A vending machine includes a controller with an interface to control vending machine peripherals including an integrated LED lamp assembly having a plurality of light emitting diodes (LEDs) and a DC power connector to connect to a source of DC power within the vending machine. A power regulating circuit adjustably controls the amount of power provided to the LEDs in response to vending machine standard control signals received from the vending machine via a communication circuit compatible with the vending machine controller interface.