How to Integrate with Amazon Vendor or Seller Central via EDI or API

With millions of active users and an unmatched global presence, Amazon has established itself as one of the world’s leading online sales platforms. Its role as a top marketplace offers not only massive visibility for brands, but also a highly competitive technological environment where automation and seamless integration become essential strategic advantages. Competing in this space requires aligning three pillars: accurate data, synchronized logistics flows, and real-time, bidirectional communication.

For companies looking to join this ecosystem, understanding Amazon’s different sales models in detail and planning a smooth integration—whether through Amazon EDI integration or Amazon API integration—is key to optimizing the customer experience, preventing stockouts, and accelerating time to market. Choosing the right approach from the beginning can make the difference between scaling your operation and getting bogged down in manual tasks.

This guide explores both seller profiles (Seller Central and Vendor Central). We analyze their logistical implications, the particularities of each data flow, and the importance of centralizing orchestration around your ERP. Finally, we explain how a specialized integration platform like EDICOM can help maximize operational efficiency, improve visibility, and scale your business frictionlessly.

Amazon Seller Central vs. Amazon Vendor Central

Amazon structures its supplier relationships through two main programs—Vendor Central and Seller Central—each based on different commercial models. Understanding their distinctions is the first step to choosing the path that best aligns with your market strategy and planning an Amazon EDI or Amazon API integration tailored to your needs.

Amazon Vendor Central (Wholesale Model)

In the Vendor model, Amazon acts as a wholesale distributor: it purchases your product and resells it under the “Sold by Amazon” label. This setup impacts three critical areas of your business:

1. Commercial Negotiation. Prices, volumes, and promotions are negotiated directly with Amazon’s purchasing team. This contractual relationship offers demand predictability and simplifies pricing through annual agreements. However, it limits your flexibility to quickly respond to market changes or carry out tactical marketing strategies.
2. Brand Control. The “Sold by Amazon” label provides a seal of trust that increases conversion rates and reduces purchase decision friction. In exchange, the seller gives up some control over the product listing (text, images, and A+ content). Using a PIM (Product Information Management) system connected via EDI helps maintain consistent versions between your ERP and the catalog Amazon presents to the end customer.
3. Operational Requirements. Vendors must meet strict service metrics (shipping times, inventory levels, logistics accuracy). Integration with Amazon that automates critical EDI messages—ORDERS, ORDRSP, DESADV, INVOIC—is essential to avoid delays and penalties that could jeopardize your account.

Amazon Seller Central (Retail Model)

In Seller Central, the company sells directly to the end customer within the marketplace. This approach is especially attractive for SMBs and DTC (direct-to-consumer) brands due to the autonomy it offers in key areas:

1. Pricing and Promotions. The seller sets their own pricing strategy, including coupons and bundles, without intermediaries—enabling real-time reactions to competitors or stock availability. Integrating repricing rules into your ERP and syncing them via the SP API reduces adjustment times from hours to minutes.
2. Catalog Management. Retaining control over the product detail page facilitates SEO optimization on Amazon. Improving keywords, bullet points, and enhanced content directly impacts organic visibility and conversion rates. A bidirectional API connection ensures that enhancements made in the ERP are instantly reflected on Amazon.
3. Flexible Logistics. With Seller Central, you can manage your own logistics (FBM), delegate everything to Amazon (FBA), or opt for the hybrid SFP model. Each fulfillment method requires a distinct set of messages within the SP API, making it crucial to have an integration hub capable of orchestrating inventory, shipping rates, and tracking numbers without duplication.

In both cases, success depends on standardized processes and synchronized data. A robust integration platform turns your ERP into the orchestration core and ensures end-to-end traceability.

Advantages of Selling on Amazon as a Seller or Vendor

Selling on Amazon, whether through the Seller or Vendor model, offers multiple strategic benefits that directly impact competitiveness, operational efficiency, and growth potential. Below, we explore each modality in depth to help you quickly identify the key opportunities and their medium- and long-term implications.

Advantages of  Amazon Seller Central

1. Full Control Over Pricing and Promotions Strategy

• You can adjust prices in real time based on demand, seasonality, or competitor behavior.
• Coupon and lightning deal features allow you to launch tactical marketing campaigns without needing external approvals.
• Different regions and customer segments can receive personalized offers thanks to geographic and device-based segmentation.

2. Autonomy in Catalog Management and SEO

• You retain control over titles, descriptions, bullet points, and backend keywords to optimize visibility both on Amazon and through external search engines.
• A/B testing of titles or images can be conducted directly to measure impact on CTR and conversions.
• Integrating a CMS or PIM system with the SP API ensures that catalog updates made in your ERP are instantly reflected on Amazon.

