Amazon loops in third party sellers with holiday promos

Amazon, aiming to be the de facto e-commerce platform for third party sellers, is including its allied merchants in its holiday deals program.

Amazon is throwing some holiday promotional perks to its third party sellers as competition from rivals heats up.

The company on Monday said that its third party sellers, thousands of merchants that sell on Amazon's platform and expand the site's selection, sill be included in its holiday deals promotion program.

Amazon's deals show up on merchandising pages with limited time discounts. The promotional areas open to third party sellers are the Gold Box Deal page, Black Friday and Cyber Monday promotions.

It's worth noting that Amazon's move comes as Wal-Mart is ramping a third party seller network . Meanwhile, eBay is also preparing for the holiday season. Amazon has already included third party sellers in its Amazon Prime program if the e-commerce giant fulfills their orders.

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According to Amazon, unit growth from third party sellers in the U.S. jumped 40 percent in the 2012 holiday season.

The end game here is obvious: Amazon wants to be the e-commerce platform of choice as brick-and-mortar retailers step up their multichannel efforts. At some point, the "e" in e-commerce is going to disappear. It's all just shopping.

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