Amazon Partnership Models for Brands

Find the Right Amazon Partnership Model for Your Brand.

Choosing the right business model is an important step for brands looking to enter Amazon or develop their existing marketplace operations.

Every brand has different products, operational capabilities and commercial objectives. Some prefer to retain ownership of their Amazon seller account while outsourcing day-to-day management to an experienced partner. Others may choose to supply their products directly to an established reseller rather than managing their own Amazon operations.

At AVENZO, we work with brands across Amazon UK and Amazon Türkiye through two distinct partnership models:

Managed by Avenzo: Your brand retains ownership and control of its Amazon seller account while AVENZO manages day-to-day operations, including advertising, product listings, inventory planning and performance management.

Sold by Avenzo: AVENZO purchases products directly from selected brands and sells them through its own Amazon seller account, taking responsibility for the associated marketplace operations.

Both models are designed to establish sustainable commercial partnerships that align with each brand's needs, objectives and long-term growth ambitions.

How Can Brands Sell on Amazon?

Amazon offers brands opportunities to reach a broad customer base and sell their products across different marketplaces. However, there is no single approach to selling on Amazon. Brands can choose different commercial models depending on their objectives, resources and operational capabilities.

Selling Through Your Own Amazon Seller Account

Under this model, a brand sells its products directly to customers through its own Amazon seller account.

The brand remains responsible for product listings, pricing, advertising, inventory management and account health. These activities can be managed internally or outsourced to a professional marketplace partner.

Through the Managed by Avenzo model, brands retain ownership and control of their Amazon seller accounts while AVENZO manages day-to-day operations on their behalf.

Selling Through an Authorised Reseller

Another option is to supply products to an authorised commercial partner that sells them on Amazon.

Under this model, the reseller purchases products directly from the brand and sells them to customers through its own Amazon seller account.

This allows brands to explore Amazon sales opportunities without necessarily establishing or managing their own marketplace operations.

Through the Sold by Avenzo model, AVENZO purchases products from commercially suitable brands and sells them through its own Amazon seller account.

How Do You Choose the Right Sales Model?

Both approaches involve different commercial arrangements and operational responsibilities.

The most suitable model depends on factors such as the brand's product portfolio, existing sales channels, available resources, target marketplaces and long-term business objectives.

The goal should not simply be to start selling on Amazon, but to establish a commercially viable and sustainable sales model that supports the brand's wider business strategy.

Selling Through Your Own Amazon Seller Account

Selling through your own Amazon seller account allows your brand to maintain direct control over its marketplace activities.

Under this model, your brand owns the Amazon seller account and determines its commercial objectives, pricing strategy and market positioning.

Benefits of Owning Your Amazon Seller Account

Managing sales through your own account can offer several advantages:

• Account ownership and control: Your brand retains ownership of its Amazon seller account.
• Brand management: You maintain control over product presentation, catalogue structure and brand identity.
• Commercial decisions: Pricing, advertising budgets and sales objectives can be aligned with your brand's priorities.
• Performance visibility: Your brand has direct access to sales data, advertising results and account performance.

Operational Responsibilities

Brands selling through their own Amazon accounts need to manage advertising campaigns, product listings, inventory planning, FBA operations and account health.

These activities require time, experience and operational resources. As a product catalogue grows, managing day-to-day marketplace operations can become increasingly complex.

Professional Amazon Management Support

Owning your Amazon seller account does not mean every operational task must be handled internally.

Through Managed by Avenzo, your brand retains ownership and control of its seller account while AVENZO takes responsibility for the agreed day-to-day management activities.

This allows your brand to focus on its wider commercial objectives while advertising, catalogue optimisation, inventory monitoring and performance analysis are professionally managed.

The principle is simple: You own the Amazon seller account. AVENZO manages the operations.

What Is an Authorised Reseller Model?

An authorised reseller model is a commercial arrangement in which a brand supplies its products to an approved business partner that purchases and resells them through marketplaces such as Amazon.

Under this model, the reseller purchases products directly from the brand and sells them to customers through its own Amazon seller account.

How Does the Authorised Reseller Model Work?

The brand and reseller begin by reviewing the product portfolio, purchasing terms and commercial expectations.

Once an agreement is reached, the reseller purchases the agreed products from the brand and manages their Amazon sales activities through its own seller account.

These activities may include product listings, advertising campaigns, inventory planning and day-to-day marketplace operations.

This allows the brand to establish or expand its Amazon presence without having to manage the associated retail operations directly.

Benefits for Brands

• Direct product sales: The brand sells its products to an established commercial partner.
• Reduced operational involvement: The reseller takes responsibility for managing its own Amazon sales operations.
• Marketplace experience: Product presentation, advertising and sales activities can be handled by a partner familiar with Amazon.
• Market expansion opportunities: Brands can explore additional sales channels without necessarily establishing their own Amazon seller operations.

Sold by Avenzo

Through Sold by Avenzo, AVENZO purchases products directly from selected brands and resells them through its own Amazon seller account.

AVENZO manages the associated product listings, advertising campaigns, inventory planning and marketplace sales operations.

This is not a commission-based sales arrangement or a consultancy service. AVENZO acts as the commercial partner purchasing the products and selling them through its own Amazon account.

Managed by Avenzo

Your Amazon Account. Our Operational Expertise.

Managed by Avenzo is our professional account management model for brands that already have an Amazon seller account or wish to establish their own presence on Amazon.

Under this model, your brand retains ownership and control of its Amazon seller account while AVENZO takes responsibility for managing the agreed day-to-day marketplace operations.

What Do We Manage?

