Amazon & Marketplace
The 2P Model
10 min
The 2P Model
The Amazon + Shopify + TikTok Trifecta: Running Omnichannel 2P From One Inventory Pool
How omnichannel 2P works — one inventory pool via Amazon MCF serving Amazon, TikTok Shop, Shopify, and Walmart. The model, the math, and who's actually running it.
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8 min
The 2P Model
Are You Big Enough for 2P? Revenue Thresholds and Readiness for CPG Brands
Real revenue thresholds for 2P Amazon partnerships — three tiers from $5M to $500M+, the readiness signals beyond revenue, and what changes at each level.
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8 min
The 2P Model
How to Vet an Amazon 2P Partner: 15 Questions to Ask Before You Sign
The 15-question Amazon 2P partner RFP — structured due-diligence questions across deal structure, operations, technology, and exit terms to ask before you sign
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8 min
The 2P Model
The True Cost of Switching Amazon Operators (And Why 2P Structurally Doesn't Have One)
The real cost of switching Amazon operators — five hidden costs, real revenue-loss timelines, and why a 2P transition works differently than an agency swap.
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8 min
The 2P Model
The 1P to 2P Migration: A CPG Brand's Playbook for Leaving Vendor Central
A CPG founder's playbook for migrating from Amazon Vendor Central (1P) to a 2P partnership. Six defined stages, real timelines, and why 2P beats the 3P scramble.
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8 min
The 2P Model
Vendor Central vs. Seller Central vs. 2P: The 2026 Three-Way Decision
2026 guide comparing Vendor Central (1P), Seller Central (3P), and 2P for CPG brands. Decision matrix, real economics, and the third option most brands miss.
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8 min
The 2P Model
Amazon Brand Management: When to Build It In-House vs. Bring in a Partner
Build vs. partner on Amazon isn't a binary. A five-dimension framework for figuring out which capabilities belong in-house, which belong with a partner, and how to structure.
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7 min
The 2P Model
The Founder Letter: What I Wish I'd Known About Marketplace Economics 5 Years Ago
A different kind of post: five things Anthony wishes he'd known five years ago about how marketplace economics actually work — written without the polish of a framework deck.
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8 min
The 2P Model
The Ecommerce Accelerator Decision Framework: 7 Questions to Ask Before You Sign Anything
The Ecommerce Accelerator Decision Framework
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8 min read
The 2P Model
The Hidden Tax of Vendor Central: Why CPG Brands Are Quietly Leaving 1P in 2026
Vendor Central used to be a destination. In 2026 it's a problem to solve — chargebacks, co-op, and ad asks have quietly compressed 1P margins 30-50%.
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