RE: Platforms16 Apr 2021 14:08
Amazon has combined a linear and platform approach in its B2C e-commerce business. Its marketplace consists of both products owned by Amazon (linear), and products sold by third-party sellers who list items Amazon (platform, connecting third-party sellers to customers directly).
The marketplace has been one of the fastest growing areas of Amazon’s e-commerce business, as well as one of the most profitable. In 2018, Amazon said that more than half of units sold on its marketplace were sold by third-party sellers. By developing a strong relationship with sellers, Amazon is also in a position to offer additional services to sellers such as, and most notably, Fulfillment By Amazon.
Fulfillment by Amazon is yet another (and linear) source of revenue for Amazon that also improves the platform experience overall by ensuring that customers quickly receive items ordered on Amazon’s marketplace, no matter who sold the item. The Fulfillment By Amazon service allows sellers to store their inventory in Amazon warehouses and let Amazon handle shipping when a customer places an order, for a fee.
Amazon also offers advertisers ad space on its marketplace. In 2018, Amazon was projected to make $4.61 billion in advertising revenue. Amazon’s revenue share from ads is growing on the back of its marketplace’s success. The marketplace commands the attention of over 300 million active users, making it attractive to potential advertisers.
On the B2C side, over 100 million users subscribe to Amazon Prime and thereby access an entertainment streaming library (with both licensed and original content), free 2-day shipping on products bought on the marketplace, and other perks.
By combining its platform and linear approach, Amazon captures the best of both worlds. It gets the quality and price control of a linear business along with the wide selection and profit margins of a marketplace. And it’s uniquely poised to offer B2B and B2C services to sellers and buyers who transact on the marketplace, thereby multiplying revenue streams.
Additionally, more than 80% of all items listed on Amazon are from third-party sellers, meaning the marketplace is a significant factor in enabling the company to capture long-tail sales. Amazon also can use data on third-party sales to help it identify where to invest in its linear e-commerce business.