Navigating The Jungle: Amazon Vendor Services Guide

From product optimization to marketing strategies, our comprehensive guide covers everything you need to know to succeed with Amazon Vendor Services.

Published in

Openbridge

6 min readJan 16, 2023

Amazon Vendor Services has two classes: those provided by Amazon and those offered by third parties. We start by covering Amazon’s service offerings and then highlight data services that can be leveraged by Amazon partners, consultants, or tools.

What is Amazon Vendor Services (AVS)?

Amazon Vendor Services (AVS), also formerly Amazon Strategic Vendor Services (SVS), is a program that Amazon offers to select vendors and manufacturers who sell their products on the Amazon marketplace. The AVS program is designed to provide vendors with additional services and support purpose-built to help them grow their sales and increase their visibility on Amazon.

Amazon Vendor Services (AVS) Benefits

Some of the Amazon Vendor Central services offered through the AVS program include;

Someone to talk to at Amazon! You get a vendor account manager.
Access to Amazon’s data, analytics, and reporting tools, which provide vendors with performance insights into their sales and customer behavior (see Secret To Unlocking Amazon Vendor Central Reports)
Marketing support, such as funding for sponsored product ads, to help vendors increase visibility for their products on Amazon
Assistance with product optimization and merchandizing to help vendors improve their product listings and increase conversion rates
Collaboration with Amazon’s product development teams to create new products or product lines

The services provided through the AVS program can vary depending on the vendor’s performance and needs.

What does an Amazon vendor account manager do?

An Amazon Vendor Account Manager is a dedicated point of contact who works with vendors enrolled in Amazon’s Vendor Services program, specifically Amazon Vendor Services — Signature (AVS-Signature).

An Amazon Vendor Account Manager will help vendors grow their sales and improve their visibility on Amazon. This can include providing guidance on product optimization and merchandising, creating and managing marketing and promotional campaigns, and providing access to exclusive data and analytics.

Some of the critical responsibilities of an Amazon Vendor Account Manager can include:

Assisting with product optimization and merchandising to increase visibility and sales
Guiding advertising and promotional campaigns on Amazon
Providing access to exclusive data and analytics to help vendors make informed decisions about their product mix and marketing strategies
Helping vendors navigate the complexities of Amazon’s systems and processes
Providing recommendations on new services and features available on Amazon
Communicating changes to policies and requirements from Amazon
Identifying and addressing any performance issues vendors might face.

Taking It To The Next Level: Amazon Vendor Services — Signature

Amazon Vendor Services — Signature is an enhanced version of Amazon’s Vendor Services (AVS) program. This plus-up program offers vendors an even higher level of service and support. With AVS-Signature, Amazon vendors have direct access to a dedicated account manager. A vendor account manager will partner in strategy, promotions, and operational know-how to help them grow sales and profitability on Amazon.

Some of the additional services and benefits offered through the AVS-Signature program include:

Priority product placement and merchandising on Amazon’s website
Customized marketing and promotional campaigns
Increased visibility for products through Amazon’s product recommendations and targeted marketing programs
Access to exclusive data and analytics
Assistance with product optimization and merchandising
Early access to new Amazon services and features

To qualify for the AVS-Signature program has high thresholds to meet. Specifically, vendors must meet the criteria required for the AVS program, such as having a well-established brand, a large selection of high-quality products, and exceeding Amazon’s standards for product quality and customer service.

Amazon says that this program is only open to tier-one, retail-managed vendors.

How to enroll in Amazon Vendor Services (AVS)

The enrollment process for the Amazon Vendor Services program is by invitation only. Amazon generally reaches out to vendors they believe are well-suited for the program. However, if you are interested in enrolling in the AVS program, here are some steps you can take:

Meet the eligibility criteria: Before applying for the AVS-Signature program, you must meet specific criteria, such as having a well-established brand, a large selection of high-quality products, and meeting Amazon’s standards for product quality and customer service. In addition, you must also have a history of solid sales and a proven track record of success on the Amazon platform.
Contact Amazon: Contact your Amazon account manager or email the AVS team directly, expressing your interest in joining the program and highlighting your qualifications.
Provide information: If Amazon is interested in your application, they may request additional information, such as your product catalog, sales data, or other business details.
Review and selection: Amazon will review your application and other provided information, and if you meet the criteria, they will invite you to join the program.
Sign agreement and Onboarding: Once the invitation is accepted, Amazon will provide a contract for the program and the required information for onboarding; the vendors will have to sign the deal and provide the information required for the onboarding process.

The enrollment process and the selection criteria may vary based on the region, time, and Amazon’s business objectives, so it’s a good idea to keep in touch with your account manager and stay updated on the latest enrollment requirements.

How do I become a vendor for Amazon? Here is what it takes to get on their radar.

Suppose you are wondering how to get invited to Amazon Vendor Central. In that case, you should embrace a few things if you want Amazon to take notice of you.

Establish a strong sales history on the Amazon marketplace: Amazon likes to invite sellers with a proven sales and customer satisfaction track record.
Be data-driven: Make decisions based on data and facts rather than assumptions or guesses. Use of data in making the best decisions to drive desired outcomes.
Build a strong brand: A well-established brand or reputation in the industry can help a seller stand out to Amazon and increase their chances of getting invited to the program.
Maintain high-quality products: Amazon is looking for sellers with a large selection of high-quality products already selling well on the market, with good customer reviews and ratings.
Meet Amazon’s standards for product quality and customer service: Sellers need to meet Amazon’s standards for product quality and customer service, as well as provide detailed product information and accurate inventory data to qualify.
Be able to meet demand: Amazon is looking for sellers who can meet the demand for their products and maintain good inventory levels.
Provide excellent customer service: Amazon values good customer service, and sellers who provide excellent customer service are more likely to be invited to the program.
Networking: Networking and building relationships with the right people within Amazon can also increase your chances of getting invited. For example, connecting at trade shows or other events!
Research and Study Amazon program’s policies and requirements: Take the time to understand Amazon’s policies and requirements for the program, and ensure that you meet them.

Unlocking Data-driven Vendor Growth

Openbridge is a leading provider of code-free Amazon Vendor Central Software. The platform helps vendors deliver direct, automated data feeds to fuel insights into sales, inventory, and customer behavior, allowing them to make informed decisions about account performance, media, product mix, and marketing strategies.

One of the key strengths of the Openbridge platform is its ability to integrate with a wide range of data sources, including Amazon’s own Vendor Central, Seller Central, and Advertising APIs. Vendors get direct, code-free access to a wealth of data about their sales and customer behavior, giving them the insights they need to improve their performance on the Amazon marketplace.

Openbridge is also a verified Amazon Selling and Amazon Advertising Partner, which means that the company has been vetted by Amazon and has demonstrated expertise in creating and managing effective advertising campaigns on the Amazon platform.

Data-driven vendors chose Openbridge.