Navigating the Challenges of Direct-To-Consumer Amazon Marketing
When compared to Amazon's 1P model, optimizing sales on Seller Central requires additional resources, whether those are handled in-house, by another agency, or through Amazon's own contracted fulfillment services. There is also the need for additional logistics management, and all Seller Central vendors are now responsible for their own advertising and product promotion through listing optimization, on-platform advertising, and branding.
Simply put, Amazon has opted to follow the lead of other major e-commerce marketplaces like eBay by offloading responsibilities - and control - onto Amazon sellers. Through Seller Central, sellers face stiff competition and new challenges along with greater potential for brand growth and bigger profits.