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Amazon Vendor Express no longer exists. Amazon announced the shutdown in March 2018, stopped taking orders May 21, 2018, and fully closed the program on January 1, 2019. If you're searching for Vendor Express in 2026, you're looking at a program that's been dead for over seven years.
This article covers what Vendor Express was, why Amazon shut it down, what selling models exist today, and how to decide which path fits your brand.
What Was Amazon Vendor Express?
Vendor Express launched in 2015 as a simplified wholesale onramp for smaller brands. It sat between the open third-party marketplace (Seller Central) and the invite-only wholesale program (Vendor Central). Brands could apply directly, get approved without an invitation, and sell products wholesale to Amazon at scale.
The pitch: sell directly to Amazon, let Amazon handle pricing and fulfillment, get "Sold by Amazon" on your listings, and skip the operational lift of running a third-party seller account.
The reality: inconsistent quality control, counterfeit risk, and a program that Amazon couldn't make profitable. CNBC's 2018 coverage cited poor vetting, insufficient support, and low traction among quality sellers as the reasons Amazon pulled the plug. Joe Kaziukėnas, CEO of Marketplace Pulse, said Amazon "likely realized the brand quality wasn't there and the ROI was poor."
Will Tjernlund from Goat Consulting was blunt: Vendor Express "just took up too much support and time for something that generated very little revenue."
Amazon killed the program. No replacement was announced. Brands that relied on Vendor Express had to migrate to Seller Central, wait for a Vendor Central invitation, or partner with an agency to manage their Amazon presence.
What Selling Models Exist Today?
If you're evaluating how to sell on Amazon in 2026, you have four main paths:
Seller Central (3P). Open to anyone. You set pricing, control inventory, and choose fulfillment (FBA or self-ship). Full access to advertising and Brand Registry tools if you have a registered trademark. This is the default path for almost all new Amazon sellers.
Vendor Central (1P). Invite-only. Amazon buys your products wholesale and resells them. Amazon controls pricing. You give up margin in exchange for volume and the "Sold by Amazon" badge. Best suited for very large brands with high-volume SKUs where the wholesale economics work and you can absorb chargebacks and co-op fees.
Hybrid model. Some brands operate both a 3P Seller Central account and maintain 1P Vendor Central relationships for select SKUs. This is increasingly common as brands balance pricing control (3P) with volume (1P).
Partner/agency model. Work with an Amazon agency or authorized reseller that operates on your behalf. The agency handles operations, advertising, and account management. You retain strategic control without needing in-house Amazon expertise.
Seller Central vs. Vendor Central: Key Differences
| Factor | Seller Central (3P) | Vendor Central (1P) |
|---|---|---|
| Access | Open to anyone | Invite-only |
| Pricing control | You set prices | Amazon sets prices |
| Fulfillment | FBA or self-ship | Amazon buys wholesale, handles fulfillment |
| Listing badge | "Fulfilled by Amazon" (FBA) or "Ships from [Seller]" | "Sold by Amazon" |
| Margin structure | You keep retail margin minus Amazon fees | You sell wholesale; Amazon takes retail margin |
| Advertising access | Full access (Sponsored Products, Brands, Display) | Full access (same ad types available) |
| A+ Content | Available with Brand Registry | Available |
| Operational lift | High (you manage inventory, orders, customer service if not FBA) | Low (Amazon handles post-purchase) |
| Cash flow | Paid every two weeks | Net 60-90 days typical |
| Chargebacks/co-op | None | Common (shortage claims, co-op fees, freight chargebacks) |
The convergence is real. Advertising features, A+ Content, Brand Registry protections, and analytics once exclusive to Vendor Central are now standard for enrolled 3P sellers. The gap between 1P and 3P tools has narrowed significantly since 2018.
Should You Choose Seller Central or Vendor Central?
Choose Seller Central if:
- You want pricing control and margin protection
- You can handle operational lift (inventory planning, listing improvement, advertising) or work with an agency
- You want faster payment cycles (14 days vs. 60-90 days)
- You're a new or mid-sized brand without an existing Vendor Central relationship
Choose Vendor Central if:
- You're invited and the wholesale economics work for your category
- You have high-volume, commodity-style SKUs where Amazon's bulk buying power makes sense
- You can absorb chargebacks and co-op fees without margin erosion
- You prefer low operational involvement and are okay with Amazon controlling pricing
Choose a hybrid model if:
- You're large enough to manage both channels
- You want to use 1P for high-volume core SKUs and 3P for new products, bundles, or margin-sensitive items
- You have the infrastructure to prevent channel conflict
Choose an agency partner if:
- You don't have in-house Amazon expertise
- You want the control of Seller Central without building an internal team
- You need someone to manage advertising, catalog, inventory, and account health full-time
How to Get Started on Seller Central
If you're moving from a Vendor Express mindset to Seller Central, here's the migration checklist:
1. Create a Seller Central account. Visit sell.amazon.com and choose Professional Seller ($39.99/month). Skip Individual Seller unless you're selling fewer than 40 units per month.
