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Scale your wholesale & retail business with compelling product experiences

Work with trusted retailers to reach your consumers at scale as a first-party (1P) vendor.  Deliver high-quality product content from Akeneo to increase conversions and sell more products.

Leading Enterprises Choose Akeneo for their 1P Activation Requirements

What does it mean to be a First-Party (1P) Vendor?

1P stands for first-party, and represents the wholesale vendor relationship you have with certain channel partners. Amazon is most often associated with the “1P” terminology, but it’s generally understood to mean that the brand acts as a vendor that supplies wholesale products to the retailer for them to sell directly to consumers.

The brand is responsible for providing the required product information – including high-quality images, videos, and technical documentation – and the retailer is largely in control of pricing, shipping, marketing, and more. 

To the consumer, the product appears to be sold by the retailer they trust, which can help elevate their perception of your brand and build loyalty. Examples of popular retailers that buy and resell products wholesale from their network of first-party vendors include Amazon, Walmart, Target, Home Depot, etc.

Difference between 1P & 3P

As a first-party (1P) vendor, the brand sells a portion of their product catalog wholesale to retailers for them to sell to their customers.  By purchasing these products wholesale, the retailer takes on the inventory risk and responsibility for selling the products to their consumers.

As a third-party (3P) seller, the brand sells their products directly to end consumers on their channel partners website.  This model puts a lot more onus on the brand to own more of the customer experience, often including pricing, inventory, and direct fulfillment.

Given the growth and success of both models, companies such as Amazon are offering both 1P and 3P options for brands.

Benefits & Drawbacks of 1P Activation


  • Easier to sell products in bulk directly to retailer
  • Remove inventory risk
  • Vendor Manager handles growth opportunities & new programs
  • Sell with retailer’s reputation


  • Less control especially over pricing
  • Wholesale model with lower margins and depend on POs from retailer
  • Responsible for advertising at additional cost

How Akeneo Helps with 1P Activation

Manage, enrich, and link these assets to associated products directly in Akeneo PIM with Akeneo’s Asset Manager, making it easier to share digital assets and product information with your 1P vendor by consolidating everything in a single source.

Your product data is key, but so is your brand promise, your brand values, and other reference information that buyers and shoppers seek. Carrying designer brands? Promoting your sustainability and brand origin? Akeneo PIM manages reference data so you can build your story and communicate your brand’s story across all channels.

Create product catalogs with tailored product listings relevant for digital channels, such as web, marketplaces, mobile, and more. Connectors, a syndication add-on, and pre-built API-based connectors rapidly feed complete product data to leading eCommerce platforms, print solutions, marketplaces, and more.

Are you ready to take the next step?

Our Akeneo Experts are here to answer all the questions you might have about our products and help you to move forward on your PXM journey.