Your products are on Amazon, but someone else is selling them: resellers, a distributor, or Amazon itself through a wholesale deal. This page explains how a brand starts selling its own products on Amazon UK, what changes for your retail partners, and how we run it for you.
Resellers on your listings. Your products are listed and selling, but the seller is someone else. They set the price and decide how the product is shown.
Amazon buys from you. You sell to Amazon wholesale through Vendor Central, and Amazon sets the retail price. It can drop that price whenever it chooses, whatever your other stockists charge.
A distributor sells for you. A trade partner runs the Amazon side. You see the sales figures, not the listing.
How you start selling direct
Your own Seller Central account. If you do not have one, we open it in your company's name, with your bank details. It is yours from day one, and you invite us in as a manager. We never hold your login.
Brand Registry. Enrolment needs a trade mark from a participating office, such as the UKIPO, and a pending application is accepted. It gives you control over how your listings read.
Your listings, taken back and rebuilt. Your products usually have listings already. With Brand Registry you control how they read, and we rebuild the titles, bullet points, A+ content and search words.
Your own offer. You sell on your own listings, on what Amazon rewards: price, delivery, stock and seller health. That is how the Buy Box comes back to you.
Seller Central and Vendor Central
Vendor Central. Amazon buys your stock wholesale and sells it as Amazon. Amazon decides the price the customer pays.
Seller Central. You sell to the customer yourself. You set the price, you keep the sale, and the listing is yours to run.
Both. Some brands run both. If you sell through Vendor Central today, your appraisal looks at how the two would fit, product by product. We run the Seller Central side.
Protecting your retailers and distributors
Nobody is cut off overnight. You choose the route: sell alongside everyone, alongside a chosen few, or be the only seller. Where you want a seller gone, your trade customers get fair notice to sell through the stock they hold.
We act only where there are real grounds. Reporting a seller who bought your stock legitimately can count against your own account, so we do not do it.
Your price, held lawfully. In the UK you cannot tell a reseller what to charge. You can sell on your own listing, at your own price, every day.
A steadier price for your stockists. The aim is that Amazon stops being the place your product is cheapest, which is the first thing your retail partners notice.