There are a number of crucial decisions brand executives have to make before they get their Amazon business up and running. And one of the biggest ones is whether or not to operate as a first-party vendor or a third-party seller.
Brands that sell through the invite-only 1P program essentially serve as wholesale suppliers to Amazon, in the same way that they would sell to a brick-and-mortar retailer like Target or Walmart. By contrast, 3P sellers operate independent stores on Amazon, which means they choose which products to sell on the platform and at what prices.
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