Amazon Storefronts launched to help SMBs sell products online

Roman Schwartz
September 20, 2018

The store features a curated collection of products and deals from around 20,000 businesses from all 50 USA states.

Amazon wants you to shop small. The new online store will sell items from 20,000 small businesses, spanning 25 categories from back-to-school supplies to kitchen utensils.

The company says more than 1 million small and medium-sized USA businesses sell on Amazon.

"Amazon first invited businesses to sell on Amazon almost two decades ago, and today, small and medium-sized businesses are a vital part of Amazon's large selection and commitment to customers", said Nicholas Denissen, vice president for Amazon, in Monday's announcement.

The new initiative is another way for Amazon to show it's helping small businesses, even as its facing growing complaints that it's forcing more mom-and-pop retailers to close and mistreating its workers. Amazon Storefronts is now active in the USA, the United Kingdom and Germany. Minnery said he started selling his toys on Amazon Handmade about two years ago and was asked by Amazon to join Storefronts. It will also feature the small businesses in a marketing campaign.

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The new Storefronts campaign is another initiative meant to drive customers towards items from third-party sellers and promote the idea that Amazon is a "big collection of small". In 2017, more than 300,000 US -based small and medium-sized businesses started selling on Amazon. For some of these businesses, however, Amazon will produce video features and stories that profile the business owners, and will also highlight a new storefront each week for greater promotion.

Still, the new site could help get small brands in front of millions of Amazon customers. The website now features a video on Michigan-based soap company The Little Flower Soap Co. and a profile of Ayah Bdeir, founder of coding toy company littleBits.

Amazon says it isn't charging small businesses to appear on Storefronts, and the company says it plans to add more companies to the site over time. Earlier this year, Amazon said SMBs accounted for half of the products sold worldwide on Amazon.com during 2017.

Still, it seems egregious to have a "books" section on the Storefronts page when Amazon single-handedly decimated the brick-and-mortar book industry.

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