29 March 2023
Amazon Seller Central vs Vendor Central: Which is Better for Your Business?
TweetLinkedInShareEmailPrint If you’re considering selling your products on Amazon, you have two main o...
You’ve most likely heard of it or you may have seen some discussions on it. As an Amazon Seller, the important question is, do you need to be part of the Amazon Business Seller Program? “What’s in it for me?” you ask. “Is it worth the fee?” “Is there an added fee to begin with?” These questions and more are what we intend to answer in this article.
In a nutshell, the Amazon Business Seller Program is a specialized suite of tools that allows to enable B2B ecommerce. In other words, it’s a platform where you’d be allowed to sell your products mainly for businesses. It doesn’t mean that you’d be shifting to a different set of target customers. Whatever market you have with your standard Selling on Amazon account, you get to keep. The Amazon Business Seller Program will simply augment what you currently have, plus you get to enjoy the added perks exclusive for Amazon Business accounts.
If you have an Amazon Consumer account, you get the following market:
Now, if you get qualified for the Amazon Business program, the following will be added:
To be eligible for the Amazon Business Seller Program, the following requirements must be met:
To check whether you’re meeting the required metrics, you can log in to your Seller Central Portal, which provides personalized, up-to-the-minute metrics on your performance.
So you’ve checked your metrics from the Seller Central Portal and you confirmed that you are qualified for the Amazon Business Seller Program? It is now time to register. Simply follow the steps below. For more insights on this process, see this post on How to Start an Amazon FBA Business.
If you still don’t have a Selling on Amazon account, it’s time you have one by signing up on amazon.com. If you have an existing Selling Account, you can add Amazon Business via the Seller Central Portal.
Add your detailed business description via the Profile Editor. You can also add quality certifications and diversity credentials. More on these later.
Listing tools are provided to allow Business Sellers to add their product catalogs. Also use the Enhanced Content feature to display additional product info to your clientele.
Reach millions of consumer and business customers.
There are two main fees that you may have to worry about when signing up for an Amazon Business Account. The good news is if you have an existing Consumer Account, then there won’t be an additional monthly fee.
When you initially sign up for an Amazon Seller account, there will be a monthly fee of $39.99. Adding the Amazon Business platform will not incur an additional monthly fee.
Four product categories will have lower referral fees for a Business Account. These product categories are: Consumer Electronics, Office Products, Tools & Home Improvement, and Industrial & Scientific. For other product categories, the referral fees will be the same as with a Consumer account.
For the complete list of fees, go to this link.
This is where you need to pay close attention to if you’re seriously considering signing up for the Amazon Business Seller Program. These key features intend to aid in selling to business customers and managing your Amazon business.
This feature will let you offer different pricing that is solely intended for your business customers and not for your regular consumer customers. This will also allow you to offer tiered bulk discounts, which is a type of purchase expected from businesses.
Having a business profile gives that extra level of confidence to business customers that they are making informed buying choices. Your profile on your Business Seller account will allow you to add your company logo, the year your business was established, your business type, a unique company story and description, and more. These pieces of information will be available to customers when they click on your seller name in the Buy Box, in the Ships from and Sold by line on a product detail page, or on the product’s More Buying Choice and Offer Listings pages.
This feature will allow you to bring your product closer to your customers by providing them with a wide array of relevant information about your products such as user guides, spec sheets, CAD diagrams, comparison charts, installation manuals, and more.
Different businesses require different purchase quantities, regardless if you already have tiered pricing laid out to them. For this reason, an option to request for quotes was added as a feature on Amazon Business. Your business customers can provide you with the quantity of potential orders and you can reply with a discounted offer.
You can add quality, diversity (national and state diversity), and ownership certifications to help your company stand out to your business customers.
Quality and ownership certifications include ISO (International Organization for Standardization) and AS (aerospace standard) systems.
Meanwhile, national diversity certifications include women-owned, LGBT business, minority-owned, veteran-owned, and some SBA (small business administration) certifications.
Finally, state diversity certifications vary by state.
This is almost a no-brainer. If you’re qualified to include business customers to your market, there’s really no reason not to become an Amazon Business Seller. If your Seller Central metrics do not qualify you for the program, it might be high time you find a proper fix for it. You may think the added features are something you have no use of. Probably only for the time being, but in the long run, it will be worth it.