Making Third-Party Sellers More Attractive—The Case of Amazon

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dc.contributor.authorStraubert, Christian
dc.contributor.authorSucky, Eric
dc.contributor.authorFelch, Vanessa
dc.contributor.authorKarl, David
dc.contributor.authorAltewischer, Delia
dc.date.accessioned2022-12-27T19:10:10Z
dc.date.available2022-12-27T19:10:10Z
dc.date.issued2023-01-03
dc.description.abstractWe provide an analysis of third-party sellers on Amazon’s online marketplace from a customer’s viewpoint. While Amazon as a retailer sometimes directly competes with third-party sellers, Amazon is also interested in making the Amazon marketplace attractive for third-party sellers and making third-party sellers attractive to customers. Based on a large-scale survey (n=772) of Amazon customers in the U.S., we examine how much they like to buy from the different seller types (Amazon itself, third-party sellers with/without the Prime logo, i.e., with/without Fulfillment by Amazon). Among other results, we can show that the Prime logo on the seller side combined with a Prime subscription on the customer side significantly increases trust in a third-party seller, ultimately increasing third-party sales on Amazon’s online marketplace. Furthermore, third-party sellers are implicitly incentivized to use the Fulfillment by Amazon service, which generates additional logistics service revenue for Amazon.
dc.format.extent10
dc.identifier.doi10.24251/HICSS.2023.469
dc.identifier.isbn978-0-9981331-6-4
dc.identifier.otherd3354c66-ce94-4b91-981c-13e80bea1ef8
dc.identifier.urihttps://hdl.handle.net/10125/103100
dc.language.isoeng
dc.relation.ispartofProceedings of the 56th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectElectronic Marketing
dc.subjectamazon
dc.subjectb2c e-commerce
dc.subjectonline marketplace
dc.subjectthird-party seller
dc.titleMaking Third-Party Sellers More Attractive—The Case of Amazon
dc.type.dcmitext
prism.startingpage3838

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