Amazon Marketplace

Dominant third-party seller platform within the world's largest e-commerce ecosystem

Amazon Marketplace is Amazon's third-party seller platform that allows individuals and businesses to sell products alongside Amazon's own retail offerings. Launched in 2000, the platform has grown to represent over half of all units sold on Amazon.com, with millions of sellers worldwide using the service. The marketplace operates as a core component of Amazon's broader e-commerce ecosystem, providing sellers with access to Amazon's massive customer base, fulfillment infrastructure (Fulfillment by Amazon/FBA), and advertising tools. As a subsidiary platform of Amazon.com, Inc., Amazon Marketplace integrates deeply with Amazon's advertising technology ecosystem, including Sponsored Products, Sponsored Brands, and Amazon DSP. Sellers on the platform can leverage these advertising solutions to increase product visibility and drive sales. The platform generates revenue through seller fees, including referral fees (typically 8-15% of sale price), fulfillment fees for FBA services, and advertising spend from sellers using Amazon's ad products. Amazon Marketplace serves as a critical component of Amazon's retail media network strategy, creating a two-sided marketplace where sellers compete for customer attention through both organic rankings and paid advertising placements. The platform's significance in the AdTech ecosystem stems from its ability to capture high-intent purchase data and offer performance-based advertising at the point of sale, making it one of the fastest-growing advertising platforms globally.