Should You Move Your Brand to Amazon’s Seller Central?

Amazon put many wholesale vendors in a stir as rumors circulated about the forced move from Vendor Central to Seller Central. If you want to take back control of your brand, read this Pulse article.

Hinge Content Writer

Hinge is disrupting digital commerce with purpose and has the e-commerce experts you need to stay up to date on everything Amazon related.

Amazon has put many wholesale vendors in a stir this week as rumors circulated about the push from Vendor Central to Seller Central. Fortunately, they are not moving most sellers off the platform - at least not yet - however, they are requiring sellers on Vendor Central to sign up for Amazon’s Brand Registry and some sellers may choose to make the move themselves.

So, what’s this all about? Well, Amazon is making efforts to put an end to counterfeit products and give brands more protection. The best way for Amazon to do that is by requiring authorized sellers to register their authentication. Ultimately, these changes simplify the verification process on Amazon’s side to ensure they are purchasing items genuine to the brand. This way only registered sellers will have access to automatic purchase-orders fulfillment and Amazon is allowing seller 60 days to get their ducks in a row. Requirements for registry are different for each country.  

However, there are a few vendors who do not have the option to stay on the platform as Amazon will not be renewing their PO’s. These are typically brands that bring in less than $10 million a year and there is a wide range of theories as to why these particular companies have been targeted. Regardless of the various reasons Amazon is motivated to push smaller companies off the platform, this does not mean the end of business on Amazon for those sellers. Hinge is here to help find solutions.

For those companies, Hinge recommends following these four steps:

Step 1

Don’t panic. We understand that big changes are scary, especially when they happen suddenly, but there is always a course of action for every new development.

Step 2

Explore your options. Yes, there are still many options for you to sell on Amazon and Hinge has the Amazon experts to help you decide how you should fulfill your orders. From FBA to SFP, there is a fulfillment method that will work for your product.

Step 3

Embrace the change. As we know, Amazon changes constantly, but keeping up is essential to your business’ visibility. If you have to make the change to Seller Central, consider what it has to offer:

– More control over pricing.

– Easy seller support through phone, email, or chat.

– Free Enhanced Brand Content (EBC) instead of A+.

– Full control over inventory with brand registry.

– Receive payments every 7-14 days.

– Allowed to sell across all Amazon marketplaces.

– Full access to customer data.

– Ability to directly message customers (with some limitations).

Step 4

Get started. Hinge’s holistic team of e-commerce experts can develop a personal business strategy for your brand. If your business has been affected by these changes on Amazon, Hinge can help you adapt.

We know these changes can be stressful, but Hinge is here to help with all the steps of this process. For further assistance visit

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