White Paper: The Amazon 1P Playbook for 2026

Amazon’s 1P ecosystem has entered a new phase.

A wave of vendor account closures in 2024 was the visible result of a deeper structural shift inside Amazon. The marketplace had a renewed focus on operational efficiency, profitability, and enterprise-scale partnerships, marking the end of a new era for the marketplace. 

While closures slowed in 2025, pressure increased, and instead of abrupt exits, brands encountered tougher negotiations, SKU rationalization, pricing pressure, and reduced visibility into vendor management support. 

Despite these challenges, the 1P model on Amazon is still a successful formula, and the winning brands will proactively shape their role within the ecosystem. 

“Amazon didn’t suddenly decide to crack down on vendors. They evaluated where their resources were going and made a decision to prioritize partners that aligned with operational efficiency and profitability.”

— Alexandra Carmody, SVP Commercial Operations, Front Row

This report outlines:

• Why Amazon’s 1P strategy fundamentally changed
• Which vendors are most exposed to risk and why
• The early warning signals Amazon rarely states explicitly
• The safeguards brands can implement to protect their accounts
• How hybrid 1P/3P models can serve as a defensive strategy, not a last resort

DOWNLOAD BELOW