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By Martin Heubel · December 1, 2025 · Curated by George's Blog
#Amazon gets a lot of hate for Vendor Central. But you're missing the point when complaining about:
🚫 Missing KPIs (CVR/LBB)
🚫 Limited data periods
🚫 Missing features vs 3P
The reality is:
Vendor Central is made for large 'blue chip' companies. They use third-party tools to manage their catalogue and review their business performance.
Yet, Vendor Central has massively improved in the past 12 months, with Amazon:
✅ Upgrading the API data access
✅ Introducing new training materials
✅ Adding in-depth program explanations
✅ Improving operational performance insights
✅ Adding AI-features to optimise product listings
✅ Launching new reporting dashboards (e.g., VoC)
If you're new to Vendor Central or want to understand it better:
Take 1 hour each week and dig deep into the functions of VC.
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What features should Amazon add to Vendor Central?
Let me know in the comments!
#amazonvendor #amazonstrategy