‘A Slippery Slope’: Amazon Wants To Control Third-Party Sellers’ Product Pricing

Amazon has rolled out a new selling format for brands in its third-party marketplace that lets sellers submit products to be priced by Amazon’s algorithm. To participate in the program, called Sold by Amazon, sellers have to already be enrolled in Fulfilled by Amazon and have Professional Selling accounts in Amazon’s Brand Registry, a trademark registration system that Amazon pushed sellers to earlier this year. According to the SBA overview on the Seller Central portal, the program “provides a new, hands off the wheel selling experience for FBA listings that are designed to help Sellers grow their business.” Amazon began Sold by Amazon at the beginning of August on an invite-only basis to select sellers, and has yet to open up brand enrollment to all eligible sellers as the program starts out in testing mode. Read more at Digiday.