Amazon UK 秋季大促 3P 增速为 1P 两倍

3P (Amazon Seller) grew twice as fast as 1P (Amazon Vendor) over October’s Prime Big Deal Days on Amazon UK. Here, Venture Forge CEO Andy Banks uses data covering 1.6 million products to show it wasn’t down to a few big brands or deeper discounts, and explains what that means for brands planning for Black Friday:

Deal events are usually where 1P is strongest, with 1P taking a bigger share of Amazon UK sales in the event week than in the weeks around it. That happened again this year, but by less.

In this year’s Prime Big Deal Days on Amazon UK (4-10 October 2026, with the deals running on 6 and 7 October), estimated 3P sales were up 27.5% on the same week of last year’s event, while 1P sales were up 13.9%.

As part of running Vendor, Seller and hybrid accounts for established brands, we track the whole Amazon UK market by category, brand and product, around 1.6 million products in the event week, and this was the biggest change we saw between this October and last.

It wasn’t a few big brands having a bad week, and 3P didn’t win by cutting prices harder. The brands that grew fastest were the ones already selling their own stock, with control over their price, availability and deals.

Same size event, different winners

Amazon UK took an estimated £1.06bn in the event week, against £864m in the same week of last year’s event. That’s up 22%, but most of that is the underlying market rather than the event itself. In the four weeks before Prime Big Deal Days, Amazon UK was already running 21% ahead of the same weeks last year. The event lifted sales 38% above that run-up, close to the 37% it managed last year.

In relative terms the event was a similar size to last year, but who sold through it changed.

• 3P sales went from £523.9m to £667.7m, up 27.5%
• 1P sales went from £340.3m to £387.6m, up 13.9%
• 1P’s share of event-week sales fell from 39.4% to 36.7%

In the four weeks before the event, 1P and 3P were growing at almost the same rate (19.6% and 22.2%), and 1P’s share of sales barely moved, from 32.1% to 31.6%, so the gap opened up in the event week itself.

1P sales in the event week were 60% above their normal weekly level, down from 68% at last year’s event. For 3P it went the other way, from 22% to 27%.

It isn’t one or two brands

The obvious question is whether a handful of big brands had a weak event on the 1P side. Apple sold a lot less this year, for example. The 11-inch iPad sold around 1,500 units in the event week, at an average of about £386, against around 12,300 at about £307 last year.

We tested it three ways. Taking out Apple, Amazon’s own devices, Samsung, HP and Lenovo, 1P grew 18% and 3P grew 28%. Looking only at the 795 brands in the top 1,000 in both years, 1P grew 11% and 3P grew 27%. Looking only at the 3,235 products in the top 10,000 in both years, 1P sales fell 8% and 3P sales grew 21%.

Where it happened

3P grew faster than 1P in eight of the ten categories we looked at. The biggest gaps were in DIY & Tools (3P up 36%, 1P up 12%), Toys & Games (26% against 10%) and Beauty (34% against 24%).

Computers & Accessories was the extreme case. 1P sales in the category fell 37%, while 3P grew 3%, and 1P’s share of the category during the event dropped from 57% to 45%. Computers was also the only major category to shrink overall, down 20%, mostly in tablets and laptops.

The two exceptions were Electronics & Photo, where 1P grew 21% against 10% for 3P, and Sports & Outdoors, where 1P grew 56% against 41%. So 1P didn’t lose ground everywhere, it varied by category, which is why it’s worth knowing which side of it your own category sits on.

1P still did the discounting

You might expect 3P to have won by cutting prices harder, but they cut less.

We compared the price paid for each product in the event week with the price paid for the same product in the four weeks before. On products sold mostly through 1P, the average cut was 6.3%, and 32% of their event sales came from cuts of 10% or more. On products sold mostly through 3P, the average cut was 3.5%, and 17% of sales came from cuts of 10% or more. Both groups sold around one and a half times their normal weekly volume.

The 3P growth came from which brands grew, rather than from 3P out-discounting 1P on the same products. Splitting the same 795 brands by how they sold at last year’s event:

• Brands selling mostly through 3P (over 80% of sales) grew 41%
• Brands selling mostly through 1P (over 80% of sales) grew 15%
• Brands with a mix of the two grew 5%

Among those brands, three-quarters of all the 3P growth came from brands that were already mainly selling their own stock, and it wasn’t just the biggest names. Taking out the ten largest brands in each group, 3P-led brands still grew 36% against 18% for 1P-led brands.

