Amazon’s new ‘Storefronts’ gives SMBs a dedicated channel to sell

More than 20,000 US small and medium-sized businesses make up Amazon's new section, offering over 1 million items across 25 product categories.

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  • Amazon has launched Storefronts as a new section of the ecommerce platform dedicated exclusively to US SMBs (small and medium-sized businesses) featuring more than 1 million products from 20,000 US SMBs organized across 25 different product segments.
  • The company is kicking off the launch of Storefronts with a national TV campaign showing its support for SMB owners.
  • With more than half of the products sold on Amazon from SMBs, the move demonstrates the company’s intent to foster a robust pool of SMB merchants.

Amazon on Monday announced Storefronts, a new section of its website that will feature more than a million products from over 20,000 US small and medium-sized businesses. Products will be available across 25 different categories, including home, pet supplies, books and more.

The effort is designed to prop up SMBs on the platform. According to Amazon, more than half of the items sold on the site are from small and medium-sized businesses. Storefronts will offer consumers the ability to browse and shop for products exclusively from SMBs on Amazon.

“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 Amazon VP Nicholas Denissen.

In addition to giving SMBs a dedicated space on the website, the Storefronts home page will include a “Storefront of the week” video each week featuring different SMBs on the site.

To promote the launch of Storefronts, Amazon is rolling out a national television ad campaign that highlights Amazon’s efforts to support small and medium-sized businesses.

According to a Small Business Impact report published by Amazon in May of this year, the company estimates it has created over 900,000 jobs attached to the more than 1 million SMBs selling on its platform. In 2017 alone, Amazon says more than 300,000 US small and medium-sized businesses began selling on the site.

“Since we started selling on Amazon in October 2016, our sales have nearly doubled. Due to our success, we have been able to hire new team members from our community, including full and part-time jobs,” says the co-founder of Little Flower Soap Co., the business owner featured in Amazon’s TV spot promoting the launch of Storefronts.

During this year’s Prime Day, Amazon reported that SMBs that took part in the 36-hour discounted shopping event generated more than $1 billion in sales.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About the author

Amy Gesenhues
Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.

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