Navigating Amazon’s 3P Maze to Drive Brand Value
Amazon's 3P sellers dominate sales, with 65% of GMV in 2024. Most skin care brands (93%) fall into the High 3P Dependency category, averaging USD0.4 million in sales. Brands perform best with a Measured 3P strategy (25-49% 3P sales), leveraging Amazon tools while maintaining control. To avoid risks, brands should reallocate listings to Measured 3P or forge 1P alliances with Amazon.