Types of Sellers on Amazon – Which One Suits Your Business?

Types of Sellers on Amazon – Which One Suits Your Business?

Being an Amazon seller gives you an excellent opportunity to sell online and get in touch with new customers worldwide. On Amazon, there are numerous options to sell your goods. However, anyone looking to sell on Amazon or modify their current seller model may find the alternatives confusing. Thus, in this write-up, we have mentioned different Amazon sellers’ kinds, benefits, and challenges to help you understand which seller arrangement would work best for you.

Types of Amazon Sellers-

 1. Direct-To-Consumer (DTC) Brands & Manufacturer

  • Create and market their products under their service mark.

DTC brands and Manufacturers include creators, merchants, advertisers/promoters, and sellers. When they create a specific good, they deal with direct consumers, fulfill order requirements, and offer customer support. DTC brands and manufacturers frequently incur lower costs than old-school retailers who partner with numerous mediators to sell products to clients.

The graph below illustrates how three to four “mediator” entities are controlled by non-direct-to-consumer businesses before consumers make purchases.

  • Traditional Retailer: Manufacturer, Wholesaler, Distributor, Retailer, Consumer.
  • Direct-To-Consumer: Manufacturer, Advertising/Website, Consumer.

Amazon’s unique selling system allows manufacturers and Direct-to-consumer brands to sell on the marketplace.

How do Direct-to-consumer brands and manufacturers sell on Amazon?

Distributors, drop-shippers, and direct-to-consumer companies can all launch a digital store using Amazon.

Both big retailers and novices can apply this unique Amazon sales strategy. Individual Amazon accounts work better for minimal transactions, but the Professional Amazon account helps brands expand their digital visibility.

2. Private Label Brands

  • Offer goods made by a different manufacturer under a different service mark.

Private labeling is a simple concept. You buy products from a manufacturer/producer and then market them under your service mark. Amazon Basics is the best example of a profitable private-label brand. The products are not made by Amazon; rather, it purchases them from other producers. Following that, the marketplace sells them under the moniker Amazon Basics.

Making an Amazon Private Label

It’s challenging to generate revenue quickly with a private label. It takes time to develop a brand and even longer to see outcomes. So before investing in a private label, research to avoid losing money. Therefore, whether you’re starting to sell on Amazon or want to build a private label, you must first connect with Amazon seller central consultants for the necessary counsel.

Why Amazon Private Label?

As discussed, making money with an Amazon private label is not simple or quick. Why would a seller then bother to go through the trouble? Here are a few good reasons:

  • No Restrictions on Brands

The ability to sell goods from other brands on Amazon is subject to several limitations. However, that’s not something you need to be concerned about when creating your private label.

  • Fewer Competition

When you offer items under your private label, you are not competing with items from other companies that are identical. As a result, you won’t need to stress about competing rival suppliers stealing your customers or devaluing your product listing.

  • Enhanced Content Capabilities

Private label brands registered on Amazon Brand Registry can access Amazon A+ Content. It allows you to add multimedia content to your product listings. The ultimate content option improves user experience, increasing visibility, traffic, and sales!

However, not all things are great about Amazon’s private labels. To establish your brand, there are a few obstacles you need to overcome.

  • High Initial Outlay

Private-label brand development requires massive capital investment. Moreover, to compete with producers who demand large orders, you need to make sure the cost per unit must be minimal. Creating a private label is unquestionably a long-term investment.

  • Marketing a Brand New Product

If you’re capable of knocking it off, a private label is the best, but marketing a brand-new product and differentiating yourself from the competitors is harder said than done.

  • Greater Risk

Investing a massive figure in branding and product purchasing carries risk. Since you’re not purchasing an established brand, there is always a chance that your private label won’t be successful. You’ll probably lose more money in these situations than you would as a regular supplier.

3. Aggregators

  • Organizations that buy several Amazon brands to grow and combine them.

Aggregators, also called consolidators or acquirers, obtain and escalate a brand’s business.

These consolidators enter the market with ample resources to acquire brands and scale them up to provide profits for the business, its investors, and stockholders.

They know the kinds of brands they should buy and the steps they should take to support the company’s growth.

Why Amazon Aggregators?

