Amazon shows third-party sellers all the love with microsite and TV campaign
Amazon.com last week introduced Amazon Storefronts, a microsite promoting “nearly 20,000” small-to-medium sized businesses selling on the platform. The launch will be backed by Amazon’s first-ever national TV campaign supporting third-party sellers.
Customers can get to Storefronts from the Amazon.com homepage by clicking on the rotating banner featuring U.S. businesses or navigate to the store directly at www.amazon.com/storefronts.
Customers will be able to shop a curated collection of over one million products from U.S. “innovators, artisans, entrepreneurs and more” across more than 25 categories including back-to-school, Halloween, home, kitchen, pet supplies, and books.
“We’ve created a custom, one-stop shopping experience for customers looking for interesting, innovative and high quality products from American businesses from all across the country,” said Nicholas Denissen, VP for Amazon, in a statement.
The site will feature a lighthearted video profiling the “Storefront of the Week.” Customers can also browse rotating profiles of more than a dozen businesses.
The TV commercial will feature a small business and is designed to give “customers a glimpse into a real business on Amazon and how Amazon is actually a ‘Big collection of Small.’”
The site supports sellers on Amazon Marketplace, who have griped over the years about commission rates, warehousing restrictions and other issues. But it also promotes Amazon’s benefit to small business growth as the company faces political pressures over wage levels, working conditions at its warehouses and other issues.
Amazon introduced the Small Business Impact Report earlier this year that detailed how small and medium-sized businesses on its site are estimated to have created more than 900,000 jobs worldwide. The e-tail giant noted that half the items sold on Amazon are from small and medium-sized businesses.
Said Mr. Denissen, “Amazon first invited businesses to sell on Amazon nearly two decades ago, and today, small and medium-sized businesses are a vital part of Amazon’s large selection and commitment to customers. We’re championing their success.”
- Amazon Storefronts
- Introducing Amazon Storefronts: Over a Million Products From Nearly 20,000 U.S. Small and Medium-sized Businesses From All 50 States – Amazon.com
- Small Business Impact Report – Amazon.com
- Amazon Storefronts is a new retail hub exclusively for US small businesses – The Verge
- Amazon launches ‘Storefronts’ as it promotes smaller US businesses – CNBC
DISCUSSION QUESTIONS: Do you see Amazon Storefronts doing more to support third-party sellers or to promote Amazon’s benefit to small businesses and job growth? Will the initiative resonate with the public?