Amazon Brands sell on the marketplace in two ways.
As an Amazon Vendor (1P) or as a third party seller (3P). Amazon Vendor is by invite only and is often traditional multinational brands like Apple, Adidas and General Mills. 3P brands sell directly on the marketplace as a seller. These are Amazon born and DTC brands like Anker, Yeti and Utopia. SmartScout tracks over 1 million brands and provides the following analysis:
