Disclosed are various embodiments for offering complementary products in relation to items listed by third party sellers in an electronic marketplace. Embodiments herein identify items available for sale by third parties in an electronic marketplace. An offer to include a complementary item available from an electronic commerce system in the electronic marketplace listing is transmitted to the third party seller. In other embodiments, a sale of an item in an electronic marketplace is detected and an offer to sell the product from the electronic commerce system is transmitted to the buyer.