1P - Amazon Glossary

In the First Party (1P) model, brands or distributors act as wholesale vendors to Amazon. They receive purchase orders (POs) through Vendor Central, Amazon's B2B portal. Once the goods are delivered to Amazon’s fulfillment centers, Amazon takes full control over pricing, inventory, product listings, and customer service.

The product page typically shows: “Ships from and sold by Amazon.com”, signaling that it’s a 1P offer.

This setup is common for large manufacturers or well-known brands, offering scale and access to Amazon’s marketing tools. However, it also means less control over pricing, brand representation, and customer interaction, as Amazon owns the selling process entirely.