In our recent webinar*, one question kept coming up – what is the hybrid model on Amazon, and why might brands choose to adopt it? Here’s the overview you need…
* Watch “2024 in review: Lessons Learned and Strategies for a profitable 2025” on demand here
What if you didn’t have to choose?
When it comes to selling on Amazon, brands usually see a simple choice between Seller or Vendor – but what if we told you that you didn’t have to choose one over the other?
The Hybrid Model – by leveraging both Vendor Central and Seller Central – offers the best of both worlds, allowing brands to optimise performance, de-risk their business model and take greater control of their marketplace strategy.
How does it work?
In simple terms, the hybrid model means selling on Amazon as both a Vendor and a Seller, and allows brands to use each channel’s strengths to your advantage:
- As a Seller (3P): You sell directly to customers, with direct control over listings, pricing and stock.
- As a Vendor (1P): You sell in bulk to Amazon, who then resells your products – less hands-on involvement, but also less control in some areas.
The benefits of going Hybrid
For the right brands, a Hybrid strategy can unlock stability and scale in ways that a single-channel approach just can’t, enabling:
- Greater Supply Chain flexibility – Vendor supports large volume sales while Seller allows you to manage stock and fulfillment independently.
- De-Risked business model – Spreading sales across both models reduces dependence on a single channel; if one experiences challenges, the other can compensate.
- More strategic pricing – Seller Central allows for quick pricing adjustments, while Vendors gain (or lose) from Amazon’s dynamic pricing.
- Expanded market reach – Running both models maximises your brand’s access to Amazon’s marketing tools and promotions.
- Better data – Seller accounts get valuable customer data, while Vendors receive Amazon market insights that can drive strategic decisions.
- Stronger brand control – maintain ownership over content, brand messaging and customer interactions, protecting your brand identity in a competitive marketplace.
Is Hybrid right for your Brand?
A Hybrid approach isn’t for everyone – it adds operational complexity and requires strong commercial strategy to make both channels work effectively.
But, for brands looking to scale, de-risk their business and gain the best of both Vendor and Seller models, we think it’s a strategy well worth considering.
Want an expert opinion on whether Hybrid is best for your brand? Speak to our specialists today.