1P Seller vs 3P Seller vs Hybrid Strategy for Amazon: What’s Best for Your Business?

Amazon, the world’s largest online marketplace, offers various selling models to businesses looking to expand their reach and tap into the massive e-commerce market. Among these models, the most prominent ones are 1P (First-Party) and 3P (Third-Party). However, a Hybrid strategy approach is causing many to rethink the 1P vs 3P seller argument. Each strategy has its own advantages and considerations, making it crucial for businesses to understand their unique needs and goals before deciding which approach to pursue.

Today, we’ll look at each way, what’s good about each, and what’s hard about each strategy whether that’s becoming a first-party seller or a third-party seller or becoming a hybrid seller. That way, you can decide what’s best for your business.

1P Seller Strategy

In the 1P strategy, also known as Retail or Wholesale, businesses sell their products directly to Amazon, which acts as the retailer. This can be managed through the Vendor Central portal. As a 1P seller, Amazon takes care of various aspects such as inventory management, pricing, shipping, and customer service. This model offers several advantages, including:

  1. Lots of People See Your Stuff: Being sold and fulfilled by Amazon, 1P listings enjoy Prime visibility and credibility among customers. This can lead to increased sales and a higher level of customer trust.
  2. Amazon Advertising: 1P sellers gain access to Amazon ads, a suite of advertising tools, enabling them to create and manage campaigns to promote their products on Amazon’s platform effectively.
  3. Prime Eligibility: 1P sellers can leverage Amazon’s Prime program, making their products eligible for fast and free shipping. This can significantly boost conversion rates and customer loyalty.

However, the 1P strategy also has its challenges. For instance:

  1. Little Control over Pricing: Amazon has the authority to set prices for your products, which may not always align with your desired profit margins.
  2. Inventory Management: While Amazon handles inventory, there is a risk of overstocking or stockouts if demand fluctuates unpredictably. This can impact profitability and customer satisfaction.

3P Seller Strategy

The 3P strategy, also known as Marketplace or Seller Central, allows businesses to act as independent sellers on Amazon’s platform. Sellers handle various aspects of the selling process, including inventory management, pricing, shipping, and customer service. Key benefits of the 3P strategy include:

  1. You Have More Control: As a 3P seller, you have more control over pricing, inventory management, and branding. This lets you change things based on what people want.
  2. You Can Sell More Stuff: 3P sellers have the freedom to offer a wider range of products compared to 1P sellers. This allows for more diverse offerings and potential for increased sales.
  3. Costs Less: Unlike the 1P strategy, 3P sellers are not required to pay wholesale prices to Amazon. This can result in higher profit margins and more competitive pricing.

However, the 3P strategy also presents challenges:

  1. Hard to Get Noticed: You might face increased competition as their products are listed alongside numerous similar offerings. It can be tough to make people like you more than others.
  2. You Do Everything: You are responsible for their own fulfillment and shipping operations. This can take lots of time and money, especially if you’re a small business.

Hybrid Strategy

A hybrid strategy combines elements of both the 1P and 3P models, allowing businesses to leverage the benefits of each approach. In a hybrid model, businesses sell certain products through the 1P strategy and others through the 3P strategy. This offers a balance between control, visibility, and scalability. Key advantages of a hybrid strategy include:

  1. Better Control and More Choices: By strategically selecting which products to sell through each model, businesses can retain control over pricing and inventory management while also benefiting from Amazon’s fulfillment services.
  2. Less Risky: Diversifying selling approaches can help mitigate risks associated with relying solely on one model. If one strategy encounters challenges, the other can act as a fallback option.
  3. Targeted Marketing: Businesses can use the hybrid model to employ different marketing strategies for their 1P and 3P products, tailoring campaigns to specific customer segments and optimizing promotional efforts.


When considering the best selling strategy for your business on Amazon, it’s important to assess your unique needs, goals, and available resources. The 1P strategy offers enhanced visibility and credibility, while the 3P strategy provides greater control and flexibility. However, a hybrid approach can offer a balance between the two, allowing you to leverage the benefits of both models.

Ultimately, there is no one-size-fits-all answer to which strategy is best for every business. By carefully evaluating your product range, operational capabilities, and growth objectives, you can determine whether a 1P, 3P, or hybrid strategy aligns best with your goals. Remember, the e-commerce landscape is dynamic, and periodically reassessing your selling strategy can help you adapt to market trends and maximize your success on Amazon.

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