Understanding the 3P Distribution Model on Amazon: Is It Right for Your Brand?
Brands selling on Amazon typically have three choices: 1P (selling directly to Amazon), 3P (selling as a third-party via Seller Central), or hybrid. Each comes with its own level of control, complexity, and risk. But for many modern brands, the 3P Full Distribution model offers a compelling middle ground, especially when it’s managed by an experienced partner.
What is 3P Full Distribution?
In this model, your brand partners with an exclusive Amazon seller, like Front Row, who handles 100% of your Amazon operations. That means:
- You ship products to our warehouse.
- We purchase your inventory.
- We manage everything else: listings, pricing, advertising, fulfillment, customer service, and more.
It’s Amazon growth, without the operational burden.
Why Brands Choose This Model
3P Full Distribution is ideal for:
- Brands new to Amazon who want to launch the right way, with expert management from day one.
- Lean teams who can’t dedicate internal resources to running a complex Amazon business.
- Growth-focused businesses who want predictable results without upfront risk.
Instead of navigating Seller Central yourself or dealing with shifting purchase orders from Amazon Retail (1P), 3P Full Distribution gives you a clear, margin-share partnership model with aligned incentives. We only succeed when you do.
Our Warehouse: Built for Agility and Speed
A core part of our model is our dedicated fulfillment center. Beyond ensuring fast, reliable shipping that meets customer expectations, our facility gives us the agility to adapt and innovate quickly.
- Want to test a new bundle or limited-edition SKU? We can turn that around in days, not weeks.
- Need to react to seasonal trends or shifting demand? We’ve got the inventory control and warehousing infrastructure to pivot fast.
- Looking to optimize margins on multipacks or special promotions? We can assemble and fulfill them in-house.
Our fulfillment capabilities are both operational and strategic. We give brands the flexibility to experiment, differentiate, and scale without being held back by rigid supply chain systems.
What Makes Our 3P Model Different?
Unlike many 3P sellers, Front Row brings:
- A full-service Amazon team managing every touchpoint
- Proprietary technology like our Catapult dashboard for real-time performance insights
- Investment in your inventory and success, so you don’t carry the risk
Is This the Right Model for You?
If your team is stretched thin, or you're unsure how to scale on Amazon without overextending, 3P Full Distribution might be your best path forward. It’s not for every brand, but when the fit is right, it unlocks fast, sustainable growth with less complexity.
