Should we sell on Amazon through a third-party marketplace or register directly as a vendor through Amazon's Vendor Central?
Most drinks brands in the UK market use **third-party marketplaces** rather than registering as direct Amazon sellers. Examples include **Whisky Ex**, **Master of Malt**, and **31 Dover**, which handle Amazon sales on behalf of smaller producers, reducing admin burden and mitigating delivery compliance risks.
If you want to supply Amazon directly, the route is **Amazon Vendor Central**, where you act as a wholesaler supplying stock to Amazon themselves (who then handle Prime fulfilment). Companies like **Hammonds** use this model.
Alternatively, you can **self-fulfil through an Amazon seller account** (FBA), managing your own inventory and delivery.
**Key trade-off**: Third-party routes save significant admin and reduce fines risk but mean less direct control; Vendor Central and self-fulfilment require more operational complexity but offer more margin and brand control.
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