Digiday+ Member Article

Not all sellers on Amazon’s third-party marketplace are treated equally.

As more brands shift business to the marketplace to push direct sales, Amazon is giving special treatment to the most prominent sellers, those who have brand equity outside of Amazon, an existing customer base and actual marketing budgets. These select brands are invited to participate in special groups, and given preferred placement during promotions around big events like Prime Day and Cyber Monday. Further down the seller totem pole are the sellers that use the retail arbitrage strategy to make an income, earn money on the side, or fund private-label businesses on Amazon.

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