VC

Vendor Central is Amazon’s interface for 1P partners.
In this model, vendors sell their products wholesale to Amazon, and Amazon retails those products to customers.
VC provides the tools and workflows needed to manage every aspect of that relationship.

Key functions inside Vendor Central:

• viewing and accepting purchase orders (POs)
• managing cost prices, terms, and trade agreements
• submitting ASN and shipment details
• invoicing and payment tracking
• resolving shortages, chargebacks, and disputes
• managing the product catalog and content
• accessing analytics such as Retail Analytics Basic or Premium
• enrolling in programmes like AVS or Born to Run

Who uses Vendor Central:

• manufacturers
• brand owners
• distributors
• authorised wholesale partners
   Typically invited by Amazon (not open for public registration).

VC vs. Seller Central:Advantages of using VC:

• predictable PO based revenue
• stronger retail placement and visibility in some categories
• Amazon often handles customer service and returns
• potential access to large retail events and promotions
• useful for brands that prefer a wholesale model

Challenges of VC:

• lower margins due to wholesale pricing
• strict operational compliance (chargebacks, shortages)
• limited control over retail price
• heavy reliance on Amazon forecasting
• complex terms and agreements

Example:
A kitchen appliance brand sells its blenders wholesale to Amazon.
Amazon lists these items on the marketplace under “Ships from and sold by Amazon”.
The brand manages all catalog, POs, chargebacks, and analytics through Vendor Central.

Why It Matters:
VC defines the entire operational and financial structure of 1P relationships.
Understanding Vendor Central is essential for brands working directly with Amazon as wholesalers.

In short:
VC (Vendor Central) is the portal used by first party vendors to manage wholesale operations with Amazon, including POs, invoices, catalog, and operational performance.