SC to VC — sales dropped, ads underperform, pricing out of control. How do you actually drive growth on Vendor Central?

We moved a few ASINs from Seller Central to Vendor Central expecting scale. Instead, we're stuck.

The problems we're seeing:

Same price, lower sales. Both DF and PO modes. The conversion rate just isn't there like it was on SC.

Ad performance is worse. CPC is slightly lower, but the return is worse. Is this normal? Does VC even need ads?

Deals are expensive. LD and BD discounts come out of our pocket. Barely break even during the deal — and after it ends, sales drop back down. Worth it?

Pricing is out of our hands. We submitted a 50% PD, Amazon didn't apply it. Launch pace is completely passive.

The real question: If the whole point of moving to VC was scale, how do we actually get stable growth?

Would love to hear from experienced VC sellers. What actually works?

Answers (10)

Sunny Johns

2025-03-05 18:28

Quick checklist if you're considering VC:

Run your margin math: can you survive wholesale pricing + co-op fees + chargebacks?
Check your cash flow: can you wait 60-90 days for payment?
Audit your external pricing: keep Walmart, Target, DTC prices aligned so Amazon's bot doesn't undercut you
Build a BD strategy: use deals for rank, not profit
Invest in external traffic: the algorithm rewards it, and the 10% rebate helps thin margins

VC can work. But it's not a magic button for growth. It's a trade-off: control for scale, margin for volume.

Farrah-Ethan Bailey

2025-03-03 10:34

One more thing about ads: VC gives you access to Amazon Retail Analytics (ARA) data. It's less granular than SC's Brand Analytics, but you can still see your top search terms and conversion trends. Use that data to identify which keywords actually drive sales for your ASINs, then double down on those. Don't just port your SC keyword list over — start fresh with VC data.

Cody Williams-Wells

2025-03-03 02:36

I've been on VC for 3 years. The single biggest driver of growth for us has been external traffic. The A10 algorithm rewards you for bringing customers from outside (TikTok, YouTube, your own site). Amazon even gives you a 10% rebate (Brand Referral Bonus). On VC, where margins are thinner, that 10% can be the difference between profitable and unprofitable. Don't rely on Amazon to bring you customers — bring them yourself.

Simon-Axel Macias

2025-03-02 10:48

Here's the hard truth: VC isn't for everyone. If your brand doesn't have the margin cushion to absorb Amazon's wholesale pricing, co-op fees, and chargebacks, you'll bleed money. Many brands are actually moving back to SC or running a hybrid model (keep best-sellers on SC for margin, put slower movers on VC for scale). Don't assume VC is the "promotion" — it's a different business model entirely.

Anika X. Hardy

2025-03-02 02:21

Pricing control is the biggest trap. On VC, you suggest MSRP. Amazon sets the actual price. Their algorithm will lower your price to compete with Walmart or Target — often without telling you. Your 50% PD not applying? That's because Amazon's algorithm decided your MSRP wasn't realistic or your price wasn't competitive. The only way to regain some control is to manage your external pricing (other retailers, your own DTC site) so Amazon's crawler doesn't find a lower reference.

SC to VC — sales dropped, ads underperform, pricing out of control. How do you actually drive growth on Vendor Central?

Answers (10)

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