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Amazon Launches ‘Storefronts,’ a New SMB Seller Destination

Amazon Storefronts

Half of everything sold on Amazon comes from SMBs, according to the company. In that context, Amazon is introducing a new shopping destination within its site called “Amazon Storefronts.” It will showcase SMB products exclusively.

It contains a “curated collection of over one million products, and deals from nearly 20,000 U.S. small and medium-sized businesses.” The site will also promote SMBs with videos and profiles (stories). There are 25 product categories.

These promotional opportunities are one of the more interesting aspects of the launch, beyond the destination itself. Accordingly, Amazon will spotlight a local business with video, including a “meet the business owner” feature, each week. Amazon added that it’s doing its first national TV campaign to promote the new site (below).

Amazon SMB numbers

Amazon has reported in the past that there are more than 1 million SMB sellers on Amazon. On Prime Day this year Amazon said that SMB sellers (globally) made more than $1 billion in sales within a 24-hour period.

Amazon Storefronts is just the latest in a series of ongoing efforts to support and attract SMBs. The new site takes aim at eBay and Etsy — and Google. More than half of all product searches start on Amazon according to third party studies. Storefronts could further reinforce and help accelerate that trend.

Separately, Amazon said that its B2B supply site, Amazon Business, has reached a $10 billion annual run rate, which is up from only $1 billion two years ago. Amazon says that it “serves nearly 80% of the 100 largest enrollment education organizations, 55 of the Fortune 100 companies, more than half of the 100 biggest hospital systems and more than 40% of the 100 most populous local governments.” This is going to be disruptive of the traditional supply chain in many industries.

It added that there are 150,000 sellers (in the US) on the site, many of which are likely to be SMBs.

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