Vendors, first-party merchants or 1P are brand owners who allow Amazon to sell their products on a wholesale relationship. They use Vendor Central, an invite-only platform, to list their products and accept or reject Amazon’s offers to buy as few or as many units as it wants. They send inventory to Amazon and relinquish all control over the sale price. Listings are displayed with the message “Ships from and sold by Amazon”. In return, they can leverage Amazon’s credibility, commitment to prioritize their sales, ability to optimize listings, and potential to buy in bulk.