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When Nike opted to have a curated presence on Amazon in 2017, said Marketplace Pulse founder Juozas Kaziukėnas, it gave a signal to other brands that they should probably also participate. “Now that it didn’t work,” he said, “it ends up being the opposite example — these big brands can choose to not sell on Amazon.”

But, said Kaziukėnas, the problem never got any better; “Shopping for Nike products on Amazon was terrible five years and is a terrible experience today,” he said.

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By adding 2.5 million third-party sellers, the company has rapidly expanded its selection to more than 500 million items available, according to estimates by e-commerce research firm Marketplace Pulse.

Allowing all those sellers has also opened a Pandora’s box, making it impossible for Amazon to police the site’s darkest corners to root out every scammer, said Juozas Kaziukėnas, chief executive of Marketplace Pulse.

“It will fundamentally never solve the problem because these issues are caused by scale,” Kaziukėnas said.

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But the Amazon platform is designed to pit sellers against each other in competition, and as more sellers joined — there are now over 2 million, according to one recent count — margins vanished.

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According to ecommerce intelligence platform Marketplace Pulse, more than one million sellers have joined Amazon’s marketplace so far this year. That puts it on track to finish 2019 with more than 1.2 million new merchants.

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This segment was mapped more accurately by e-commerce data specialist Marketplace Pulse, which scrutinised 10,000 products by Amazon's own brands across all categories on Amazon’s US website. Marketplace Pulse found that 49% of the products analysed sold for less than $20, while 12.1% sold for over $50. Even more intriguingly, 89% of these brands featured less than one hundred SKUs, with 25% of them actually having less than 10. Altogether, 47.7% of the private-label brands analysed belonged to the fashion, footwear and jewellery categories.

“Several [of Amazon’s own ] brands, notably in the apparel category, target a specific type of customer or respond to market demand for a specific type of product,” said Juozas Kaziukénas, author of the Marketplace Pulse report, who also underlined Amazon’s ability to order in bulk to keep prices down. “As a result, many of these brands are small in size. On the opposite side of the spectrum, generic brands like Amazon Basics are trying to offer a range of thousands of products in order to gain the customers’ trust with one brand only,” added Kaziukénas.

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Meanwhile, Amazon is “mining data, experience and knowledge about the grocery business” through Whole Foods and its other projects, said Juozas Kaziukenas, founder of the research firm Marketplace Pulse. “They’re trying to understand what you need to run a grocery supply chain and how to take that supply chain and, in particular, apply it to online grocery delivery.”

“Grocery spending is one of the major parts of consumer spending,” Kaziukenas said, “and as it moves online, Amazon doesn’t want to be left out the transformation.”

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Among the 10,000 most-reviewed accounts on Amazon’s U.S. site whose locations could be determined in October, about 38% were in China, Marketplace Pulse calculates, compared with 25% three years ago.

The Amazon spokesman said 38% “is a significant exaggeration of the real percentage of the top ten thousand’’ and that the methodology is flawed, citing what it said were problems with the way in which the analysis used seller review counts to estimate the percentage. Marketplace Pulse said it stood by its analysis.

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Wie marketplacepulse schreibt, hat der Online-Händler das neue System bereits seit September getestet, letzte Woche gab es dann die finale Umstellung. Mit der Änderung zum „One-Klick-Review” haben sich außerdem die Bezeichnungen beim Bewertungssystem geändert. Statt „Customer Reviews” heißen die bereits abgegebenen Kundenbewertungen nun nur noch „Ratings".

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Juozas Kaziukenas, the CEO of retail data analytics firm Marketplace Pulse said the changes will allow more new customers to discover the service by making it more prominent in product search results, and “immediately expose millions of Prime members in cities with grocery delivery who previously had to resort to Walmart, Target, HelloFresh, etc.”

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Allein im Jahr 2018 kamen laut einer Studie von Marketplace Pulse über 100.000 neue Händler auf den deutschen Marktplatz. Die Anzahl gelisteter Produkte auf Amazon.de beträgt mittlerweile weit über 200 Millionen.

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