/Logos/SupplyKick_Logo.svg){kind=logo}
Amazon Vendor Express shut down on January 1, 2019. If you're searching for it now, the answer is simple: it's gone. What replaced it depends on your brand size, margin tolerance, and how much control you want over pricing and fulfillment.
What Was Amazon Vendor Express?
Vendor Express launched in 2015 as a middle ground between Seller Central (the open 3P marketplace) and Vendor Central (the invite-only 1P wholesale program). It let small and mid-sized brands sell directly to Amazon without an invitation. Amazon would buy inventory wholesale, handle fulfillment, and resell products under the "Sold by Amazon" label.
The pitch was straightforward: get the wholesale relationship and Amazon fulfillment without waiting for a Vendor Central invite.
Why Did Amazon Shut It Down?
Amazon announced the closure in March 2018, stopped accepting purchase orders on May 21, 2018, and fully retired the program on January 1, 2019.
The reasons, reported by CNBC and industry sources:
Weak quality control. The vetting process didn't filter out counterfeit or low-quality products effectively. Amazon's brand reputation took hits from Vendor Express inventory issues.
Low traction with quality sellers. Large, established brands were already using Vendor Central. Smaller brands preferred Seller Central's pricing control. Vendor Express was stuck in the middle with no clear value proposition.
Support cost vs. revenue. Running a wholesale program for thousands of small sellers required significant internal resources. The revenue didn't justify the operational overhead.
Amazon chose to focus on the two models that worked: Vendor Central for high-volume wholesale relationships, and Seller Central for everyone else.
Is Amazon Vendor Express Still Available?
No. The program has been fully discontinued since January 2019. If you're looking for a wholesale path to Amazon, your options are:
- Vendor Central (invite-only) if Amazon reaches out
- Seller Central (open to anyone) for 3P selling
- Hybrid model (some brands run both SC and VC accounts simultaneously)
- Partner-led model (work with an agency or authorized reseller who operates on your behalf)
The default path for almost all brands today is Seller Central.
What Replaced Vendor Express for Most Brands?
Seller Central became the dominant entry point. It's open, flexible, and gives brands full control over pricing, inventory, and fulfillment. You can use Fulfillment by Amazon (FBA) to get Prime eligibility and Amazon's logistics network without giving up wholesale margin.
Vendor Central still exists but remains invite-only. Amazon uses it for established brands with high-volume SKUs where the wholesale economics make sense. If you're not invited, you can't apply. And even if you get in, you lose pricing control and face chargebacks, co-op fees, and margin pressure.
Hybrid models are increasingly common. Some brands operate a 3P Seller Central account for most SKUs while maintaining a 1P Vendor Central relationship for select products. This lets them balance volume with control.
Partner-led models are for brands that want the benefits of Seller Central without running the operation in-house. An Amazon agency or authorized reseller manages the account, listings, advertising, and logistics on the brand's behalf.
