# Hybrid Account Strategy: Practical Actions for Amazon Vendors and Agencies

## Overview

In this episode, [Christ Turton,](https://www.linkedin.com/in/chris-turton-7a08049/) the Managing Director of [Ecommerce Intelligence](https://www.linkedin.com/company/chris-turton-ecommerce/), joined Paul Sonneveld and discussed how businesses and brands can use a hybrid account strategy to optimize their sales and reach their target customers through a first-party (1P) and third-party (3P) Amazon channel.

## Complete Transcript of the Podcast
### Introduction

Hi, and welcome to another live episode of Marketplace Masters. Brought to you by MerchantSpring, the leading marketplace analytics platform for Amazon agencies and Amazon vendors. Marketplace Masters strives to delve deeper into the challenges that vendors and agencies face to enhance e-commerce and marketplace performance through practical actions and insights.

### Discussion with Chris Turton
**Paul Sonneveld:** I am your host, Paul Sonneveld, and today we’re exploring how businesses and brands can optimize their sales using a hybrid account strategy. To help us with this, I’ve invited [Chris Turton](https://www.linkedin.com/in/chris-turton-7a08049/) to share his expertise.

**Chris Turton:** Hi, Paul! How are you doing?

**Paul Sonneveld:** Hi Chris. Let me introduce you to our audience. Chris is the Managing Director of [Ecommerce Intelligence](https://www.linkedin.com/company/chris-turton-ecommerce/), an e-commerce consultancy dealing with over 5.5 million pounds in sales on Amazon monthly.

**Chris Turton:** Thanks, Paul. It should be an interesting conversation.

**Paul Sonneveld:** Absolutely! It’s worth noting that the interest in this topic has surged recently. So, what do you think is driving this interest?

**Chris Turton:** I believe it’s due to the shifting landscape on Amazon over the last 12-18 months. We’re seeing Vendor Managers becoming less accessible, along with a wave of layoffs impacting various sectors, especially advertising. Many vendors are left seeking alternative avenues to enhance their presence on this marketplace.

The analytics platform reports a continuing shift from vendor to seller dynamics, suggesting that self-management within 3P is becoming more operationally efficient as many traditional vendor systems are becoming less viable.

### The Hybrid Model
#### What Does It Entail?

The hybrid model involves simultaneously running an Amazon vendor or 1P account alongside a seller or 3P account. Historically, operating both was discouraged, but now it can provide brands with greater flexibility and market access.

The opportunity exists to optimize product listings and pricing, balancing between vendor-exclusive offers and the seller platform’s control over retail prices.

**Paul Sonneveld:** Is it common for brands to sell the same ASIN on both vendor and seller accounts?

**Chris Turton:** It’s risky and generally not advisable. If you’re running vendor and also sending stock to FBA for the same ASIN, conflicts can arise that will disrupt inventory management and pricing control. Therefore, brands typically need to choose one platform per ASIN. However, options like FBM have different considerations that may allow some flexibility in this regard.

### Real-World Examples

In practice, clients often transition between vendor and seller based on operational effectiveness and profitability metrics. One of our success stories involved a brand that improved their monthly revenues significantly after implementing a hybrid model while optimizing their listings between the two platforms effectively.

### Conclusion

In summary, while the hybrid model offers exciting opportunities for brands, it necessitates thorough market analysis and a strong understanding of each platform’s nuances. Flexibility, analytical capabilities, and open communication with vendor managers are vital for successfully navigating this evolving marketplace.

For more insights, check out Chris Turton on [LinkedIn](https://www.linkedin.com/in/chris-turton-7a08049/) or via his website [Ecommerce Intelligence](https://christurtonecommerce.com).