1P vs 3P (First-Party vs Third-Party)
1P = Walmart itself sells the item (you sold to Walmart wholesale); 3P = you sell directly to the customer on the Walmart Marketplace.
1P sellers get rolled into Walmart's own seller account (the one with the iconic blue checkmark). 3P sellers — what most people mean by 'Walmart seller' — list under their own brand name.
1P is harder to break into (Walmart actively invites brands) but typically yields higher Buy Box win rate because Walmart's algorithm prefers its own offer.
Most sourcing tools (SellerAmp, Keepa, ShelfSEO) focus on 3P. 1P sellers use Retail Link, a different toolset entirely.
Related terms
Last reviewed May 13, 2026.
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