Nearly half of Amazon's 1P vendors are leveraging 3P selling.

As many of you know, Amazon recently notified some 1P vendors it would no longer source their products directly, pushing them toward 3P selling.

November 9th is the deadline.

Before this, however, 1P brands often already considered either switching over to 3P completely or using a hybrid approach with both Vendor and Seller Central.

And it's no surprise:
72% of 1P brands found AVNs challenging
14% reported their negotiations as unsuccessful or unresolved
91% saw increases in trade terms
61% cited profitability management as a top challenge

This hybrid approach offers key advantages:

🌱 Diversified risk: Avoid relying solely on Amazon as a 1P vendor.
🎛️ Greater control: Flexibility in pricing and inventory management.
🧠 Market insights: Direct engagement with customers to better understand preferences.

That said, managing both 1P and 3P can be complex.

It requires resources and expertise, and if done poorly, it could cannibalize your own products; however, for those able to adapt, the hybrid model can lead to increased sales, brand visibility, and flexibility in responding to market shifts.

Have you experimented with a hybrid 1P/3P strategy? What's been your experience?


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