There are many advantages to selling your brand to aggregators. Let’s examine a few:

  • Aggregators enable small and medium size businesses to scale to a degree typically not feasible for entrepreneurs owing to a lack of capital, resources, and other essential components.
  • Since aggregators have the necessary funds and do not need outside funding when buying a brand, the procedure is quicker and more straightforward with them.
  • Aggregators with a team of skilled Amazon maestros work to scale a brand utilizing technology and analytics that have been shown to boost sales and revenue for small and medium-sized businesses.
  • Leading aggregators only choose the best brands with a great chance of becoming global. So, if you can sell to a reputable aggregator, you may be confident that your business will be active in international markets.
  • To fully scale your Amazon business, aggregators focus on all aspects, including Pay-Per-Click, keyword research, listing optimization, and Pay-Per-Listing.

Challenges Amazon Aggregators Face

No matter how skilled aggregators are, they inevitably encounter bottlenecks and other difficulties. So let’s talk about a few challenges:

  • After acquiring a brand, Amazon aggregators frequently seek to grow abroad. The most frequent issues they face include foreign taxes, stock level fees for shipment, storage, etc. For that specific market, several nations have different tax laws and policies. Penalties and account suspensions are applied for breaking the regulations.
  • It cannot be easy for aggregators to migrate and integrate all brands’ operations into their organization.
  • Additionally, aggregators struggle with a lack of accurate sales data information. Taking the necessary actions to scale revenue is challenging without accurate sales data.

4. Resellers

  • Buy goods in quantity and frequently sell them at a higher cost to generate maximum revenue. Operate as a middleman between producers/suppliers and the final customer.

Resellers on Amazon are individuals or brands that purchase goods for the least amount of money feasible and then resell them in the marketplace. They make money from the price differential between their sourcing and selling prices.

Resellers, as opposed to private label retailers, buy finished goods in volumes from a wholesaler or producer. In addition, unlike distributors, resellers reap profits without engaging in activities like advertising, rebranding, labeling, or close collaboration with the producer.

Is Amazon Reselling Worth It?

Probably Amazon reselling has lost its luster as big brands, private labels, and unique/distinct product sellers are now a part of the marketplace. Consequently, you may no longer be competing with other resellers on price alone.

Nevertheless, there is still money to be produced in a sector that only expands annually. Therefore, simple resellers and proprietors of distinctive products will always have a place in the market.

Reselling is an excellent method to start in the market, learn everything there is to know about Amazon selling, test the best practices, and go on trial and error.

Once you’ve accumulated enough information and data about Amazon, your clients, and the broader market landscape, you can launch a private label brand or develop your unique product.

Manufacturer & Direct-To-Consumer BrandPrivate Label BrandsAggregatorsResellers
Unique Products & IPYesNoAt timesNo
PriceLowMediumMediumExtremely High
CompetitionLowMediumMediumExtremely High
Gross MarginHighMediumMediumVery Low
Product Sourcing StrategyContracted or owned production for the brand’s uniquely designed products.Brands arrange to purchase an existing design from a supplier, often with some customization to uniquely differentiate the product from its generic designInherited from the acquired brand.Typically a direct wholesale relationship with the brand, but it can also be a form of retail arbitrage

Fulfillment Options [Available to All Seller Types] –

Fulfillment By Amazon-

  • Amazon sellers can use Fulfillment by Amazon to manage order fulfillment, warehouse, and customer support. However, Amazon charges sellers extra fees, such as fulfillment, inventory storage, and referral fees.
  • Products fulfilled by Amazon are identified with the “Prime” logo on the product detail page and have a higher Buy Box placement.
  • To boost visibility, professional accounts can also employ Amazon Sponsored Product advertising.
  • Multi-Channel Fulfillment can be used for FBA products to send Amazon products to customers who have placed orders via other retail channels, such as the seller’s website.

Fulfillment By Merchant-

  • Amazon sellers who use Fulfillment By Merchant store and ship merchandise while simply paying the per-item Amazon Referral Fee.
  • The price and supply of a merchant’s goods are entirely under the sellers’ control.
  • Returns are handled by the sellers directly, along with customer support.
  • If approved following the application, products can be eligible for the Prime delivery label through Amazon’s Seller-Fulfilled Prime program.

Final Thoughts

On Amazon, you can find various Amazon seller types. Your investigation into beginning or advancing your selling ambitions should start with this manual. However, even if there are many different seller models on Amazon, there’s one thing all sellers require- the right Amazon seller central consultant!

You can hire one for your business or get assistance from third-party Amazon seller account management services. The latter is a cost-effective route. They employ experienced resources and use successful tactics to manage all domains, whether Pay-Per-Click, listings optimization, or stock maintenance, for Amazon seller central management. This aids the sellers in increasing sales and ensuring the company’s profitability.


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Jessica Campbell is a content strategist with Data-Entry-India.com, a leading data solutions & eCommerce management company.

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