Amazon has been cutting vendor relationships since late 2024 and pointing brands to Seller Central instead. Handled well, it's an opportunity: control of your pricing, a shot at better margins, and the freedom to sell your full catalog, not only what Amazon chose to buy.
"Amazon is no longer sourcing products through this vendor relationship... purchase order generation has been permanently discontinued... you do have the option to continue selling through our third-party marketplace by opening a Seller Central account." That's a typical Amazon vendor termination notice. If this sounds familiar, you're not alone, and it's not the end of your Amazon business.
Vendor Central felt safe because Amazon handled everything, but that also meant Amazon controlled your price, chose which products to buy, and paid you on its own schedule. Seller Central flips that.
No more Amazon discounting your product against your own strategy. You set retail pricing directly and keep it consistent across every channel.
Vendor Central often runs on NET 60 payment terms. Seller Central disburses every two weeks based on actual sales: real cash flow instead of a two-month wait.
Vendor Central only ever ordered the SKUs Amazon wanted. On Seller Central, every product you make is eligible, not just Amazon's picks.
No wholesale discount off the top. After referral and fulfillment fees, many brands keep more per unit than they did selling wholesale, depending on category and cost structure.
You control your brand story, respond to buyers, and build the reviews and reputation that Vendor Central left entirely in Amazon's hands.
Vendor Central relationships can end at Amazon's discretion, with no appeal. On Seller Central your sales no longer depend on Amazon's purchase orders. The account is yours to run, within Amazon's seller policies.
Here's how a transition runs with us, from the first audit to ongoing management.
We review your full catalog, existing vendor ASINs, and current listing content to build a plan for what moves first, and whether a hybrid approach makes sense.
We set up your Seller Central account, migrate listings using your existing ASINs to help preserve reviews and rank, and rebuild your content where needed.
We build your retail pricing strategy, help you choose FBA or FBM, and manage the account going forward so growth doesn't stall after the switch.
We model your unit economics on Seller Central, fees included, so you decide with real numbers.
We move listings using your existing ASINs to help preserve reviews and rank where possible.
The strategist who plans your transition is the one who manages the account afterward.
If we migrate your listings using the same vendor ASINs, reviews and ranking history typically carry over. This is one of the most important parts of the migration to get right, and it's where most DIY transitions run into trouble.
If Amazon hasn't fully terminated your account, yes. A hybrid approach is common. We often recommend moving lower-volume or higher-margin SKUs to Seller Central first, while keeping proven, high-volume items on Vendor Central where that relationship is still active.
More operational responsibility: choosing FBA or FBM, managing referral and fulfillment fees, running advertising, and funding inventory ahead of sales. You gain control in return. Managing all of that is what we do, so the switch doesn't land on your team.
A+ Content tied to your brand is generally owned by Brand Registry, not the vendor account specifically, so it's usually preserved through a migration. We confirm this account by account before starting.
It's not strictly required to sell, but it protects your brand once you're competing directly and gives you access to A+ Content, Storefronts, and advertising tools. If you're not registered yet, we'll guide you through it.
It depends on your catalog size and account status. After your free review, you'll get a specific plan and timeline. The bigger factor is usually pricing and inventory strategy, which we keep refining well past launch.
Many brands see stronger unit economics once the wholesale discount is gone, even after referral and fulfillment fees, but it depends on your category and cost structure. We'll model this for your catalog before you commit to anything.
Get a free review of what a move to Seller Central looks like for your brand. No obligation.