Is it true I can control price on Seller Central?

Yes – it’s 100% true that you set your own price when selling via a 3P model. That said, you can’t control other sellers. This means other sellers might continue to offer the product at a lower cost, resulting in lost buy box and loss of control of the product page, and marketing as well. This is one example why deciding between 1P and 3P is complex and unique to each brand. Considerations like pricing and resellers often dictate the direction that’s best for our partners.