Amazon’s advertising business booms in pandemic
Just over one in 10 clicks will on average result in a buy, according to Marketplace Pulse, an ecommerce research firm.

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Just over one in 10 clicks will on average result in a buy, according to Marketplace Pulse, an ecommerce research firm.
“While leaders in the space are getting bigger and the bigger, the harder it gets for Google to compete with them,” said e-commerce analyst Juozas Kaziukėnas. “It would take a massive change in the way we [shop] and it’s just unclear what it wants to do to become a serious player in shopping. It looks like they’re shooting for a few different ideas but there’s no master plan for what they want to become when it comes to commerce.”
So the Goodthreads managers took steps to help searches for “J.Crew” show results that included Goodthreads, according to the person. Goodthreads is now one of Amazon’s top 10 private-label brands, according to e-commerce intelligence firm Marketplace Pulse.
Independent merchants on Amazon’s vast marketplace will make more than $200bn of sales this year, analysts predict, and tens of thousands of them have revenues of more than $1m a year, according to industry experts.
New ecommerce start-ups are raising huge rounds to buy up small Amazon Marketplace sellers. Source: Marketplace Pulse.
一体、アマゾン経済圏の裏側で何が起きているのか。その真相を知るため、NewsPicksは、Heydayでアドバイザーも務める、Marketplace Pulse創業者のジョー・カジウケナスにインタビューを敢行し、新たな「金脈」のすべてを聞いた。
──Heydayなど、アマゾン・ネイティブ・ブランドたちを買収する企業の狙いは何なのですか。
彼らは、すべてアマゾン上でブランドを買収し、立ち上げ、運営しています。
Juozas “Joe” Kaziukėnas, founder and CEO of Marketplace Pulse, a service that tracks Amazon performance, agreed so far, so good.
“It’s clear that both Amazon and the rest of the e-commerce world didn’t break completely — everything is still moving at a high enough pace that it’s been manageable,” he said.
“Wish is focused on price, rather than convenience and fast shipping, almost to a fault,” said Juozas Kaziukėnas, founder of the research firm Marketplace Pulse.
“They’re underperforming the e-commerce market both in the U.S. and Europe,” says Juozas Kaziukenas, founder of the research firm Marketplace Pulse. “That, to me, is a concern.”
“They are quite literally buying sales,” Kaziukenas says. “I don’t know where that goes in the future, as Facebook and other marketing channels become more expensive. That’s a channel that will continue to eat into any sort of profitability.”
Amazon India’s base of 7 lakh sellers, which are mostly micro-businesses, recently surpassed the U.K. and Germany marketplaces to become the second-largest marketplace in terms of the number of sellers. In fact, Amazon has been onboarding more sellers on its India marketplace than in other markets where it is present except the US, according to Marketplace Pulse research. The company has been adding 20,000 sellers over the past few months.
“If Amazon optimised shopping for convenience, Wish is by far optimised for price, says Juozas Kaziukėnas, the chief executive of Marketplace Pulse, which monitors ecommerce.
“By focusing on price, you give up the rest, which in the case of Wish is shipping speed.”
A more imminent danger is that the cheap shipping that Wish has been built on is coming to an end.
“Wish is using a business model with an expiration date,” says Kaziukėnas.
“It’s not clear when the expiration date is going to come. But it’s coming.”
“For years, Amazon has grown faster than the overall market,” said e-commerce analyst Juozas Kaziukenas. “For the past couple of quarters, it is the rest of the market that has seen a massive acceleration. It’s a pretty unique moment.”
Bezos’s goal is to turn Amazon into the rails on which all e-commerce runs. “Physical infrastructure of e-commerce is going to be the biggest battlefront for the future,” said Kaziukenas.
Ainsi, d'après les données compilées par le site Marketplace Pulse, 7 700 commerçants européens ont réussi à dépasser le million de dollars de ventes en 2019. Parmi eux, seulement 300 étaient français. Les vendeurs allemands et britanniques figurent en tête.
Fashion analyst Juozas Kaziukenas, from Marketplace Pulse, said: 'Shein seem to be killing it. It's a pretty fascinating company. There's a huge untapped demand for affordable fashion. We've had H&M, Zara and Asos. Shein has taken it one step further.
It’s unclear whether consumers will actually select no-rush shipping at checkout, since even with a digital reward, “it’s a pretty hard sell,” said Juozas Kaziukenas, who runs e-commerce research firm Marketplace Pulse.
“Amazon can’t just push people into weeklong deliveries, because there’s already plenty of people who complain about Prime and not getting things in two days,” Kaziukenas said. “If they did it aggressively, that would only increase.”
Wish doesn’t break down what portion of its more than 500,000 sellers hail from the region, but Marketplace Pulse previously estimated that 94% are based in China, with the remaining 6% coming from the U.S., U.K., Canada and India.
The Seattle-based giant sold $335 billion worth of products in 2019, according to Marketplace Pulse, up 21% from the prior year.
But more shopping means more shipping. “It’s very clear there’s just not enough fulfillment capacity,” said Juozas Kaziukenas, founder of Marketplace Pulse, a New York research firm that monitors Amazon’s site.
Amazon has around 3 million active merchants selling products on its site, with around a third of those in Europe, according to a 2019 report by e-commerce analysis firm Marketplace Pulse.
“Many products on Amazon Sweden came from auto-translated listings on other Amazon marketplaces, which enabled it to have a deep catalog on day one, but has unfortunately resulted in many wrong, sometimes comical, and even offensive Swedish translations,” wrote Juozas Kaziukenas, founder of e-commerece intelligence firm Marketplace Pulse.
The platform is currently adding between 45,000 to 50,000 new sellers a week, and already has outstripped the total number of sellers added last year, according to data from Marketplace Pulse, a research firm. Half of those new sellers are based in the U.S., a significant jump over the past two years, said Marketplace Pulse founder Juozas Kaziukenas.