The uncertainty surrounding the future of Amazon’s Vendor Central program is the main reason many brands are rethinking their strategy on the platform.
In the summer of 2019, Amazon significantly reduced—sometimes even permanently—its purchase orders from brands in the Vendor Central program, with no explanation.
This move sent shockwaves through the Vendor Central community. Brand retailers had grown accustomed to a steady stream of purchase orders from Amazon, which they accepted in exchange for having less control over pricing and product listings.
While both Vendor Central and Seller Central offer benefits, Seller Central gives brands more control over their operations and allows for more specific business rules. This aligns closely with what many brands are now seeking—especially in light of the uncertainty around revenue coming from Vendor Central.
Faced with stalled purchase orders, mounting chargebacks, and reduced customer support, many Vendor Central merchants are making the shift. In search of more control over their operations, they’re increasingly moving toward Seller Central.
Although setting up Seller Central can be more demanding, it allows brands to establish a fallback source of orders through Amazon’s standard marketplace—essential in case Amazon slows or stops Vendor orders.
Protecting Their Brand
Brands selling on Amazon are also deeply concerned about counterfeit or low-quality knockoffs being introduced by unauthorized third-party sellers.
Amazon Brand Registry
The best way to guard against unauthorized listings is to enroll in Amazon’s Brand Registry. This program provides key tools for Vendor Central brands and manufacturers to fight counterfeit issues—and also smooths the transition from Vendor Central to Seller Central.
On Amazon, only one product listing is allowed per ASIN. That traditionally meant Amazon controlled product descriptions. Brand Registry helps level the playing field by allowing brands to:
-
Take greater control over the information shown on product pages, even those listed by other sellers using the brand name.
-
Access research and reporting tools to identify potential brand infringements.
-
Receive predictive alerts from Amazon about low-quality or inaccurate listings associated with their brand.
Being part of the Brand Registry gives brands more control—no matter which selling program they use.
The Changing Role of Brands in the Amazon Ecosystem
The role of branded products on Amazon has shifted. Most shoppers now search using generic terms rather than specific brand names. This trend has benefited private-label products—often launched by Amazon itself.
To ease concerns among established brands, Amazon has introduced measures to support them. For example, the “Top Brand” badge, currently seen in the apparel and footwear categories, may expand to other product types in the future. Similar to “Top Seller” and “Amazon’s Choice,” this badge can influence buyer decisions.
It’s a curious move. For a while, Amazon seemed to favor Seller Central’s flat, data-driven catalog model, where all products are ranked strictly on ratings and reviews. The “Top Brand” badge breaks from that logic, giving preferential treatment to select, recognized brands.
It remains unclear what Amazon’s long-term intent is with this badge—or whether it’s tied to the recent order cutbacks for large brands. For Vendor Central sellers, the future remains murky.
A Hybrid Approach for Now
Rather than switching entirely to Amazon Seller Central, many brands are opting for a hybrid approach—maintaining both systems. This seems to be the most strategic move, especially for brands still receiving Vendor orders, or those wanting a fallback in case Amazon unexpectedly zeros out their inventory.
It also protects against potential future disruptions in Amazon's order flow. Your product visibility remains intact—and with Seller Central, you gain much more control.