Selling models used by brands in Amazon in the U.S. 2022-2023
In 2023, 20 percent of brands selling on Amazon in the United States had a first-party (1P) only selling model, while six percent followed a third-party (3P) only model. According to the findings of a survey, in the same year 74 percent of the brands selling on Amazon did so using a hybrid model of 1P and 3P sales.