2. Enroll in Brand Registry. If you own a registered trademark, enroll at brandregistry.amazon.com. This unlocks A+ Content, Sponsored Brands, Brand Analytics, and IP protections.
3. Set up FBA. Ship inventory to Amazon fulfillment centers. FBA costs $3.06-$3.65 for small standard items. Amazon claims FBA shipping costs 70% less per unit than comparable premium carrier options. FBA products are Prime-eligible automatically.
4. Build strong listings. Upload high-quality images, write benefit-driven bullet points, use backend search terms. If you're Brand Registry-enrolled, build A+ Content. Basic A+ Content can increase sales by up to 8%; Premium A+ Content by up to 20% (Amazon data).
5. Launch advertising. Start with Sponsored Products campaigns targeting your own product and category keywords. Add Sponsored Brands and Sponsored Display as you scale.
6. Monitor account health. Track Order Defect Rate, Late Shipment Rate, and Valid Tracking Rate. Stay under Amazon's thresholds to avoid account suspension.
FAQ
Is Amazon Vendor Express still available?
No. Amazon shut down Vendor Express on January 1, 2019. The program has been fully discontinued for over seven years.
What happened to Amazon Vendor Express?
Amazon announced the shutdown in March 2018, citing quality control issues, counterfeit risk, and low ROI. The program stopped accepting orders on May 21, 2018, and was permanently closed on January 1, 2019.
Can I still sell wholesale to Amazon?
Yes, through Vendor Central, but it's invite-only. Amazon decides who gets access based on brand size, category fit, and volume potential. Most brands should start with Seller Central (3P) instead.
What's the difference between Vendor Central and Seller Central?
Vendor Central is Amazon's wholesale program (you sell to Amazon, Amazon resells). Seller Central is the third-party marketplace (you sell directly to customers, Amazon may fulfill via FBA). Seller Central gives you pricing control; Vendor Central gives you "Sold by Amazon" branding but Amazon controls pricing.
Do I lose the "Sold by Amazon" badge if I use Seller Central?
Yes. Seller Central products show "Fulfilled by Amazon" (if using FBA) or "Ships from [Your Seller Name]" (if self-fulfilling). The "Sold by Amazon" badge is exclusive to Vendor Central. However, FBA products are Prime-eligible and benefit from Amazon's fulfillment reputation.
How much does FBA cost?
FBA fees vary by product size and weight. Small standard-size items (under 12 oz) cost $3.06-$3.65 per unit. Monthly storage is $0.78 per cubic foot (January-September) and $2.40 per cubic foot (October-December). Detailed fee schedules are available in Seller Central.
Can I use both Vendor Central and Seller Central?
Yes. Some brands run hybrid models, using Vendor Central for high-volume core SKUs and Seller Central for new products, bundles, or margin-sensitive items. You'll need to manage channel conflict carefully to avoid competing against yourself.
What if I don't have time to manage Seller Central myself?
Work with an Amazon agency. Agencies handle operations, advertising, catalog management, and account health on your behalf. You retain strategic control without needing in-house Amazon expertise. SupplyKick's agency services are built for brands that want the control of Seller Central with full-service operational support.
What advertising options are available on Seller Central?
Sponsored Products, Sponsored Brands (requires Brand Registry), Sponsored Display, and Amazon DSP (managed service). The ad types once exclusive to Vendor Central are now available to Brand Registry-enrolled Seller Central sellers.
How long does it take to get paid on Seller Central?
Amazon pays Seller Central sellers every 14 days. Vendor Central operates on Net 60-90 day payment terms typical of wholesale relationships.
What This Means for Your Brand
Vendor Express is history. The program never delivered on its promise of frictionless wholesale access, and Amazon moved on. The brands that relied on Vendor Express in 2018 either migrated to Seller Central, landed Vendor Central invites, or partnered with agencies to manage their Amazon presence.
If you're evaluating your Amazon strategy in 2026, Seller Central is the default starting point for most brands. You control pricing, keep your margin, and access the same advertising and content tools that were once 1P-exclusive. Vendor Central still exists, but it's invite-only and the economics only work for high-volume brands that can absorb wholesale margin compression.
If you want Seller Central control without building an internal Amazon team, agency partnership is the practical middle path. You get operational expertise, advertising management, and account oversight without hiring headcount.
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