Amazon’s pivot to Marketplace
- Publisher Enders Analysis.
- Publish Date September 24, 2019
- Sector E-commerce, Non-UK Media, Technology, UK Media.
- Company Amazon.

Amazon, the gatekeeper to 100 million Prime members, is increasingly reliant for growth on Marketplace, where third-party sellers compete with first-party products
Amazon’s multi-channel platform strategy delivers choice and low prices to customers, but third-party sellers have increasingly complained that their playing field is not level
After Amazon’s seller agreements were modified in August to implement a competition ruling in Germany, the European Commission is now investigating the data layer
Contents
Platform and Marketplace
- Third-party sellers
- Fulfilment by Amazon (FBA) third-party sellers
- Amazon Vendors
- Amazon’s own products
Amazon’s shifting strategy
Teething problems
- Commingling
- Seller eviction and fake reviews
Antitrust
List of charts/tables
Figure 1: Share of Amazon gross merchandise sales by channel
Figure 2: Amazon’s Platform structure
Figure 3: Buy Box and Subscribe buttons
Figure 4: Amazon Vendor pricing
Figure 5: Amazon revenue by channel, value ($ millions) and growth rate (2014=100)
Figure 6: Amazon revenue and net income ($bn)