1P or 3P? Weighing The Options
In the past, Vendor Central sellers had access to a number of exclusive marketing offers and promotions such as Amazon's "Subscribe and Save" program that offered incentives to do business on a wholesale basis. Recent changes to Amazon's business strategy have shifted the focus away from 1P vendor relationships towards self-directed, 3P sales on the Seller Central platform - and opened up access to Amazon Marketing Services that were previously available to only wholesalers.
Industry watchers attribute this shift to the high cost of managing wholesale accounts and an overall trend towards self-directed e-commerce sales using existing platforms such as Amazon. At the same time, Amazon continues to maintain and develop lucrative wholesale relationships with a number of high-profile, high-volume brands with a heavy focus on a brand's top-selling products.