Fulfillment by Amazon VS Amazon Vendor Central
As of 30 October 2026, Amazon Vendor Central is named by 151 companies and Fulfillment by Amazon by 130; Fulfillment by Amazon skews to companies under 200 people (62% vs 38%), Amazon Vendor Central to companies over 1,000 (31% vs 12%).
As of 30 October 2026 · refreshed daily · counts move as websites, DNS and career sites are re-read.
The website-and-DNS footprint is not comparable between a marketing suite and a CRM: Fulfillment by Amazon's script and mail records show on hundreds of thousands of small sites, Amazon Vendor Central rarely leaves a trace outside its own apps. Compare on the job-posting numbers; use the footprint for reach.
- Fulfillment by Amazon: 2–200 employees
- 62%
- Amazon Vendor Central: 2–200 employees
- 38%
- Fulfillment by Amazon: 1,000+ employees
- 12%
- Amazon Vendor Central: 1,000+ employees
- 31%
- Postings per company, 90 days
- 4.3 · 2.4
- Website or DNS footprint
- 0 · 0
Who chooses which
Share of each tool's companies in every segment. "Leans" marks a gap of more than two points.
| Segment | Fulfillment by Amazon | share | Amazon Vendor Central | share | Leans |
|---|---|---|---|---|---|
| Self-employed | 9 | 7% | 3 | 2% | Fulfillment by Amazon |
| 2-10 employees | 13 | 10% | 9 | 6% | Fulfillment by Amazon |
| 11-50 employees | 32 | 25% | 23 | 15% | Fulfillment by Amazon |
| 51-200 employees | 36 | 28% | 26 | 17% | Fulfillment by Amazon |
| 201-500 employees | 18 | 14% | 22 | 15% | even |
| 501-1000 employees | 6 | 5% | 21 | 14% | Amazon Vendor Central |
| 1001-5000 employees | 10 | 8% | 21 | 14% | Amazon Vendor Central |
| 5001-10000 employees | 3 | 2% | 4 | 3% | even |
| 10,001+ employees | 3 | 2% | 22 | 15% | Amazon Vendor Central |
| Segment | Fulfillment by Amazon | share | Amazon Vendor Central | share | Leans |
|---|---|---|---|---|---|
| Commerce & trade | 32 | 25% | 31 | 21% | Fulfillment by Amazon |
| Health care | 25 | 19% | 2 | 1% | Fulfillment by Amazon |
| Manufacturing & industry | 22 | 17% | 65 | 43% | Amazon Vendor Central |
| Business & finance services | 21 | 16% | 25 | 17% | even |
| Technology & software | 10 | 8% | 15 | 10% | Amazon Vendor Central |
| Consumer services & leisure | 9 | 7% | 2 | 1% | Fulfillment by Amazon |
| Public, community & associations | 7 | 5% | – | – | outside top 12 |
| Transport, logistics & rental | 2 | 2% | 1 | 1% | even |
| Hospitality & travel | 1 | 1% | – | – | outside top 12 |
| Utilities & infrastructure | 1 | 1% | 1 | 1% | even |
| Agriculture & forestry | – | – | 3 | 2% | outside top 12 |
| Media & content | – | – | 3 | 2% | outside top 12 |
| Automotive | – | – | 2 | 1% | outside top 12 |
| Property & construction | – | – | 1 | 1% | outside top 12 |
| Segment | Fulfillment by Amazon | share | Amazon Vendor Central | share | Leans |
|---|---|---|---|---|---|
| United States | 84 | 65% | 96 | 64% | even |
| Germany | 24 | 18% | 28 | 19% | even |
| United Kingdom | 8 | 6% | 8 | 5% | even |
| India | 2 | 2% | – | – | outside top 12 |
| Poland | 2 | 2% | 1 | 1% | even |
| Singapore | 2 | 2% | – | – | outside top 12 |
| Argentina | 1 | 1% | – | – | outside top 12 |
| Austria | 1 | 1% | – | – | outside top 12 |
| Australia | 1 | 1% | 2 | 1% | even |
| Canada | 1 | 1% | 3 | 2% | even |
| France | 1 | 1% | 5 | 3% | Amazon Vendor Central |
| Italy | 1 | 1% | 2 | 1% | even |
| Brazil | – | – | 2 | 1% | outside top 12 |
| Sweden | – | – | 2 | 1% | outside top 12 |
