Amazon Offers New Discounts on Third-Party Sellers’ Goods | Fortune

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If you find more goods than usual on Amazon are discounted as the holiday season starts, that may not be because the sellers have chosen to cut their prices.

Instead, as The Wall Street Journal reported Sunday, Amazon itself has started briefly discounting certain items sold by sellers, by as much as 9%. This only seems to apply to third-party sellers who ship their products through Amazon’s distribution centers.

Until Amazon started doing this in “recent weeks,” it only controlled prices on the goods it sold directly to consumers. Some brands, such as The North Face, therefore avoid selling directly to Amazon, in order to control their own pricing strategies.

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Amazon Offers New Discounts on Third-Party Sellers’ Goods.