VC Accounts vs. SC Accounts: What’s the Difference
Amazon VC (Vendor Central) and SC (Seller Central) accounts operate under different models.
A VC account, short for Vendor Central, is Amazon’s supplier platform based on invitation. It mainly targets large brands or manufacturers, serving as Amazon’s first-tier suppliers who sell products directly to Amazon.
On the other hand, an SC account, Seller Central, is the third-party seller platform. Anyone can register, manage their own inventory and pricing, and sell directly on Amazon.
SC is open registration; VC works under a B2B model where Amazon purchases and resells; SC is B2C, where sellers sell directly to consumers. VC may involve lower commission fees but can include other costs such as marketing fees, while SC charges both commissions and monthly subscription fees. VC accounts provide more advanced tools and brand protection functions, while SC offers more basic features.
Currently, Vendor Central offers three supply models: DF (Direct Fulfillment), PO (Purchase Order), and DI (Direct Import).
DF (Direct Fulfillment)
In this model, sellers only need to store goods at a designated logistics provider. The carrier then delivers products directly to buyers. DF is also known as Dropship. Amazon’s designated logistics provider picks up goods from a vendor’s warehouse located in the US and delivers them directly to customers, without going through Amazon’s FBA warehouses.
This method is usually suitable for large items or sellers with overseas warehouses. Currently, many VC accounts no longer have DF functionality, especially those where the PO function has been blocked.
DF shipping process:
- After attaching the shipping label, hand over goods to the carrier who picks up from the warehouse.
- Confirm the shipment within 24 hours of the first scan.
- For DF, shipping labels can be Amazon labels or the seller’s own.
PO (Purchase Order)
This is the most common model for VC accounts. In this model, Amazon places orders with suppliers, who then ship from their overseas warehouses to Amazon’s FBA centers, from which Amazon delivers to customers. Amazon covers the logistics and delivery costs.
In the past, the invitation threshold for VC accounts was relatively low, and many sellers had the opportunity to join. However, over time, some sellers were unable to maintain operations, resulting in the PO function being frozen or blocked in their accounts. Sellers who still want to use their VC account to grow their business often need professional service providers to help restore PO functionality.
PO shipping process:
-
US VC Collect Shipment:
- Confirm the PO and create a shipment.
- Wait for Amazon to assign a carrier for pickup.
- Submit ASIN details.
-
Europe VC Prepaid Shipment:
- Confirm the PO and create an ASN.
- Assign your own carrier to deliver goods to Amazon’s warehouse.
- Submit ASIN details.
If a PO contains ASINs that cannot be fulfilled due to insufficient inventory, sellers have the right to reject the PO. However, frequent rejections may negatively affect the chances of receiving future POs for those ASINs, since Amazon adjusts purchase order volume based on a vendor’s response history.
DI (Direct Import)
This is the most advanced of the three supply models. In this model, goods are delivered at the port of origin, and Amazon’s appointed freight forwarder handles transport to Amazon’s fulfillment centers. Amazon pays for ocean freight.
In short, this model allows sellers to ship directly from China without relying on overseas warehouses or bearing ocean freight costs. This setup not only increases profit margins but also transfers most of the logistics risks to Amazon. Sellers can therefore focus more on product quality and market demand, instead of worrying about logistics uncertainties.
Key Features of VC Accounts
Vendor Central provides specific features such as advanced analytics (ARA), brand content management (A+ pages and brand storefronts), automated replenishment, marketing tools like AMS, priority listing rights, wholesale pricing, logistics support, and more.
- Advanced Analytics (ARA): Provides detailed data on consumer behavior, inventory performance, and competitor analysis.
- Brand Content Management: Create A+ content and branded storefronts to enhance brand image. Access to traffic labels like New Releases and Amazon’s Choice.
- Automated Replenishment & VMI: Amazon automatically reorders stock based on sales forecasts, reducing inventory risk.
- Marketing Tools: Use AMS (Amazon Marketing Services) for on-site advertising, including brand and video ads. Participate in Amazon promotions like Prime Day and Black Friday.
- Wholesale Pricing: Supply Amazon at fixed wholesale prices, avoiding retail price wars but ceding pricing control to Amazon.
- Logistics Support: Amazon manages warehousing and delivery (similar to FBA), leaving suppliers to focus on production and supply.
- Priority Listing Rights: Listings belong to Amazon, reducing risks of hijacking and improving search visibility.
- Custom Collaboration: Opportunities to co-develop exclusive products, packaging, or marketing campaigns with Amazon.
Pros and Cons of VC Accounts
Advantages:
- Higher visibility and exposure through Amazon’s traffic and resources.
- Reduced operational burden (Amazon handles logistics and customer service).
- Enhanced brand authority, well-suited for mature brands.
Disadvantages:
- Loss of pricing control, as Amazon sets retail prices.
- Longer payment terms (usually 60–90 days).
- Dependence on Amazon purchase orders, with fluctuations in volume.
Recommendations
VC accounts are suitable for large brands or manufacturers with stable supply chains and annual sales typically above one million dollars. SC accounts are better for small to medium sellers, new brands, or merchants seeking flexibility.
For those aiming to expand brand influence and scale sales, VC accounts provide stronger advantages. However, sellers must carefully weigh the trade-off of giving up control in exchange for greater visibility and resources from Amazon.
Where Windingflow Fits In
No matter whether you choose VC or SC, scaling successfully depends on operational efficiency — handling orders, inventory, and supply chains without bottlenecks.
This is where Windingflow provides the solution:
- Automated order processing to save time and reduce errors.
- Seamless integration of all sales channels, including Amazon VC/SC, eBay, and independent sites.
- Compliance and EDI automation to cut costly mistakes.
- Scalable infrastructure that grows from $100K to $100M in sales.
If your goal is to turn your Amazon business into the next multi-million success story, combine your account strategy with the operational power of Windingflow.
