Anker, an Amazon-native electronics brand from China, did over $1 billion in sales on Amazon in 2021. It is the most successful brand built on Amazon, yet the brand has been aggressively diversifying beyond it.
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Amazon has started identifying its brands in search results, tagging them with an “Amazon brand” or “Exclusive to Amazon” badge. Previously, it was inconsistent in disclosing which products it owned.
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Amazon seller valuations have doubled since the start of 2020. There were only a few buyers then, and the concept of selling an Amazon seller business seemed far-fetched. Sellers were heavily undervalued, and the market is now catching up.
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The overlap of sellers that sell on both Amazon and Shopify is growing. What used to be separate and distinct groups of entrepreneurs is converging.
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Twenty-five different companies acquiring Amazon sellers have now raised at least $100 million. A year ago, there was just one. Nearly $7 billion has been raised so far in 2021.
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Firms acquiring successful brands on Amazon have attracted over $3.5 billion in capital over the past twelve months. $2.5 billion of that was raised in just the first four months of 2021.
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Most brands aspire to be Apple or Nike, but on Amazon, they are closer to AmazonBasics. That is, shoppers buy their products when searching using unbranded search terms. Rather than explicitly looking for the brand, like they do for Apple and Nike.
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Amazon conceived the marketplace to bring brands it couldn't convince to sell onto the site. Thus, for years most of the sellers were large resellers with tens of thousands of products. However, increased competition and brands going direct has eroded this opportunity.
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2020 was the best year for e-commerce marketplaces in over a decade. E-commerce growth had a step change, and marketplaces captured most of it. In aggregate, it was the most successful year for sellers and brands that transact through them, too. The Year in Review looks at the state of marketplaces and describes the most important trends.
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Nearly $1 billion in fresh capital has been committed in 2020 to Amazon aggregators looking to acquire Amazon sellers and brands. The market had a breakout year because of three factors: the pandemic accelerating spending on Amazon, Thrasio raising hundreds of millions of dollars, and Anker, an Amazon-native brand, going public.
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