Amazon Seller
Last updated: January 12, 2025
What is an Amazon seller?
An Amazon seller is a merchant who sells products directly to end customers through the Amazon marketplace. Unlike the vendor model, the seller keeps full control over pricing, inventory, and the customer relationship.
Sellers use Seller Central to manage their business activity on Amazon. To sell on Amazon, they can choose between FBA (Fulfillment by Amazon) and FBM (Fulfillment by Merchant) for shipping.
Table of contents
The Amazon seller model
As a seller, you sell your products directly to Amazon customers. You are the legal seller of record and carry the responsibility for prices, listings, and customer service.
Amazon provides the platform and earns selling fees. The Amazon seller model is open to almost everyone and does not require an invitation from Amazon.
Advantages of being a seller
- Price control: You set your own selling prices.
- Flexibility: Quickly adjust listings and inventory.
- Customer data: Direct access to customer feedback.
- Low barrier to entry: No invitation from Amazon required.
Seller vs. vendor
Seller: Sells directly to end customers, keeps price control, uses Seller Central.
Vendor: Sells to Amazon (B2B), Amazon sets the price and listing, by invitation only.
Frequently asked questions (FAQ)
How do I become an Amazon seller?
Register in Seller Central with your business details. You can choose between an individual account and a professional seller account.
What costs do sellers face?
Professional sellers pay a monthly subscription fee plus selling fees per item. The fees vary depending on the category.
Related terms
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