Overview

In the fast-evolving Amazon ecosystem, brands and their agencies are discovering that the best answer to the 1P vs 3P dilemma is often “both.” A new wave of Amazon hybrid selling strategies is reshaping how vendors operate, combining the strengths of first-party (1P) and third-party (3P) channels. In a recent Marketplace Masters webinar, Amazon expert Chris Turton (Managing Director of eCommerce Intelligence) shared advanced tactics for leveraging a hybrid Amazon model to maximise sales and profitability. This article distills those insights into a practical playbook for agency professionals and vendors looking to thrive in 2024 and beyond.

We’ll explore why so many Amazon vendors are embracing a Vendor Central + Seller Central approach, how to integrate offline retail efforts with online marketplace channels, and best practices for managing inventory, pricing, and data across 1P and 3P. You’ll also learn from a real case study where a brand’s hybrid strategy boosted 1P sales by 40% while rapidly growing its 3P revenue. By the end, you’ll see how a well-executed hybrid strategy isn’t about choosing sides – it’s about synergy. Let’s dive into the hybrid selling landscape and unlock the secrets to vendor success.

The Rise of Hybrid Selling for Amazon Vendors

It’s no secret that Amazon’s marketplace is becoming ever more dominant. In fact, Amazon has been steadily shifting toward third-party sellers for years. By 2023, 3P sellers account for roughly 60% of units sold on Amazon, a trend driven by the marketplace’s higher profitability and lower operational burden for Amazon. Amazon’s retail (1P) business carries inventory risk and requires more staff, whereas the 3P model lets Amazon offload those costs. As one analysis noted, a 15-person retail team was outperformed by a single person on the marketplace team – a testament to Amazon’s efficiency focus. The takeaway for brands? Amazon is increasingly favoring the 3P marketplace model, and vendors are feeling that shift.

Vendor Central isn’t going away – it still accounts for about 30% of Amazon’s retail sales (especially for top FMCG and marquee brands). However, many traditional vendors are exploring the hybrid model by adding a Seller Central account. In the last 12 months, there’s been a mass migration of vendors opening 3P seller accounts, essentially operating both channels in parallel. Chris Turton observes that brands who once believed they had to choose either 1P or 3P are now finding “you can do both”, reaping benefits from each. This trend is particularly pronounced in Europe, where Amazon has been phasing out vendor arrangements with distributors and non-brand owners (the EU stopped inviting new 1P wholesale distributors, moving toward brand-only vendor relationships as of January 2024). In short, if you’re the brand owner with a Vendor Central account, Amazon is nudging you to also consider Seller Central – and if you’re not the brand owner, your days as a vendor are numbered.

Why are so many vendors going hybrid? Several factors are driving this shift:

• Vanishing Vendor Managers: Many brands can no longer rely on Amazon vendor managers for support or negotiations. Amazon’s cost-cutting and reorgs have made vendor managers “invisible” or eliminated their roles. Without a vendor manager, it’s hard to negotiate terms or get exceptions, leaving vendors feeling adrift. This pushes brands to seek more control via a 3P account.
  
  
• Pricing and Profitability Pressures: Amazon as a retailer is laser-focused on profitability (Net PPM) and competitive pricing. If your wholesale pricing to Amazon doesn’t meet their margin targets, Amazon will reduce orders or demand concessions. Vendors often face Amazon’s algorithmic price matching – if any other retailer or marketplace seller offers your product cheaper, Amazon will drop the 1P price to match, eroding your margins. Many vendors have watched Amazon unilaterally discount their products, with little recourse. On the flip side, going 3P lets you regain pricing control to enforce MSRP and protect brand value. “Unless you have an active vendor manager to justify your Net PPM, you may not get a satisfactory outcome. It’s much easier to control pricing using 3P,” Chris explains.
  
  
• CRaP Products and Stockouts: Amazon’s retail systems won’t place POs for items that are unprofitable or deemed CRaP (“Can’t Realize a Profit”). If some of your SKUs have higher costs or lower turnover, Amazon might stop ordering them entirely. In the past, that meant those products simply wouldn’t be sold on Amazon. A hybrid strategy provides an escape valve: you can list those same products through Seller Central (perhaps at a slightly higher price that customers are willing to pay) and keep them available to consumers even if Amazon retail won’t carry them. Similarly, if Amazon is under-ordering and causing stockouts on a popular item, supplementing with your 3P offer via FBA can ensure you’re not missing out on sales due to Amazon’s inventory choices.
  
