The Merchant is a character found in The Legend of Zelda. He is the owner of all the Item Shops found across Hyrule. He has four different types of shops, three of which can be found in multiple locations across Hyrule. Inside these three types he will tell Link to "BUY SOMETHIN' WILL YA". A fourth secret shop offers is the only one that sells the very expensive Blue Ring for 250 Rupees. Oddly enough, even the Merchant acknowledges how expensive this shop is.
Merchant Official Artwork from The Legend of Zelda
Merchant Million Publishing Artwork from The Legend of Zelda
Merchant Sprite from The Legend of Zelda