Amazon Seller Central Vs. Vendor

I’m part of the Marketing team for a company that’s selling products across multiple Amazon marketplaces and I’m currently looking into the pros and cons of selling on Amazon using Seller Central or Vendor. At the moment we are selling on both in Amazon US (not Canada or Mexico), but I keep getting conflicting information about selling on each and I can’t make an informed decision about it. Things I’m interested in are: – Conversion Rate difference in Seller or Vendor sales – Has Amazon ever penalised a company in the past for moving to 100% seller strategy, therefore reducing Vendor’s potential sales? – Any case studies from companies who had left Seller and gone into Vendor, or vice versa? Thanks in advance