The different types of sellers on Amazon

The different types of sellers on Amazon

There are two main types of merchants on Amazon: the Vendor, who will sell their stock to Amazon directly, and the Seller, who will sell their products directly on the marketplace.

Beyond this quick definition, we will see here what are the advantages and disadvantages of each of these statuses.

What is a Vendor on Amazon? 

The Vendor is a status that allows you to sell your stock directly to Amazon . He does not manage the logistics part or customer service. It also does not have control over the selling prices that will be charged directly by Amazon.

The merchant thus becomes a supplier to Amazon who will buy the products wholesale. This type of seller can be easily repaired by mentioning “ Shipped and sold by Amazon ” on the sheet of the products concerned below the Buy Box.

This status is special, since it is Amazon that invites merchants to become Vendors. 

What is a Seller on Amazon? 

The Seller is a merchant who has registered with Amazon to be able to sell their products there . Unlike the Vendor, it has full control over its selling price. This type of status is open to all merchants and easily accessible through the Amazon interface.

Seller sellers then have two options regarding logistics:

  • FBA (Fullfilment by Amazon) : logistics are managed by Amazon
  • FMA (Fullfilment by Merchant) : logistics are managed by the seller

The Seller FBA (Fullfilment by Amazon)

In this case, the Seller FBA entrusts all the logistics management to Amazon , that is to say, it completely discharges all the delivery and its products are stored at Amazon. It is therefore Amazon that will handle customer service and all returns.

This solution is not free but guarantees the seller to be among the Prime merchants and really maximizes his visibility on the marketplace.

The Seller FBM (Fullfilment by Merchant)

Unlike the FBA, the Seller FBM merchant will manage its logistics itself . This solution is preferred for sellers who master their logistics extremely well or who offer products that do not meet Amazon conditions for FBA. 

Note that Amazon can also offer to join sellers to be in Prime, even if they are in FBM.

Advertise on Amazon

Whether the advertiser is in Vendor Central or Seller Central, he has access to the same paid visibility tools via Amazon Ads. He can therefore set up campaigns :

  • Sponsored products
  • Sponsored brands
  • Sponsored display

He can also have access to Amazon’s DSP to be able to launch larger display campaigns.

You have understood it, there are therefore several ways to sell your products on Amazon, according to your needs but also according to the functioning of your business. 

To see more clearly and have all the cards in hand to optimize your presence on marketplaces and increase your sales tenfold, Contact Us for the complete guide produced by our experts! 


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