Amazon Vendor | The End of 1P vs 3P: Building a Hybrid Portfolio That Works

In this episode of Marketplace Masters, Paul Sonneveld takes on the oldest debate in the Amazon world: 1P or 3P. Joining him are Sebastian Barrios and Stephan Putter of Leadsphere, a Mexico-based agency and certified Amazon Commerce partner running hybrid vendor and seller setups for brands across Amazon and MercadoLibre.

Their argument: the best brands stopped choosing. 3P is your risk, experimentation and demand-creation channel. 1P rewards proven products. The real work is deciding, SKU by SKU, where each product belongs. Sebastián and Stefan explain why hybrid became urgent (Amazon's ongoing waves of vendor terminations, the most recent just nine days before recording, and 3P unit share declining for two consecutive quarters for the first time on record), the four-step allocation framework covering forecastability, velocity, price point and MAP sensitivity, and why running the same ASIN on both sides invites conflict with your vendor team.

They also cover one content standard but two completely different advertising strategies, upper funnel on 1P and lower funnel on 3P, how distributor leakage (not Amazon) breaks your pricing, when hybrid is the wrong answer, and live audience questions on seller account gating and how to get Amazon to stop ordering an unprofitable ASIN.