  
• Need for Agility and New Product Launches: In a 1P-only model, launching new products can be slow and unpredictable – you’re waiting for Amazon to place a purchase order, which might never come if their algorithms don’t sense immediate demand. With a 3P account, brands can launch a new SKU on Amazon anytime, set up FBA inventory, price it strategically, run ads and Amazon Vine for reviews, and build momentum. This hybrid approach is used by even large brands: for example, launching new products as 3P to prove demand and gather reviews, then transitioning successful products to 1P once they’ve gained traction. In 2024’s fast-paced market, that agility is a huge advantage.
  
  

In summary, the Amazon hybrid model has gained momentum as vendors seek greater control, stability, and growth. But pursuing 1P+3P isn’t a magic bullet by itself – it requires a strategic approach. As we’ll see next, deciding which products belong in which channel (and managing both effectively) is the key to hybrid success.

1P vs 3P: Striking the Right Balance for Your Brand

One critical lesson from the experts: hybrid selling is not “one size fits all.” You shouldn’t throw your entire catalogue onto Seller Central overnight, nor blindly keep everything on Vendor Central. The optimal mix of 1P and 3P needs to be determined product by product, ASIN by ASIN.

“The hybrid model works on an ASIN by ASIN basis; there is no one size fits all here. It all depends on your category, your relationship with Amazon, and your unique terms,” says Chris Turton. In practice, this means doing a careful analysis of each SKU’s performance and profitability under each model.

Start by crunching the numbers on every product in your Amazon assortment. For each ASIN, compare the economics of 1P vs 3P selling:

• What wholesale price does Amazon pay you on 1P, and how does that translate to margin after all vendor fees (coop fees, damage allowances, freight, chargebacks, etc.)?

• What would the fees be if sold on 3P (Amazon referral fee ~15%, FBA fulfillment fee or your own shipping costs, storage, returns handling)?

• Are there vendor terms that make the item unsustainable on 1P (e.g. Amazon demanding an extra 10% margin via cost reconciliation or excessive chargebacks)? Or conversely, are there FBA costs that would make 3P less profitable than your 1P arrangement?

This financial analysis is the foundation. In many cases, brands discover that a sizable portion of their catalogue is more viable on 3P than 1P – especially items with thinner margins or volatile demand that Amazon’s algorithms flag as unprofitable. Moving those SKUs to Seller Central can stop the bleeding (no more negative margins or endless “Negotiation Requests” from Amazon to cut costs) and let you price appropriately for consumers.

Meanwhile, keep the strong performers on 1P – if Amazon is regularly ordering a product, maintaining stock, and you’re earning a decent margin selling wholesale, there’s no need to disrupt that. “If Amazon is buying a product consistently and it’s profitable, even if your margin is slightly higher on 3P, you may stay 1P because replicating that volume on your own might cost more in marketing and logistics,” Chris notes. The goal is a balanced portfolio where each ASIN is on its optimal channel.

Importantly, avoid channel conflict at all costs. A golden rule of hybrid selling is do not list the same exact ASIN on both 1P and 3P simultaneously. If Amazon Retail (1P) is selling an item and you also list it via FBA or FBM (3P) at the same time, you’ll be competing with Amazon for the Buy Box – a recipe for chaos. Amazon might respond by halting POs for that SKU, since from their perspective, another seller (you) is already fulfilling demand. On the flip side, if you try to undersell Amazon’s price via 3P, you could trigger pricing issues or the listing being suppressed. Chris calls directly competing on the same ASIN “one of the worst mistakes you can make” in a hybrid model.

Instead, assign each product to one channel or the other. For example, you might decide that 20% of your catalogue (the fast movers) stay 1P, and the other 80% go 3P – or a 50/50 split – whatever the analysis dictates. But once the plan is set, each ASIN should have a single Amazon route. (If you do need to switch a product from 1P to 3P, coordinate a clean transition: sell through 1P inventory, ask Amazon to delist or set the item to non-replenishable, then introduce your 3P offer. This avoids overlap.)

Another consideration in striking the balance is your internal capabilities and vendor relationship:

• If you have a strong vendor manager and a great 1P relationship (rare, but some brands do), you might lean more on 1P. For instance, some brands remain predominantly 1P because Amazon buys a large portion of their catalogue profitably and provides support, making 1P worth it.
  
  
• If you lack that support and feel like “just another vendor,” you’ll likely want to shift more to 3P for control and self-service tools.
  
