Glossary/Retail Media & Commerce/First-Party (1P) Vendor
Retail Media & Commerce
First-Party (1P) Vendor
A brand that sells its products wholesale to a retailer like Amazon or Walmart, which then owns the inventory and retail pricing.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
A first-party (1P) vendor is a brand that sells its products wholesale to a retailer such as Amazon or Walmart. The retailer then owns the inventory and sets the retail price. This contrasts with third-party sellers, who sell directly to shoppers on a marketplace and keep control of pricing.