3. Access to Advanced Analytics

• SKU-level reports on sales performance, conversion rates, and return ratios allow you to quickly identify best-selling products and improvement areas.
• Metrics like Share of Search and Impressions help gauge visibility health and adjust advertising bids accordingly.
• Connecting these reports to BI tools accelerates decision-making and improves inventory and campaign planning.

4. Logistics Flexibility

• With FBM (Fulfillment by Merchant), you control shipping costs and local inventory—ideal for heavy or fragile products.
• With FBA (Fulfillment by Amazon), you enhance customer experience (Prime, fast shipping) and optimize archiving space during peak demand.
• With SFP (Seller Fulfilled Prime), you maintain your own logistics while meeting Prime standards, balancing cost control and customer loyalty.

5. Direct Relationship with the End Customer and Brand Reputation

• Managing reviews, post-sale support, and programs like Subscribe & Save strengthens brand perception and customer loyalty.
• You can launch loyalty programs or exclusive bundles to amplify your brand’s value proposition.
• Proactively handling returns and claims helps improve your quality rating and Buy Box eligibility.

Advantages of Amazon Vendor Central

1. Boost in Trust and Conversion

• The “Sold by Amazon” label generates a high level of credibility that reduces purchase friction and increases conversion—especially in sensitive categories like electronics or health.
• The A+ Content and enriched product listings available exclusively to Vendors enhance storytelling and increase perceived value.

2. Streamlined Operations Deployment

• Amazon handles inventory, order preparation, and last-mile delivery, freeing up your internal team from warehouse and carrier management.
• Service metrics such as OTIF (On Time In Full) and OTDS (On Time Delivery Score) are monitored and optimized directly through the platform, ensuring compliance with agreed SLAs.

3. Access to Exclusive Marketing Tools and Programs

• Programs like Amazon Vine, Subscribe & Save, and automated promotional deals (“Deals”) are only available to Vendors and support new product launches.
• Direct collaboration with Amazon’s purchasing team facilitates visibility agreements for storefronts, banners, and sponsored content campaigns under more favorable conditions.

4. Financial and Demand Predictability

• Fixed payment calendars and volume agreements provide treasury visibility and help with production and stock replenishment planning.
• Forecasts and Level 4 EDI messages (Inventory Availability Advice) enable more accurate short- and long-term planning.

In both models, the key to maximizing these advantages lies in having an integration with Amazon that orchestrates workflows, centralizes information within your ERP, and ensures data consistency from order to delivery. A specialized platform like EDICOM streamlines the implementation, maintenance, and evolution of your EDI or API connection with Amazon, ensuring your business keeps moving forward as it scales.

Optimized logistics are critical to meeting Amazon’s demanding KPIs and protecting your seller reputation. Each model requires the integration of specific messages to ensure stock visibility and order traceability.

Logistics Options: FBA, FBM, Direct Fulfillment and More

A well-designed logistics strategy is critical for meeting Amazon’s SLAs, maintaining account health, and optimizing costs. Each fulfillment model—whether through Seller Central or Vendor Central—requires specific message flows and precise orchestration of inventory, shipments, and confirmations.

Logistics in Amazon Vendor Central

• Vendor Classic: Operates through standard EDI message exchange, including:
  • ORDERS (850): Receives purchase orders.
  • ORDRSP (855): Confirms or adjusts orders.
  • DESADV (856): Sends the Advance Shipping Notice (ASN) with package details and estimated delivery dates.
  • INVOIC (810): Issues the electronic invoice.

Automating these messages prevents bottlenecks: the EDI hub synchronizes inventory status in real time and generates alerts for discrepancies, ensuring accurate data from the first transmission.

• Direct Fulfillment: Ideal for high-turnover or perishable products. Simplified flow:
  • Amazon sends the order to the Vendor.
  • The Vendor performs pick & pack according to specifications.
  • Labels are generated using SL/SLR (XML).
  • The DESADV is sent with tracking number and ETA.

Integrating your Warehouse Management System (WMS) or Transportation Management System (TMS) via EDI reduces labeling errors by 30% and accelerates time-to-customer.

• Amazon Delivers (AD): Amazon schedules pickup from your warehouse and handles last-mile delivery:

1. Confirms dock availability and loading times.
2. Sends full ASN via DESADV.
3. Receives status updates and delivery confirmations.

With a reliable EDI tracking system, proactive alerts help resolve issues before they impact the customer.

• Vendor Own Carrier (VOC): For in-house fleets or third-party logistics (3PL):
  • Syncs carrier data and tracking numbers in the DESADV.
  • Manages reverse logistics through automated message flows.

This model optimizes logistics costs for bulky goods or items sensitive to specific handling conditions.

Logistics in Amazon Seller Central

• Fulfillment by Amazon (FBA): Amazon handles storage, order preparation, shipping, and returns:

1. Create and send inbound shipments from your ERP.
2. Update inventory using the Inventory endpoint in the SP-API.
3. Automatically monitor inbound reception and discrepancies.

This integration can reduce storage costs by up to 25% and improves inventory turnover rates.

• Fulfillment by Merchant (FBM): The seller manages the entire logistics process:

1. Retrieve orders using Orders.
2. Send shipping confirmations via Shipments.
3. Update tracking numbers and delivery status.

With Amazon API integration, these steps are automated, freeing the operations team from manual tasks.

• Seller Fulfilled Prime (SFP): Combines the benefits of FBM with the Prime badge:

1. Delivery in ≤48 hours.
2. Full tracking and shipment visibility.
3. Compliance with Prime performance metrics.

An intelligent routing solution groups shipments and reduces transportation costs by 20%.

How to Automate Amazon Processes via EDI or API

Automating business flows with Amazon is essential for reducing manual tasks, accelerating order fulfillment, and improving data accuracy. Whether you choose EDI integration for Vendor Central or API integration for Seller Central, there are shared steps that ensure an efficient process:

1. Secure Connection: Set up communications using Amazon-approved protocols (AS2 for EDI or HTTPS/OAuth for API). Ensure valid certificates or credentials are in place, and implement auto-renewal to avoid service interruptions.

2. Data Synchronization: Sync catalog, inventory, and pricing directly from your ERP. Using EDI, exchange messages such as:

• ORDERS / ORDRSP (orders and confirmations)
• DESADV (advance shipping notices)
• INVOIC (invoices)

With the SP-API, use endpoints like Inventory, Orders, and Feeds to reflect real-time changes.

3. Error Management: Implement automatic retries and incident alerts. A centralized monitoring system will flag rejected messages or disconnections, enabling rapid issue resolution.

4. Workflow Optimization: Batch inventory and invoicing messages during off-peak hours, while reserving immediate transfers for shipping notices and confirmations. This balances system load and ensures fast response times during high-demand periods.

5.Traceability and Reporting: Maintain a complete history of all exchanges (orders, shipments, invoices) for auditing and tracking. Generate automatic reports showing order status, processing times, and potential bottlenecks.

6. Scalability: Design the solution to handle increased volumes during promotions or peak seasons. Ensure your platform can process thousands of transactions per hour without performance degradation.

With these principles in place, your integration with Amazon streamlines operations, reduces errors, and improves customer satisfaction, freeing up resources for higher-value tasks.

EDI and API Integration Solution with Amazon via EDICOM

EDICOM offers a specialized SaaS platform for seamless integration with Amazon, whether through EDI or API technology. It enables the automation of all electronic data exchange flows with Amazon Seller Central or Vendor Central. This solution simplifies and centralizes technical connectivity, format transformation, and proactive process monitoring, and is fully adaptable to any ERP or internal management system.

Key advantages include:

1. Multichannel Connectivity:

The platform integrates not only with Amazon but also with other major marketplaces such as AliExpress, eBay, or Carrefour. This centralized approach allows unified management of catalogs, orders, invoices, and logistics—even in complex, multi-client environments.

2. Automatic Data Conversion:

EDICOM converts data formats between widely used standards like EDIFACT, X12, XML, or JSON, without requiring changes to your existing system. This ensures compatibility with Amazon’s technical requirements without altering your ERP structure.

3. Complete Process Visibility:
Through intuitive dashboards, the solution provides real-time KPIs on orders, shipments, and invoices. It also includes automated alerts to detect errors or anomalies before they impact business operations.

4. Security and Regulatory Compliance:
The technical architecture includes encrypted communication protocols, redundant data centers, and continuous auditing mechanisms. This ensures compliance with Amazon’s standards and international data security and privacy regulations.

5. Guaranteed Scalability:
As a cloud-based solution, it automatically adapts to activity peaks—such as Prime Day, Black Friday, or seasonal campaigns—without service interruptions or the need for additional infrastructure investment.

Thanks to this advanced automation, IT teams can stop worrying about maintaining mappings or manually monitoring errors and instead focus on strategic initiatives that add greater value to the business.

Key Benefits of Automated Integration

1. Inventory Accuracy

Real-time stock synchronization prevents overselling, improves replenishment, and enhances customer experience.

2. Faster Order Management

Orders are sent instantly to the ERP, triggering preparation and picking automatically reducing logistics lead time without manual downloads.

3. Reduction in Human Errors

Manual data entry is eliminated, minimizing returns, credit notes, and disputes with Amazon.

4. Improved Account Metrics

Meeting shipping and confirmation deadlines reduces cancellations, boosts Buy Box performance and strengthens account health.

5. Full Traceability

From order to payment, every document is recorded for internal or external audits, ensuring operational transparency.