Difference between Vendor and Seller on Amazon

Amazon is a popular online marketplace used by many businesses in search of new clients. The platform makes numerous options, such as Amazon vendors and sellers, available to fulfill Amazon customers' orders. Choosing the method of fulfillment is crucial since it determines how a business should operate its operations to be successful while selling on Amazon. If you want to sell on Amazon, you need to know what it means to be a vendor instead of a seller.

Who are the different vendors that Amazon works with?

Direct distributors and manufacturers employ this fulfillment method, which entails vendors selling massive quantities of their products directly to Amazon.com. So, the sellers are also the providers. As a result of the invitation−only nature of the program, however, participation is limited for the great majority of businesses. In addition, "delivered from and sold by Amazon" will always be included in the Amazon seller's profile, making it easy to tell them apart from other sellers.

Among the benefits of becoming an Amazon dealer are the following −

  • It is an exclusive program that participants can only join if invited.

  • To sell in large quantities to Amazon, vendors often discount their products.

  • As a retailer, Amazon has total sway over pricing.

  • In terms of logistics, Amazon offers several permanent options to its clients.

  • There is a wide variety of promotional tools at your disposal.

  • Adheres to accepted practices in the sales industry.

The benefits of becoming an Amazon dealer are as follows −

  • This is because of the trust that customers place in Amazon as a company.

  • It offers an extensive variety of advertising mediums.

  • With this method, a business' only task is to fill the orders placed with Amazon, making it a very simple and effective strategy.

  • In addition to enhanced material, it also gives promotional opportunities.

Here is a list of some of the drawbacks of becoming a dealer for Amazon −

  • The sellers have no say over the prices at which their goods are sold. This is because Amazon may alter prices at its retail outlets according to its formulas.

  • Logistics for order processing are quite particular, and suppliers are held to a very high level.

  • When this happens, customers develop an unhealthy reliance on Amazon as their sole source of purchase. The vendor's income is at risk if the platform decides to shut down the vendor's account.

  • If this happens, the suppliers will lose all authority over their names.

Who exactly are the people selling things on Amazon?

This Amazon service lets third−party businesses promote and sell their products on the platform. When it comes to selling on Amazon, you may either go the DIY route or hire a professional. Maintaining a business seller account requires a monthly subscription payment. Nonetheless, you'll get a lot of perks in return, like special marketing consideration, access to data analysis resources, and more.

In addition, it lets shops determine their rates and manage customer accounts independently. For order fulfillment, Amazon sellers can choose between a third−party logistics provider and the Fulfilled by Amazon service.

The following are some characteristics of an Amazon seller

  • It's open to anyone who wants to join in.

  • The merchants continue to have full control over their financial records.

  • In this way, shops may interact with customers face to face.

  • Each company sets its rates.

  • Helps Improve Brand Content

Following are some of the benefits of participating in the Amazon Seller Program

  • Sellers have the last say on prices.

  • Sellers are responsible for any communications made from their accounts.

  • As a result of this program, shops may have access to valuable databases, including information on their clients.

  • When it comes to their inventory, the sellers are the ones in charge.

However, it does have a few drawbacks

  • Because of the higher fulfillment expenses associated with this program, profit margins are inevitably eroded.

  • Some suppliers may not understand how to use the platform's advertising features.

Differences: Vendor and Seller on Amazon

The following table highlights how the vendors on Amazon are different from their sellers −

Characteristics Vendor on Amazon Seller on Amazon
Order Fulfillment Orders placed on Amazon−affiliated seller sites are fulfilled by Amazon. When a customer orders on Amazon, the seller will ship it out.
Restrictions To become a qualified Amazon vendor, one must be invited. Sellers on Amazon are not regulated in any way, so anybody may sign up.
Logistics There is predetermined logistical options for the Amazon vendor. Unlike its competitors, Amazon's suppliers can adapt their supply chain quickly.
Pricing Control Seller pricing listed by Amazon sellers is subject to Amazon's oversight. Merchants set their rates on Amazon.
Advertising Options Numerous promotional options are available to an Amazon vendor. Amazon merchants have limited options for marketing their products.
Sales Process The Amazon vendor has a tried and true method of conducting business. A vendor on Amazon employs a complex sales strategy.


Amazon's vendor orders are completely fulfilled by Amazon itself. The standard method of making a sale, by invitation only, is on the table. It is, therefore, more likely to be used by large and well−known corporations. However, the merchant takes care of any orders submitted through an Amazon seller. Since there are no requirements to join, it is utilized by smaller businesses. However, it has fewer options when it comes to advertising.

Updated on: 29-Nov-2022


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