Online retail group Amazon.com Inc., has started putting discounts ahead of the holiday season on products sold by third-party sellers through its site to provide a price customers will approve, but potentially risking its relationship with some sellers.

The Seattle-based e-commerce giant is currently cutting prices by as much as 9 percent on goods, such as board games and hi-tech gadgets offered by independent retailers as it aims to compete more strongly against big-name rival merchants, including Wal-Mart Stores Inc. and Dollar General Corp.