| Denmark | – | – | 1 | 1% | outside top 12 |
| Netherlands | – | – | 1 | 1% | outside top 12 |
| Segment | Fulfillment by Amazon | share | Amazon Vendor Central | share | Leans |
|---|---|---|---|---|---|
| Marketing & communications | 230 | 35% | 185 | 42% | Amazon Vendor Central |
| Logistics warehouse and transport | 136 | 21% | 12 | 3% | Fulfillment by Amazon |
| Healthcare clinical | 82 | 13% | – | – | outside top 12 |
| Sales | 20 | 3% | 92 | 21% | Amazon Vendor Central |
| Engineering (non-software) | 19 | 3% | – | – | outside top 12 |
| Finance & accounting | 19 | 3% | 5 | 1% | even |
| Product, program & project management | 16 | 2% | 6 | 1% | even |
| Design & UX | 7 | 1% | 5 | 1% | even |
| Social care and community | 7 | 1% | 3 | 1% | even |
| General management & consulting | 6 | 1% | 12 | 3% | even |
| IT operations & business systems | 5 | 1% | 5 | 1% | even |
| Procurement and purchasing | 5 | 1% | – | – | outside top 12 |
| Data & AI | – | – | 10 | 2% | outside top 12 |
| Customer service & success | – | – | 7 | 2% | outside top 12 |
| Business development & strategy | – | – | 6 | 1% | outside top 12 |
The companies behind each column
Companies using Fulfillment by Amazon →
Companies using Amazon Vendor Central →
consumer platforms marketplaces ranked →
Quote the sentence with the date and the link. The numbers change daily; the link always shows the current ones.
Amazon Vendor Central is named by 151 companies in job postings and Fulfillment by Amazon by 130; 30 name both. (Breaknorm, 30 October 2026, https://breaknorm.co/compare/amazon-fba-vs-amazon-vendor-central)
Read from the source, not self-reported
Every number on this page can be traced to a page we crawled or a posting we read. Full methodology →
- Job postingsRead hourly from career sites. A tool counts when the employer's own text names it as the team's system; both tools can count for one company.
- Website and DNSScripts and embeds on the company's pages, plus SPF, DKIM, MX and CNAME records of its domain that point at the vendor.
- SegmentsCountry, size and industry from the company profile built from its website.
- Not a reviewNo ratings, prices or feature claims. For those, read the vendors.
Fulfillment by Amazon vs Amazon Vendor Central: questions
Which is more used, Fulfillment by Amazon or Amazon Vendor Central?
By companies naming it in their own job postings, Amazon Vendor Central (151) over Fulfillment by Amazon (130). By website-and-DNS footprint, Amazon Vendor Central (0 vs 0), because its scripts and mail records sit on many small company sites.
Who chooses Fulfillment by Amazon?
62% of Fulfillment by Amazon companies have 2 to 200 employees, against 38% for Amazon Vendor Central. 12% of Fulfillment by Amazon companies have over 1,000 employees, against 31% for Amazon Vendor Central.
Do companies run both?
30 companies name both in their postings, usually Fulfillment by Amazon in marketing and Amazon Vendor Central in sales, or during a migration.
Where do these numbers come from?
From the employer's own text in job postings read hourly from career sites, and from scripts found on company websites in our crawl. No vendor data, no surveys.
Get either list your way
The same data as a search, over MCP and the API, as bulk files, or pushed to you as it changes.
Every company on either tool,
with the person who owns it
Filter on Fulfillment by Amazon or Amazon Vendor Central. Start free, no card.