  
• Many brands will end up hybrid by necessity: they can’t completely abandon 1P (it’s hard to match Amazon’s reach and volume on certain items), but they can’t live with 1P alone either. The sweet spot is when 1P and 3P not only coexist but actually complement each other – as we’ll see in the case study, success happens when each channel boosts the other rather than cannibalising it.
  
  

Integrating Offline and Online Channels for a Unified Strategy

“Hybrid selling” isn’t just about Amazon’s two platforms – it also touches your wider multichannel strategy, including offline retail. To truly succeed, brands need to integrate their Amazon approach with their traditional distribution channels. This is where offline and online sales channels meet in your strategy.

A common pain point for vendors has been retail price conflicts. If you sell through brick-and-mortar distributors or other e-commerce sites, their pricing can directly affect your Amazon vendor business. Amazon’s retail pricing engine scans the web constantly; if a major retailer or even a rogue third-party seller lists your product below Amazon’s price, Amazon will likely match it on 1P, sometimes dropping the price below your cost. This leaves the vendor eating the loss. Hybrid sellers need to be vigilant about pricing consistency across channels:

• Enforce MAP (Minimum Advertised Price) policies with your distributors and resellers. When unauthorised sellers or retailers undercut prices, it doesn’t just hurt those sales – it undermines your whole pricing structure on Amazon. Before shifting an item to 3P, make sure you’ve cleaned up distribution so you own the Buy Box at a stable price. Otherwise, you might find yourself competing with grey-market sellers on your own listing, especially in a 3P scenario.

• Some brands choose to keep certain wholesale-exclusive SKUs or packaging variations to avoid direct price comparability. For example, a brand might sell a 3-pack on Amazon 1P and single units to other retailers, so that exact item isn’t sold elsewhere. In a hybrid model, think creatively about product mixes to minimise direct channel conflict.

In the hybrid webinar, Chris Turton emphasised looking at the entire retail landscape when planning 1P vs 3P. This means auditing not just Amazon, but where else your products are sold and at what prices. A hybrid Amazon strategy will falter if your offline channel is a free-for-all. On the positive side, a tight distribution and pricing policy offline amplifies your success online – Amazon’s algorithms reward consistent pricing and availability. When you integrate channels properly, you can confidently leverage both Vendor and Seller Central, knowing there’s no “weak link” undermining your efforts.

Inventory management is another realm where offline and online must mesh. In a hybrid model, you’re essentially juggling two Amazon supply chains: Amazon’s purchase orders on one side, and your own FBA (or FBM) stock on the other. It’s vital to synchronise these with your overall inventory so you don’t face stockouts or overstocks:

• Avoid stockouts on key products by forecasting demand across 1P and 3P. For instance, if you plan a big promotion on your 3P listing (say a lightning deal or ad campaign), ensure Amazon hasn’t already consumed all your inventory via POs. Conversely, if Amazon suddenly cuts orders on a vendor item (perhaps due to a Net PPM issue or algorithm change), be ready to pivot and allocate more units to your 3P channel to keep the product in stock.

• Use a unified inventory system or at least close communication between the teams handling Amazon vendor shipments and Amazon FBA. Since 1P and 3P draws come from the same pool of your warehouse inventory, you need a holistic view of stock levels. Modern inventory management software or even just a well-managed spreadsheet can help allocate units to each channel optimally.

• Watch out for Amazon’s tendencies like forward deploying stock in 1P (sending your units to other countries without asking, which could create gaps locally) or long lead times on POs. If Amazon is slow to reorder and you risk going out of stock, having a Seller Central offer as backup can save the day – but only if you reserved some inventory for it. It’s a balancing act.

In summary, hybrid selling forces brands to break down silos. Your Amazon strategy can’t be decided in isolation from your offline retail and distribution strategy. Success comes from a unified approach: consistent pricing, controlled distribution, and fluid inventory management across all channels. When offline and online efforts align, you can truly “navigate the hybrid selling landscape” to reach a wider audience and drive sales in both worlds.

Harnessing Data and Tools to Succeed with 1P+3P

One of the secret weapons of hybrid sellers is the wealth of data and tools available – especially via Seller Central – to inform decisions and fuel growth. A decade ago, Vendor Central had many exclusive analytics and marketing capabilities. Today, the script has flipped: Seller Central (for brand-registered sellers) provides a richer suite of insights and brand-building tools, which hybrid vendors can leverage to their advantage.

