The Hybrid Approach to Selling on Amazon

When it comes to selling on Amazon, one of the biggest pain points we hear about from our brands is around selling through Vendor Central and working with Amazon directly.

While we don’t discourage this approach, we do understand that for most brands – not having full control over pricing, not being able to decide which products are being sold in which configurations, and relying on an Amazon broker to build and maintain their presence on Amazon can be a frustrating place to operate from.

And while some brands sell very well through Vendor Central, others do just as well selling only through the other side of the marketplace – Seller Central. (For a refresher on the platform breakdown, feel free to check out the video on our Brand Services page!)

Woman's hands on a laptop keyboard

We recommend an approach in the middle. In the Amazon world, this is referred to as a “hybrid selling approach.”

Selling on Seller Central (vs. Vendor Central) allows brands to have more control – over their pricing, images, content and customer interactions. It also gives them the ability to test products in different configurations to make sure they’re selling products at a pricing “sweet spot” where both the customers and the brand are happy.

Plus, in Seller Central, for brands with the correct trademark type, they have the ability to register in the Brand Registry, create Custom Amazon Stores, take advantage of Headline Search Ads, and add Enhanced Brand Content to their listings. Each of these pieces can give a brand a consolidated, customer-friendly presence on Amazon.

Here is what a storefront looks like – virtual shelf space on the world’s largest e-commerce platform!

Screenshot of the Michael Christopher storefront on Amazon

For some brands, since Vendor Central is an invitation-only program, selling on Seller Central is their only option. So as the brand’s sales grow, so do their possibilities in selling on Amazon. But even after receiving an invitation, many brands choose to continue selling on Seller Central – transitioning some products to the wholesale model with Amazon issuing purchase orders and either self-fulfilling or relying on Fulfillment By Amazon as the main driver of their sales. In this instance, selling on Seller Central becomes the stepping stone to Vendor Central and an easy way to get started in the e-commerce industry.

Beech Tree Trading helps brands to navigate this landscape and build out the possibilities on Seller Central regardless of where they’re starting – and where they’re heading. So if you’re selling on Vendor Central and you’re curious about how Seller Central can compliment your sales, or if you’re already on Seller Central and you’re looking to expand your sales so that Amazon will approach your brand for a direct wholesale arrangement – we’re here to help!

So where are you starting? Have you sold on Vendor Central and loved it? Have you faced some of the same struggles? Are you selling on Seller Central and looking to expand? Are you just getting started? Or facing analysis paralysis in trying to choose the best path for your brand?

We’d love to know!

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