Seller Central vs Vendor Central After Vendor Express
Here's how the two main models compare in 2026:
| Factor | Seller Central (3P) | Vendor Central (1P) |
|---|---|---|
| Pricing control | You set the price. Amazon can suppress uncompetitive listings, but you control MSRP. | Amazon sets the price. You wholesale at a negotiated rate. No direct control. |
| Margin structure | Retail margin minus referral fee (8-15%) and FBA fees. Typical FBA cost for small standard: $3.06-$3.65. | Wholesale (often 50-60% of retail). Chargebacks, co-op marketing fees, and compliance costs on top. |
| Fulfillment | You choose: ship yourself (FBM) or use FBA. FBA costs 70% less per unit than comparable premium carriers. | Amazon handles fulfillment. You ship bulk POs to distribution centers. |
| Advertising & content | Full access to Sponsored Products, Brands, Display, A+ Content, Brand Registry, Amazon Vine. | Same ad tools in 2026. You don't technically own the listing; Amazon does. |
| Operational workload | You manage inventory, repricing, customer service (FBM), account health. FBA reduces some burden. | Amazon owns post-PO operations, but PO accuracy, compliance, and chargebacks create admin overhead. |
How to Decide Which Model Fits Your Brand
Best fit for Seller Central
- You want pricing control
- You're willing to manage inventory and operations (or work with a partner)
- Your margins are tight and you can't afford wholesale discounting
- You're a new or emerging brand without an existing Amazon wholesale relationship
- You want access to the full Brand Registry toolset without waiting for an invitation
Best fit for Vendor Central
- You're invited (you can't apply)
- You have high-volume SKUs where the wholesale economics work
- You're comfortable giving up pricing control
- You can absorb chargebacks and co-op fees without destroying margin
- You want the "Sold by Amazon" badge (but know that FBA gets you "Fulfilled by Amazon" + Prime, which often converts just as well)
Warning signs the wrong model is hurting growth
- You're on Vendor Central but Amazon keeps cutting your PO volume
- You're losing money on every order due to chargebacks and co-op fees
- You're on Seller Central but don't have the internal bandwidth to manage it and your listings are deteriorating
- You're stuck between models and losing sales because you haven't committed to a clear path
Migration Checklist for Brands Transitioning to Seller Central
If you're moving from a wholesale mindset (Vendor Express or Vendor Central) to a 3P model, here's what to set up:
- Catalog and listing ownership. Enroll in Amazon Brand Registry with your registered trademark. This gives you listing control and access to A+ Content, Sponsored Brands, and other brand tools.
- Fulfillment setup. Decide between FBA and FBM. For most brands, FBA makes sense: Prime eligibility, lower per-unit shipping cost, and Amazon handles customer service. You create shipments through Seller Central and send inventory to Amazon's fulfillment centers.
- Advertising access. Set up Sponsored Products, Sponsored Brands, and Sponsored Display campaigns. If you were previously a Vendor and had access to Amazon Marketing Services (AMS), the tool sets have largely converged. You're not losing ad access by moving to 3P.
- Reporting and cash flow. Seller Central deposits proceeds every two weeks (minus fees). Vendor Central pays on invoice terms (often 60-90 days or more). The cash flow model is different. Make sure your accounting and forecasting can handle the shift.
Common Questions About Amazon Vendor Express
Can I still sell wholesale to Amazon?
Yes, through Vendor Central, but only if Amazon invites you. You cannot apply. If you're not invited, Seller Central is your path.
Did Vendor Express become Vendor Central?
No. Vendor Central existed before Vendor Express and continued after it shut down. Vendor Express was a separate, open-enrollment wholesale program. When it closed, there was no direct replacement: most brands moved to Seller Central.
Should I switch to Seller Central or work with a partner?
If you have the internal bandwidth to manage listings, inventory, advertising, and account health, Seller Central is the most cost-effective option. If you don't, or if Amazon operations aren't core to your business, working with an agency or partner who specializes in Amazon can give you the benefits of 3P selling without the operational burden. SupplyKick operates in this model: we run the Seller Central operation on behalf of brands, handling everything from listing optimization and advertising to fulfillment coordination and account management.
What about the "Sold by Amazon" badge?
You lose it when you move to Seller Central. But FBA gives you "Fulfilled by Amazon" and Prime eligibility, which research shows converts at similar or higher rates. Most customers care more about Prime eligibility than who the seller of record is.
Do I lose advertising or content tools moving from Vendor Central to Seller Central?
No. As of 2026, almost all the ad tools and content features that used to be Vendor Central-exclusive are now available to Brand Registry-enrolled Seller Central accounts. You get Sponsored Brands, Sponsored Display, A+ Content, Amazon Vine, and Brand Analytics. The playing field is much more level than it was in 2018.
Need help choosing the right Amazon model?
SupplyKick helps brands navigate Seller Central, Vendor Central, and hybrid strategies. We handle the operations so you can focus on growth.
Connect with Our Team
/Logos/SupplyKick/SupplyKick-Logo_White.svg){kind=logo}