• Account management: Overseeing daily Amazon operations and monitoring seller account performance.
• Advertising management: Creating and optimising PPC campaigns while managing advertising budgets efficiently.
• Product listings and catalogue: Developing, optimising and maintaining product content and catalogue structure.
• Inventory and FBA management: Monitoring stock levels, evaluating sales velocity and supporting inventory replenishment planning.
• Account health: Monitoring Amazon policy compliance and managing operational issue resolution processes.
• Performance and profitability analysis: Evaluating sales results, advertising costs and product-level commercial performance.

Responsibilities Between Your Brand and AVENZO

Your brand remains the owner of its Amazon seller account and retains control over key commercial decisions and product supply responsibilities.

AVENZO manages the agreed Amazon operations, monitors performance and implements improvements in line with the partnership's objectives.

Which Brands Is This Model Suitable For?

Managed by Avenzo may be suitable for brands that:

• Already sell on Amazon but need professional operational support.
• Want to improve advertising performance and product profitability.
• Need more effective management of a growing product catalogue.
• Wish to establish an Amazon presence through their own seller account.

Our approach goes beyond completing daily operational tasks. We focus on account performance, inventory availability, effective pricing and sustainable profitability as interconnected elements of long-term marketplace growth.

Sold by Avenzo

Your Products. Sold on Amazon Through AVENZO.

Sold by Avenzo is our commercial partnership model for brands that want to sell their products on Amazon without establishing or managing their own seller operations.

Under this model, AVENZO purchases products directly from commercially suitable brands and resells them to customers through its own Amazon seller account.

How Does the Partnership Work?

Where both parties identify a suitable opportunity, purchasing terms and commercial conditions are agreed.

AVENZO then purchases the agreed products and manages their Amazon sales activities through its own seller account.

What Responsibilities Does AVENZO Take On?

• Product purchasing: Buying agreed products directly from the brand under mutually agreed commercial terms.
• Amazon sales: Selling purchased products to customers through AVENZO's own Amazon seller account.
• Product listings and brand presentation: Managing product content, catalogue information and marketplace presentation.
• Advertising and sales strategy: Managing advertising campaigns, pricing and sales performance according to commercial objectives.
• Inventory and marketplace operations: Monitoring product availability, planning inventory and managing associated Amazon operations.

Which Brands Is This Model Suitable For?

Sold by Avenzo may be suitable for brands and manufacturers that:

• Are not currently selling on Amazon.
• Want to add Amazon to their existing sales channels.
• Prefer not to establish or manage their own Amazon seller operations.
• Wish to supply their products to an established commercial reseller.

The principle is straightforward: Your brand sells its products to AVENZO. AVENZO purchases those products and resells them to customers through its own Amazon seller account.

Managed by Avenzo vs Sold by Avenzo: Key Differences

Both partnership models are designed to support brands selling on Amazon. However, they differ in terms of seller account ownership, product purchasing arrangements and commercial responsibilities.

The Fundamental Difference: Account Management or Commercial Reselling?

Managed by Avenzo is designed for brands that want to retain ownership of their Amazon seller accounts while outsourcing operational management to a professional partner.

Sold by Avenzo is designed for brands that prefer to sell their products directly to AVENZO, which then resells those products through its own Amazon seller account.

In both models, product positioning, inventory availability, advertising efficiency and commercial performance remain important.

However, the structure of the commercial relationship and the responsibilities of each party are different.

The right partnership model depends on how a brand wants to approach its Amazon sales operations and wider commercial objectives.

Which Amazon Partnership Model Is Right for Your Brand?

Choosing the right Amazon partnership model depends on your brand's existing operations, commercial objectives and long-term growth plans.

There is no single approach that works for every business. The key is to establish a commercial arrangement that aligns with your brand's needs and supports sustainable growth.

If You Want to Keep Your Own Amazon Seller Account

If you want to retain ownership and control of your Amazon seller account while outsourcing day-to-day operations to a professional partner, Managed by Avenzo may be the right approach.

This model can be particularly relevant for brands looking to improve their existing Amazon performance or establish a presence through their own seller account.

If You Prefer to Supply Products to an Amazon Reseller

If you would rather sell your products directly to a commercial partner instead of establishing or managing your own Amazon sales operations, Sold by Avenzo offers an alternative approach.

Under this model, AVENZO purchases products from brands and resells them to customers through its own Amazon seller account.

Frequently Asked Questions About Amazon Partnership Models

What is the difference between Managed by Avenzo and Sold by Avenzo?

Under Managed by Avenzo, your brand retains ownership of its Amazon seller account while AVENZO manages day-to-day marketplace operations. Under Sold by Avenzo, AVENZO purchases products directly from your brand and resells them through its own Amazon seller account.

Can I work with AVENZO if my brand does not have an Amazon seller account?

Yes. Brands that are not currently selling on Amazon can explore both partnership models. Depending on your preferred approach, you may establish your own seller account with professional management support or supply your products directly to AVENZO for resale.

Does AVENZO purchase products under the Sold by Avenzo model?

Yes. Under Sold by Avenzo, AVENZO purchases agreed products directly from the brand and resells them through its own Amazon seller account. This is a product purchasing and resale arrangement, not a commission-based sales or consultancy service.

Who determines product pricing under Managed by Avenzo?

Your brand retains control over key commercial decisions, including pricing. AVENZO supports pricing strategy and implementation by considering product costs, market competition and profitability objectives.

Does AVENZO operate in both Amazon UK and Amazon Türkiye?

Yes. AVENZO works with brands across Amazon UK and Amazon Türkiye, operating from London and Newcastle.

How do I start a partnership with AVENZO?

The first step is to contact AVENZO to discuss your brand, products and Amazon objectives. We can then explore the available partnership models, discuss responsibilities and determine the appropriate next steps.