Help Center · Glossary

Who counts as you, and who is a competitor

Last updated: 21 August 2026

You are your accounts, Amazon selling your products, and your declared partners. A competitor is another brand. Everyone else is another third-party seller.

Every share in the service is built on one boundary: yours versus not yours. Yours means your own seller accounts, Amazon when it retails your products, and the sellers you declared as partners, like an authorized distributor.

The vocabulary is deliberate. A competitor is another brand competing in your category. A third-party seller reselling your own products is not called a competitor: it appears as another third party seller, because the question it raises is distribution control, not competition.

Roles are declared in Settings or during the first session, ranked by hours of Buy Box held so the few sellers who matter are decided first. A seller you have not classified counts as not yours, which keeps your share honest but can understate it: if a share looks low, check the seller list before questioning the measurement.