Consider the analytics side. As a vendor, your data visibility is somewhat limited; you see your shipped units and revenue, and Amazon provides Retail Analytics reports with some info. But Seller Central’s Brand Analytics and Business Reports go much deeper:

• Conversion metrics, unit session percentages, traffic data, repeat purchase behaviour, customer demographics – 3P brand sellers get granular metrics that vendors often don’t. (Not long ago, vendors had a dashboard for conversion rates, but many such metrics have been deprecated on Vendor Central.) By operating a Seller Central account, you unlock these insights for your brand.

• Search term analytics: Seller Central’s Search Query Performance and Brand analytics let you see what keywords customers use, how your products rank, click-through rates, etc. This is gold for optimising content and advertising. Vendor Central has some search data, but it’s not as interactive or detailed.

• Marketplace-wide trends: Tools like Product Opportunity Explorer are available to sellers, helping identify market demand, competitor pricing, and even return rates by category. These insights can guide which products you might introduce or whether a product’s high return rate could be impacting profitability on 1P.

For a hybrid seller, the strategy is clear: use 3P data to fuel 1P decisions. For example, if your Seller Central reports show that a particular product has a stellar conversion rate and growing sales, but Amazon Retail isn’t stocking enough of it, you have evidence to push Amazon (if you have a vendor manager) or to justify shifting more inventory to FBA to capture missed sales. Or maybe the data shows certain items get a lot of searches but low conversion – you might improve the content via your seller listings (with A+ content or better images) and watch that benefit both channels.

On the marketing side, Seller Central opens up a toolbox that vendors can’t ignore:

• A+ Content and Premium A+: All brand-registered sellers can add A+ content to listings for free, including rich images and comparison charts. Vendors can also add A+ content (Enhanced Brand Content), but Premium A+ (with video and interactive modules) has a hefty fee for vendors (~$500 per ASIN, unless a promotion is offered). On Seller Central, Amazon has made Premium A+ free for brands that meet certain conditions. 
  
  This means you can enhance the product detail page through your 3P account at no or low cost, even if that product is sold by Amazon 1P (yes, you can contribute content via your seller side for a product Amazon also sells – the best content usually wins the detail page). In fact, we’re seeing that content submitted via Seller Central often publishes on the detail page even if the item is primarily 1P, as Amazon’s systems shift to favour brand contributions. Hybrid sellers can take advantage of this by managing all content optimisations through Seller Central’s richer interface.
  
  
• Amazon Vine reviews: Getting initial reviews is critical for new products. Vendors have access to the Vine program, but we’ve seen costs up to £1,000 per ASIN on Vendor Central for Vine. Through Seller Central, Vine is a flat fee (about $200 or equivalent) for up to 30 units – a relative bargain. By enrolling a new product via your 3P account, you can quickly gather reviews, which benefit the listing whether it’s sold by you or Amazon. This is a smart hybrid hack: use 3P to build up a product’s reputation, then let Amazon take it over once demand is proven.
  
  
• Sponsored Ads and Brand Store: Perhaps one of the biggest advantages of 3P is access to Amazon’s advertising console and brand storefronts. Vendor Central does allow advertising (through Amazon Advertising, vendors can run Sponsored Products and even Sponsored Brands if enrolled in Brand Registry), but many smaller vendors don’t get equal access or face higher hurdles. With a Seller account, you can immediately run Sponsored Product, Sponsored Brand, and Sponsored Display ads to drive traffic to your listings. 
  
  You can also create a Brand Store on Amazon – a dedicated multi-page storefront for your brand accessible from the “by Brand” link on product pages. These brand-building tools are game-changers for visibility. Chris Turton noted that in the case study client, they heavily built out Sponsored Brand ads and a storefront via the 3P side, which in turn “sparked Amazon to make more purchase orders” on the vendor side. The advertising created lift that increased overall demand, and Amazon responded by ordering more as a retailer – a perfect illustration of hybrid synergy.
  
  
• Cost management tools: As a 3P seller, you gain more control over fulfillment costs (e.g., choosing FBA vs FBM for certain items) and can monitor things like storage fees, shipping credits, etc. Vendors sometimes face unexpected charges (like warehouse damage fees, shipping chargebacks) that are hard to track. By handling some sales via 3P, you get a clearer view of the cost of fulfillment, which can inform how you negotiate vendor terms or where you need to improve logistics.

