A brand can reach customers on Amazon in three basic ways: by selling itself as a Seller, by selling wholesale to Amazon as a Vendor, or through a distributor who sells on the brand’s behalf.
Selling yourself (Seller)
The brand sells directly to customers on the marketplace. It gives control over pricing, content and the range – but also requires the brand to run the whole operation: listings, pricing, advertising, stock and customer service.
Vendor
The brand sells to Amazon, which then sells to customers. The commercial terms are negotiated with Amazon, and the brand has less control over the retail price.
Distributor
A distribution partner sells the products on Amazon on the brand’s behalf and runs the operation within agreed guidelines. The brand does not need to build its own Amazon team but shares control with the partner through the agreement.
Choosing between them
The right model depends on how much control you want, which resources you have, and how important Amazon is in your overall sales. The models can also be combined – for example by market or by part of the range.
Is your brand ready for Amazon?
Tell us briefly about your brand, your products and where you sell today. We will get back to you to arrange a first conversation.