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.