Report Overview

Amazon’s marketplace: Self-preferencing is not the issue

Contents

Amazon has come under attack for giving itself a leg-up on its own platform

Amazons strategy: run the marketplace and charge rent

Buyers and sellers are both essential to Amazon’s strategy

About Enders Analysis

Figures and Tables

Figure 1: Third-party seller share of Amazon gross merchandise value* (est.)

Figure 2: Ad promoting Amazon own brand batteries on Duracell product page

Figure 3: Amazon marketplace take rate (est.)

Figure 4: Recommended reviews article on the smartphone results page

Figure 5: Global Prime membership (m)