25 Amazon Aggregators Raised at Least $100M
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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$3.5 Billion in Twelve Months To Buy Amazon Sellers
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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On Amazon You Are Probably Not Nike
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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The Disappearing Amazon Resellers
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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Marketplaces Year in Review 2020
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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Amazon Seller Acquisition Market
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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9% of Amazon’s Sales in Clothing Are From Its Private Label Brands
9% of Amazon's sales in the Clothing, Shoes & Accessories department are from its private label brands. In response to House Antitrust Subcommittee questions following the July 29th hearing, Jeff Bezos included a breakdown by department of Amazon's private label brands share of total sales.
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AmazonBasics Is Not Thriving Amid COVID-19
AmazonBasics products are not benefiting from the pandemic opportunity - the number of AmazonBasics best-sellers has remained flat for over twelve months. Generally, private label products do well in periods of recessions and pandemics. Amazon’s private label products did not.
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Amazon Giving Up Advertising Revenue to Promote Its Brands
Amazon has increased the number of placements promoting its brands. Out of twelve ad spots on its website and six on its mobile app, three feature its private label products, for some searches. Amazon is giving up advertising revenue it would have made otherwise by selling ads to brands to promote products which profit is unlikely to offset the loss.
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The Number of Products on Amazon Is Infinite
Amazon's sales growth is unrelated to its catalog increase. No matter how many products Amazon adds to the catalog, there are only 48 items on the first page of search results. The outdated retail concept of the catalog size disregards the nuances of e-commerce, where shelf space has no cost and is thus endless.
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