Vendor or Seller: what is the difference on Amazon?
1P or 3P is the biggest commercial decision a brand makes on Amazon, and many make it by accident.
As a Vendor, known as 1P, you sell wholesale to Amazon. Amazon raises purchase orders, owns the stock and sets the retail price. As a Seller, known as 3P, you sell to the end customer through Amazon’s marketplace: you own the stock, the price and the customer experience.
The trade-offs are real. Vendor brings large purchase orders and a hands-off operation, but you surrender price control, and the price Amazon sets ripples into every other retailer you supply. It also brings chargebacks and limited data. Seller returns control of price, stock and data, but you carry the operation: fulfilment, forecasting, customer service and account health.
Many established healthcare brands end up hybrid, holding Vendor for some lines and Seller for others. The point is to arrive there by decision, not by drift.
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