Some product sellers will benefit from the expanded customer base that Amazon offers, advanced shipping options, and the low-touch shop setup available when creating product listings. However, marketplace selling is not always the best option for every retailer. You lose some control over the supply of product you are trying to sell, which is dangerous, especially for brands that do not have ample brand equity. There can also be seller fees involved, which add overhead and decrease your profitability.
If you’re a seller, you get access to a seller central account, but if you’re a vendor, you get a different level of access. The largest benefit of being a vendor is the guaranteed sale–Amazon is buying your product directly from you, and you have a say in how your product is presented on Amazon. However, you don’t have as much control over your product shop as you would if you were a seller. Sellers have more access to branding tools on the back end, with more features and more control.