The brands behind it

medicube is the clearest example. The Korean skincare brand went from £0.2m in last year’s event week to £4.2m this year, and is now a top 10 brand across the whole of Amazon UK, with around 95% of it sold through 3P. Other Korean skincare brands did the same, with Biodance up more than six times and Beauty of Joseon more than tripling, both mostly through 3P.

Outside beauty, CRZ Yoga more than doubled in Fashion, and Suri more than doubled in electric toothbrushes, with almost all of their sales through 3P.

Some of the biggest names changed their mix during the event. Braun’s 1P share of event sales fell from 76% to 55% while its sales grew 56%. Oral-B went from 67% to 52% 1P and grew 30%. Lenovo (75% to 52%) and Dell (53% to 36%) moved the same way, though both sold less overall.

Others went the other way and did well from it. Songmics went from 13% 1P to 68%, and Vasagle from 21% to 97%. Both roughly doubled their event sales.

Four brands that missed out

It wasn’t a good event for everyone. These four brands all sold less in this year’s event week than in last year’s, and all fell behind their category.

Funko – event-week sales fell 28% to around £0.4m and units fell 36%. Toys & Games was one of the strongest categories of the event, selling more than twice its normal weekly level, but Funko’s event week was only 15% above normal.

Russell Hobbs – sales down 10% to around £2.2m. Kitchen and home appliances sold more than twice their normal weekly level in the event week, while Russell Hobbs sold only about a third more than a normal week.

Baylis & Harding – sales down 37% to around £0.27m and units down 39%, in a Beauty category that grew 29%.

Free Soul – sales down 18% to around £0.45m and units down 23%, while Vitamins & Supplements grew 14%.

Three of the four sell mostly through 1P, so a lot of their event depended on how much stock Amazon bought and which deals it funded. Free Soul sells almost entirely through 3P, which is a useful reminder that 3P on its own doesn’t guarantee a good event.

What this means for enterprise brands

A lot of enterprise brands sell mainly through 1P and treat that as fixed. On this year’s numbers, that’s a risk at a deal event.

When most of your sales go through 1P, your event depends heavily on Amazon’s buying decisions – how much stock it orders and which deals it funds. This October, 1P sales grew by about half as much as 3P sales did, and in Computers it went backwards. Brands selling through 3P had more control over their own stock, price and deal timing, and the ones that used it grew fastest.

That doesn’t mean every brand should move to 3P. Songmics and Vasagle roughly doubled their event sales while moving most of their sales to 1P, and Braun and Oral-B grew while shifting more to 3P.

For many established brands, the answer may lie in a hybrid approach where possible: 1P where Amazon’s buying power and deal funding help, 3P where control over stock, price and deal timing matters more.

But the split has to be deliberate. The brands in our data that sat somewhere in the middle grew just 5%, the slowest of any group. A split that happens by default rather than by commercial design can leave a brand with the downsides of both.

The questions worth asking before Black Friday are specific. What share of your sales went through 1P in the event week, compared with a normal week? Did Amazon’s POs cover your event demand on the products that mattered? And which products would you rather control the price and stock of yourself?

How we use this data

At Venture Forge we use whole-market data alongside our clients’ own data. For events, the first use is as a benchmark. A brand growing 15% at an event can look good until you see its category grew 30% and its 3P competitors grew faster.

It also shows where 1P is losing or gaining ground, category by category, which shapes how we split stock and deals between 1P and 3P for each client before the next event.

And it tells us what deal depth is worth. Across the market this October, products with no price cut sold around 1.3 times their normal volume in the event week, products cut by 10-25% sold around 2 times, and products cut by 25% or more sold around 2.6 times.

This October, 3P took a bigger share of the event than it did a year ago in eight of the ten categories we tracked. If Black Friday follows the same pattern, I’d expect 3P to take a bigger share of the deal spend again.

If you’d like to know how your category split between 1P and 3P at this event, or where the gap came from if your numbers look like the brands above, we’re happy to share what we can see. It’s the same conversation we’re having with our own clients ahead of Black Friday.

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