Amazon distribution models: what's the winning strategy for 2025?
Amazon is constantly transforming the e-commerce landscape, imposing new dynamics that are shaking up brand strategies. In 2024, more than 900,000 new sellers joined the platform and had to ask themselves the right questions to choose the distribution model that would maximize their impact on Amazon: Vendor Central or Seller Central?
The right model can make all the difference between an optimized presence and missed profitability. Price control, logistical flexibility and visibility on the marketplace - each option offers key advantages. In this article, we decipher what's at stake with these two strategies, to help you make the choice that best suits your brand and your objectives.
Vendor Central vs. Seller Central: understanding the fundamentals
The choice between Vendor Central and Seller Central depends on many factors, including your pricing strategy, logistics capacity and business objectives.
Vendor Central: The B2B Approach for Big Brands
With Vendor Central, you sell directly to Amazon. Amazon's algorithm determines the quantities to purchase and then handles sales to consumers. This means you relinquish control over pricing, stock levels, and inventory management to Amazon, which takes care of logistics, customer service, and returns.
Advantages
Simplified management – Amazon handles everything.
Easier access to the Buy Box.
Ideal for low-margin products, where Amazon’s logistics and operational efficiency compensate for the lower profitability.
Disadvantages
No control over final pricing.
Dependence on Amazon’s purchasing decisions.
Access is restricted to brands selected by Amazon, making it an exclusive program.
Seller Central: More Control, More Responsibility
With Seller Central, you manage your own sales strategy. You sell directly to consumers and can choose between two fulfillment programs: FBA (Fulfilled by Amazon) and FBM (Fulfilled by Merchant).
With FBA, you store products in Amazon’s warehouses, and they handle shipping and customer service.
With FBM, you manage your own logistics and order fulfillment.
Advantages
Full control over pricing and catalog management.
Greater flexibility for launching new products.
Access to Pan-European visibility, selling across multiple Amazon marketplaces through a single Seller Central account.
Disadvantages
More complex accounting and compliance management.
Requires dedicated resources for logistics and inventory management.
Profitability analysis is essential for FBA.
Distribution Trends & Market Shifts
In 2024, 62% of units sold on Amazon came from Seller Central, and this number continues to grow.
Why? Amazon is gradually reducing its number of small Vendor accounts, favoring large corporations and mid-sized enterprises. As a result, smaller businesses and brands looking for greater operational freedom and higher profit margins are shifting towards Seller Central, which offers maximum flexibility for managing inventory and promotions.
Key Takeaways:
Vendor Central remains relevant for low-cost products and brands that can negotiate favorable terms with Amazon.
Seller Central is the go-to option for brands that want more control and higher margins. A hybrid model (FBA + FBM) allows for greater flexibility, especially when launching a new product.
Bizon Distribution: A Turnkey Solution for Brands
For companies that want to optimize their Amazon distribution without dealing with administrative and logistical constraints, Bizon Distribution offers a plug-and-play solution.
Why Choose Bizon Distribution?
Rapid product launch across all Amazon marketplaces.
Complete catalog, logistics, and tax management: No VAT to handle, one single invoice per month, multilingual customer service (managing claims, returns, and reviews).
Retail Media optimization to boost sales.
Our Amazon shipment management service ensures optimal stock management. Through precise analysis, we monitor your stock levels in real-time, optimize your shipments, anticipate future needs, and adjust your orders based on sales trends.
With Bizon Distribution, we sell for you—and we sell a lot.
So, which model should you choose in 2025?
If your goal is to maximize simplicity and quickly access the Buy Box, Vendor Central can be a viable option—as long as Amazon places orders for your products.
If you want full control over pricing and brand strategy, Seller Central remains the best choice. A hybrid Seller Central model (FBA + FBM) can be a flexible and profitable solution, especially for growing brands.
At Bizon, our mission is to help you choose the best strategy aligned with your goals and constraints. Whether you opt for Vendor, Seller, or a hybrid model, we support you in maximizing your performance on Amazon.
Head of Distribution