All these tools underscore a key point: data and agility are the core of hybrid success. The Seller Central platform is not just a sales channel; it’s an intelligence and marketing platform for your brand on Amazon. Hybrid sellers should treat their 3P account as the control centre for Amazon strategy – optimising content, testing pricing, running campaigns – even as they maintain a 1P partnership. In doing so, you essentially “turbocharge” your presence: 3P gives you the agility and insights, while 1P gives you scale and exposure (e.g. Amazon’s retail reach, potential for Amazon-funded promotions, etc.). Used together, you can achieve results that neither channel could alone.

Case Study: Hybrid Strategy in Action – A 40% Vendor Boost

Theory is one thing – what does hybrid selling look like in practice? Let’s examine a real-world example discussed in the webinar. Chris Turton and his team guided a mid-sized brand through a hybrid transformation, and the outcomes were eye-opening.

Starting point: The brand was an established manufacturer that primarily sold via Vendor Central in the UK. They had about 20% of their product catalogue active on 1P (mostly in odd bundles Amazon had chosen to list), and a dormant Seller Central account with a few listings doing minimal volume. The vendor account faced typical challenges: Amazon was neglecting or refusing many SKUs due to profitability concerns, purchase orders were inconsistent, and the brand lacked any Amazon vendor manager to talk to. Moreover, the brand’s Amazon catalogue had become messy – third-party sellers had created rogue listings and bundles of their products (sometimes using invalid barcodes), which the brand had trouble fixing through Vendor Central alone. In short, their Amazon presence was underperforming and not under control.

Hybrid game plan: Chris’s team proposed a systematic pivot to a hybrid model:

1. Audit and analysis: They examined the brand’s entire catalogue, comparing for each item whether it could be viable on Vendor Central, Seller Central, or not at all. This included a line-by-line profitability analysis as described earlier. They factored in all vendor terms and fees and all 3P costs. They also looked at retail pricing across channels (the brand was selling through other retailers, which contributed to Amazon’s pricing issues).

2. Segmentation of the catalogue: Based on the analysis, they created a “golden list” of which ASINs stay 1P and which move to 3P. For example, products that Amazon consistently purchased, kept in stock, and made a margin on were slated to remain on Vendor Central – there was no reason to disrupt that revenue. Products that were CRaP under 1P (Amazon wouldn’t order them, or the margin was negative) were earmarked for Seller Central – these could potentially be profitable if sold direct at higher price points or optimised packaging. A number of niche products that had low sales were actually removed from Amazon entirely (at least temporarily) because they weren’t worth the effort on either channel until the core business was fixed.

3. No overlap: They ensured that for every SKU, inventory would feed one channel or the other, never both at once. This meant avoiding the common hybrid mistake of sending some FBA inventory for a product that Amazon is also stocking. The few instances where the brand had done that before, they immediately ceased, letting Amazon sell out its stock before introducing their own offer.

4. Optimise the Seller Central foundation: Next, they overhauled the dormant 3P account. They listed all the newly allocated SKUs with proper Amazon Brand Registry setup. They created new A+ content for each, uploaded high-resolution images, and built a cohesive Brand Store reflecting the brand’s story. They also enrolled products in Vine for reviews where needed. Essentially, they treated the Seller Central launch like a full brand launch on Amazon, even though the brand was somewhat known – this was about putting their best foot forward as a seller.

5. Advertising and demand generation: With the catalogue live on 3P, they launched targeted Amazon advertising campaigns – Sponsored Products to capture category search traffic, and Sponsored Brands featuring the brand logo to drive awareness and traffic to the Store. This was something the brand had never done on the 1P side (Amazon Retail was never going to invest in advertising their niche bundles). The ads started to generate incremental sales on the 3P side and raised the brand’s visibility in search results.

The results: Within the first year of adopting this hybrid strategy, the brand saw extraordinary growth:

• Third-party (3P) sales surged. Essentially, from a standing start, their Seller Central account grew to over £500,000 in annual revenue. These were sales Amazon would likely never have fulfilled as a retailer, but through direct selling, the brand captured them. This equated to roughly an additional half-million in GMV that the company hadn’t seen before.

• First-party (1P) sales also increased dramatically. In an unexpected but welcome twist, the vendor side of the business also jumped – their Amazon vendor sales grew by ~40% year-on-year after going hybrid. According to Chris, their shipped COGS (cost of goods sold) and units on Vendor Central were up 40% as Amazon started placing more frequent and larger POs. Why? The heightened product visibility and ads from the 3P side drove up total demand, and Amazon’s systems responded by ordering more of the products in 1P that were performing well.

