Resources - Playbooks

How Brands Can Win on Amazon’s 3P Marketplace

In this playbook, discover how brands can effectively migrate from a wholesale relationship with Amazon to sell direct-to-consumer via Seller Central, as well as the many advantages of doing so. By Natalie Taylor May 21, 2020
How Brands Can Win on Amazon's 3P Markeplace

Brands today realize the importance of having an Amazon strategy to reach their customers where they are — 66% of consumers begin their search for new products on Amazon, according to Feedvisor data, and in the wake of the COVID-19 pandemic, that number is sure to rise.

Yet, despite the numerous benefits of selling on Amazon, operating on the marketplace poses its own set of challenges for brands, such as unauthorized sellers, counterfeits, and minimum advertised price (MAP) violations — all of which over time can result in brand erosion and negatively impact your brand’s long-term performance.

Certainly, brands operating on Amazon can pull various levers to ensure their brand reputation, value, and shopper perception all remain intact. They can discover how to remain agile while navigating dynamic market forces such as pricing, inventory, demand, and the competition — all while avoiding brand erosion.

There are several distinct differences between operating through Amazon’s first-party (1P) selling model via Vendor Central and operating through its third-party (3P) model via Seller Central that brands ought to consider in regard to maintaining control over their brand representation on the platform.

61% of 1P brands want to expand to Amazon’s 3P marketplace.

Is an Amazon third-party (3P) strategy right for your brand? What are the operational differences between Vendor Central and Seller Central? What are the advantages and challenges for brands in becoming a 3P seller?

Our Amazon experts have compiled specific and actionable strategies in a playbook designed to help you make the transition to the 3P marketplace and maximize impact on the channel. Whether you are a private label, 1P brand, or brand that is new to Amazon, understanding how to connect SKU-level performance and profitability on the Amazon marketplace can greatly benefit not only your brand value but also your bottom line.

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About the Author

Natalie Taylor is the content manager at Feedvisor, where she oversees and executes on the company's content marketing strategy. Prior to her work at Feedvisor, she wrote for a B2B supermarket magazine, focusing on merchandising and marketing trends in the grocery industry.

What Will You Discover in the Playbook?

  • The key differences between Amazon Vendor Central and Seller Central
  • Advantageous ways transitioning to 3P can bolster your brand control and equity
  • Expert-backed tactics to navigate and embrace the 3P channel to drive a lucrative marketplace presence

In the age of Amazon, brands need to remain perceptive to Amazon’s shifting strategies in order to remain profitable and competitive. As the platform continues to roll out new features and policy changes, being able to adapt accordingly will become an indicator of success. Even if selling channels are redefined over time, you need to know how to react strategically to leverage Amazon’s scale to drive growth to your business.

Learn what Feedvisor can do for your business.

When you partner with Feedvisor, you automatically receive access to our true, AI-driven technology and hands-on team of e-commerce experts. Contact one of our team members today to learn more about our end-to-end solution for brands and large sellers on Amazon, Walmart, and e-marketplaces.

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