As a vendor, you are responsible for providing product data and setting up listings. The process is very similar to that in Seller Central. You complete the form and hook up to the catalog or enter the information manually. This includes product attributes, description, bullet points, title and the wholesale price.
In Seller Central, this data usually goes live immediately. For Vendor Central, Amazon checks all the listings submitted to make sure they adhere to their guidelines. This is because, as the retailer, Amazon is ultimately responsible for how it describes the products it sells. Amazon may also make changes to your listings, if any elements break their guidelines.
googletag.cmd.push(function() {
googletag.display("content-ad-6");
});
The good news for vendors is that their listings aren’t as susceptible to hijacking, where dishonest Amazon sellers can submit false information and take over a product listing. This is because listings created from Vendor Central, and therefore reviewed by Amazon itself, take precedence over listings created from Seller Central. For example, if a seller tries to create an EBC listing but there’s already a listing from the vendor side, it won’t let them. The first-party retail catalog is the dominant one.
Despite this, it is still worth enrolling in Brand Registry. This focuses on the brand, instead of whether you use Seller Central or Vendor Central, meaning it can offer you protection from counterfeiting across Amazon as a whole.