Third-Party Offer (on a 1P ASIN)

A third-party offer is an offer on an Amazon product listing from a seller other than Amazon.com, and for a 1P (first-party) vendor it means another seller competing with Amazon’s own retail offer on an ASIN you supply to Amazon.

What it is

The “Ships from” and “Sold by” lines below the Buy Box identify the offer a shopper would buy from right now. When both lines read Amazon.com, that’s Amazon’s retail offer, and a company name on either line means a third-party offer is involved. The Other Sellers section lists the remaining offers, and each store name links to that seller’s storefront. The brand line under the product title (“by Acme”) isn’t a seller name, because it says whose product it is and nothing about who is selling a given offer.

A third-party offer on your ASIN is not a violation by itself. The seller behind it may be one of your authorized distributors, an unauthorized reseller of genuine goods, or a suspected counterfeiter, and Amazon handles the last two through different report types, so settle which one you’re dealing with before you escalate.

Where it lives in Vendor Central

Vendor Central has no third-party offer report. There’s no seller-identity view and no per-ASIN list of who is offering your product, so the offers are visible only on the public Amazon.com listing. If you came from Seller Central, the Other Sellers list and the storefronts look the same whichever console you sign into.

The closest Vendor Central signal is the “LBB due to price rate” on the Operational Metrics report. It counts the page views where Amazon had the item in replenishable state and lost the buy box to a third-party merchant on uncompetitive price, though it never names the seller.

Why it matters to a vendor

When a third-party offer holds the buy box, a shopper on your detail page buys through that seller instead of Amazon’s retail offer. Those views also drop out of your glance view count, so a buy box problem on one ASIN can read as a traffic drop if glance views are the only number you watch.

An unauthorized reseller adds a distribution problem on top, because your genuine product reached that seller through a channel you never approved. When the LBB due to price rate climbs on an in-stock ASIN, check who else sells it and at what price, then compare each seller against your distributor list. InsightLeap’s 3rd Party Offers monitoring shows which third parties are selling each of your products.

Related terms

• Lost buy box due to price: the Vendor Central rate for views where a third-party merchant held the buy box on price.
• Amazon Fast Track Buy Box: the counterpart rate on the same report.
• How to Find Third-Party Sellers on Your ASINs as a Vendor: identifying each seller, checking authorization, and filing a report through Brand Registry.
• Glossary index: every Vendor Central term and InsightLeap metric.