Consistent with some embodiments of the present invention, an online marketplace service includes am embedded marketplace service that enables third-party merchants to quickly and easily leverage the online marketplace to offer marketplace functionality via their respective online retail stores. Each third-party merchant can configure the embedded marketplace service to meet its needs. For instance, with a user interface presenting various configuration options, the third-party merchant can select a variety of seller-specific, item-specific, or product-specific aspects that must be satisfied to have item listings or product listings qualify for presentation via the merchant's online retail store.