellation rates tend to receive more consistent purchase orders and better retail support from Amazon.
4. Chargebacks and compliance requirements
Amazon enforces strict operational standards to ensure products reach fulfilment centres efficiently and accurately. When vendors fail to meet these standards, Amazon issues chargebacks – financial penalties that can significantly reduce profit margins if left unaddressed. Chargebacks commonly occur due to incorrect labelling, improper packaging, late deliveries, or inaccuracies in ASNs.
To minimise chargebacks, brands must establish internal processes that deliver accuracy and consistency. This includes training warehouse teams to follow Amazon’s packaging requirements, using checklists to ensure that shipments meet compliance standards, and reviewing weekly compliance dashboards within the Amazon Vendor Central platform. Vendors can also dispute chargebacks when errors occur or when Amazon misapplies penalties, although disputes require detailed evidence in order to be successful.
5. Product content optimisation
As an Amazon growth expert, the brands I work with come to Fluid Marketplaces as they understand that product content plays a pivotal role in how customers discover and engage with their retail company on Amazon. While Amazon controls pricing in Amazon Vendor Central, brands remain responsible for ensuring that product listings are optimised for search and conversion. This includes crafting clear, informative titles; writing detailed bullet points that highlight key features and benefits; creating compelling product descriptions; and providing a mix of product and lifestyle imagery.
A+ Content and Brand Story modules allow brands to create more immersive customer experiences by adding enhanced visuals, comparison charts, and narrative elements that communicate brand values.
Amazon Brand Stores serve as a dedicated, customisable storefront within the marketplace, allowing brands to showcase their full portfolio under a single, cohesive banner. By consolidating product listings, lifestyle imagery, and brand‑centric messaging, the store enhances discoverability and drives cross‑selling opportunities while reinforcing brand identity. Optimising the store’s layout, navigation, and SEO‑rich content ensures that shoppers encounter a seamless, immersive experience.
These elements can increase conversion rates and help differentiate products from the competition. Strong content not only enhances customer experience but also improves search relevance, leading to increased traffic and better visibility across Amazon.
At Fluid Marketplaces we help to ensure our clients’ content and Brand Stories are highly effective in helping them to stand out from their competitors, resulting in more orders and from Amazon via Amazon Vendor Central.
6. Advertising on Amazon Vendor Central
Advertising is an essential component of a successful Amazon Vendor Central strategy, and this is another area myself and the team at Fluid Marketplaces can make a big impact as we handle advertising due to being a full service Amazon agency. Because Amazon controls pricing and stock levels, advertising helps brands influence consumer behaviour and maintain product visibility in a competitive marketplace. Sponsored Products campaigns are particularly effective for driving conversions at the ASIN level, while Sponsored Brands improve top-of-funnel brand awareness. Sponsored Display enables retargeting and audience expansion, and Amazon DSP offers advanced programmatic advertising options.
Brands should align advertising efforts with stock levels to avoid wasted ad spend or out-of-stock situations. It’s also important to use a balanced approach that includes both automated and manual campaigns to refine keyword targeting and improve performance over time. Amazon Demand-Side Platform (Amazon DSP), in particular, can be valuable for brands seeking broader brand awareness or those launching new products.
7. Vendor agreements, terms and profitability
Vendor agreements dictate the commercial terms between your brand and Amazon, covering areas such as co-op fees, freight allowances, damage allowances, and Marketing Development Funds (MDF). These terms affect the profitability of the relationship, and brands should review them carefully during annual negotiations.
Profitability must be monitored continuously, as fees, chargebacks, and retail price changes can erode margins. Brands should pay attention to Amazon’s CRaP (Can’t Realise a Profit) classification, which can result in Amazon limiting or stopping orders for products that are not financially viable. To avoid this, brands must manage costs, ensure efficient logistics, and maintain strong product demand.
8. Logistics, routing, and shipping
Operational excellence is essential for maintaining a strong relationship with Amazon for Amazon Vendor Central. All stock shipments to Amazon must follow the marketplace’s routing and prep requirements, including proper pallet configuration, correct carton labels, and on-time delivery schedules. Even minor deviations can cause delays or result in penalties from Amazon.
Amazon also offers optional programmes such as Direct Fulfilment, which allows vendors to ship directly to customers, and Born to Run, which accelerates the launch of new products by allowing Amazon to place larger initial purchase orders. These programmes can offer significant advantages but also require careful stock and fulfilment management.
9. Analytics and reporting
Amazon Vendor Central provides an array of reporting tools that help brands better understand performance across Amazon. These include sales reports, forecasting tools, operational metrics, and traffic and conversion analytics. Brands that regularly analyse these reports can identify trends such as rising demand, declining conversion rates, or stock shortages.
Analytics also help brands identify weak points in their product catalogue, such as listings with low traffic or poor conversion rates. These insights guide improvements in content, pricing strategy (within the limits of Amazon control), and advertising focus. ARA Premium, in particular, provides deeper insights that support advanced decision making.
How an Amazon agency supports brands on Amazon Vendor Central
Operating on Amazon Vendor Central can be a complex undertaking and it requires brands to have a very disciplined approach to their operations, logistics and Amazon marketing. Fluid Marketplaces partners with brands to navigate these demands, offering catalogue optimisation, A+ Content creation, Brand Story development, and Brand Store optimisations. As well as full‑service management of Amazon advertising, including Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP, all coming together to maximise visibility and drive sustainable growth. Our Amazon services help brands to make Amazon Vendor Central work for them and ensure that growth is long-term, profitable and sustainable.
Need further support with Amazon Vendor Central?
Amazon Vendor Central presents a powerful opportunity for brands to utilise Amazon’s retail infrastructure and reach millions of customers. However, success requires careful management of content, logistics, advertising, and profitability. With the right expertise, brands can thrive and grow significantly in the 1P environment. Fluid Marketplaces offers the strategic guidance needed to help brands succeed at every stage of their Vendor Central journey. If you would like to talk to one of our Amazon experts about an existing Amazon Vendor Central account, or an invitation your brand has received, contact us here and someone will get back to you asap.