  In other words, the 3P activity created a halo effect that lifted 1P sales instead of cannibalising them. As Chris put it, “doing hybrid is effectively assisting both [channels], because you’re developing the customer experience”. By improving content and availability, the customer experience improved, and everyone wins – customers find the products in stock (whether sold by Amazon or the brand), the brand makes more sales, and Amazon captures more transactions overall.

• Total Amazon revenue doubled. Combining 1P and 3P, the brand more than doubled its Amazon revenue within two years of this approach. Chris shared that one client “doubled their revenue in less than two years from using the hybrid model” – growing from about £16k/month in 2021 to £35k+/month in 2023. This aligns with the results seen in this case.

Just as importantly, the hybrid strategy brought control and clarity. The brand now had direct insight into sales patterns via Seller Central analytics, better control over content and pricing, and a cleaner catalogue (since the 3P account with Brand Registry allowed them to police listings and shut down unauthorised sellers). By intelligently splitting the catalogue and focusing on execution in each channel, they created a sum greater than the parts. The vendor side benefited from the marketing done on the seller side, and the seller side benefited from the product assortment and credibility established on the vendor side (for instance, some customers prefer to buy items “Ships from and sold by Amazon” – those items were still available 1P, while other customers found the brand’s broader selection via 3P).

Key takeaways from the case study:

• A hybrid Amazon strategy can unlock latent growth. There are sales you’re missing as a 1P-only vendor and, conversely, advantages you’d lose as a 3P-only seller. Combining both can capture the maximum market share.
  
  
• Rigorous analysis is crucial. The success came from detailed upfront planning (what goes 1P vs 3P) and ongoing data monitoring. Hybrid is not set-and-forget; it’s an active management approach.
  
  
• Customer experience is the north star. By focusing on making products available one way or another, with great content and reviews, the brand delighted more shoppers. Amazon’s algorithms reward that with more exposure and, in the case of 1P, with more orders. Satisfied customers drive the flywheel, whether the seller is Amazon or you.
  
  
• Hybrid requires organisational alignment. In the case, the brand had to coordinate internal teams for vendor operations, seller operations, content creation, and ad management. They treated Amazon as one channel with two streams, rather than separate silos. This is a mindset shift, but pays off with a cohesive strategy.
  
  

Conclusion: Embrace Hybrid Selling to Future-Proof Your Amazon Business

As we head into 2024 and beyond, one thing is clear: the old 1P vs 3P debate is giving way to a hybrid reality. Brands that learn to master both selling models will have a competitive edge on Amazon. By leveraging 1P and 3P in tandem, you can maximise reach, optimise profitability, and mitigate risk in a way that a single-channel approach simply can’t. Hybrid selling offers the hands-off scale of Vendor Central and the entrepreneurial control of Seller Central – the best of both worlds when executed correctly.

For Amazon agency professionals, adopting a hybrid strategy for your clients can be a powerful differentiator. You’re not just a “vendor manager” or a “seller consultant” – you’re a holistic Amazon strategist. That means using every tool in Amazon’s toolbox to build the brand and sales. It also means keeping a close eye on data and staying agile: switching an ASIN to 3P if 1P isn’t working, or vice versa, and continuously optimising content, pricing, and inventory based on real-time insights.

Certainly, running a hybrid model adds complexity. You have two account interfaces to deal with, two sets of rules and fees, and the need for diligent coordination. But the payoff – as seen in the case study and many others – is well worth it. With a thoughtful approach, hybrid selling can drive significant incremental revenue (often double-digit or better growth) and improve your resilience to market changes. If Amazon cuts back on vendor orders or alters terms, your 3P channel is there to pick up the slack. If competition on the marketplace heats up, your 1P relationship can ensure key products remain prominent. This flexibility is invaluable in the unpredictable world of e-commerce.

Ready to elevate your Amazon strategy with a hybrid approach? Watch the full webinar on Advanced Hybrid Selling Strategies for a deeper dive into these tactics and firsthand insights from Chris Turton. If you’re looking for expert guidance or tools to manage your 1P and 3P operations, we’re here to help. MerchantSpring, the platform behind Marketplace Masters, is built to simplify life for Amazon agencies and vendors – providing unified analytics and reporting across Vendor Central and Seller Central in one place. Feel free to reach out for a demo or consultation on how to implement a hybrid model for your brand. By embracing hybrid selling, you can navigate Amazon’s evolving landscape with confidence and position your business for long-term success. Don’t let old silos hold you back – combine forces and make 1P+3P your formula for growth!