3P

In the Third Party (3P) model, sellers list and sell products directly to customers on Amazon, using the Seller Central platform. Unlike 1P vendors, 3P sellers do not sell their inventory to Amazon - they retain ownership of the products until the customer buys them.

3P sellers can choose between:

• FBA (Fulfillment by Amazon) – Amazon stores, picks, packs, and ships the product.
• FBM (Fulfillment by Merchant) – the seller handles storage, packing, and shipping themselves.

With 3P, sellers have full control over:

• pricing,
• listing content,
• inventory levels,
• customer messaging,
• promotions and advertising.

This model is used by individuals, small businesses, private label brands, and even large enterprises. On Amazon.com today, more than 60% of retail sales come from third-party sellers.

The product page will usually show:
 "Ships from and sold by [Seller Name]" if FBM,
or "Sold by [Seller Name], Fulfilled by Amazon" if FBA.