Glossary/Retail Media & Commerce/Third-Party (3P) Seller
Retail Media & Commerce
Third-Party (3P) Seller
An independent merchant that lists and sells its own products directly on another company's marketplace, keeping control of pricing and inventory.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
A third-party (3P) seller is an independent merchant that lists and sells its own products on another company's marketplace, such as Amazon or Walmart. The seller keeps control of pricing and inventory and pays the marketplace fees. This contrasts with first-party (1P) selling, where the brand sells wholesale to the retailer.