The Amazon e-commerce giant is built on a large market concept that can be home to all online shopping, whether it is for goods and services sold alone or sold by third parties. Now – utilizing a new trend for direct-to-consumer (D2C) sales, he partners with Adobe to increase its efforts to play a role in even transactions outside the Amazon.com website.
About Branded Stores for Amazon Sellers.
Today, Adobe announced that it is working with Amazon on a new program called “Branded Stores for Amazon Sellers”, to create what they describe as “branded storefronts” (not specifically described as websites) aimed at small traders who have sell through Amazon (and possibly other market platforms) to build their own first-party trading experience – while still using multiple transaction and fulfillment tools for the Amazon ecosystem. For now, those tools don’t seem to include Prime, although from what I understand to expand Prime outside the Amazon.com ecosystem it is on the road map. Instead, this includes Amazon Pay, fulfillment and hosting on AWS.
This is not an exclusive agreement, but Adobe says Amazon calls it the partner of choice. “Branded Shop” offers were launched first in North America, with plans to expand to Europe in the coming months. Prices have not been announced.
The news is interesting on two sides. In the end Adobe, this follows from the announcement made yesterday, where Adobe (which held the Imagine event this week in Vegas) noted that Magento gained integration with Amazon and Google. Traders can now use the Magento platform to manage inventory, prices, and other details on the Amazon list. Today’s news is another sign of how Adobe might have many tools for merchants to push for the new “Commerce Cloud” effort (launched in March), but has no scale of transactions and merchant customers owned by Amazon.
Small businesses and middle markets.
“Small businesses and middle markets take direct ownership of how they manage customer experience to differentiate, grow and build loyalty,” said Jason Woosley, vice president of Trade Products and Platforms, Adobe, in a statement. “Our work with Amazon empowers this large community of sellers to get closer to their customers while saving their time and money for development.”
On Amazon’s side, collaboration with Adobe is a sign of how companies are trying to change over the times, and specifically to respond better to improving D2C in the world of e-commerce. In D2C – which has been strong in the fashion world but also increasingly appears in other categories – brands develop direct relationships with their customers (not through the Amazon.com list) that can reach not only websites, but also a large social media presence on Instagram, Snapchat, Facebook, Twitter and so on. In fact, in some cases even websites are thrown out the window, to help reach customers wherever they are.
“We are very pleased to support the Amazon Store Branded Shop offering from Magento, which was built on our long-term collaboration with Adobe,” said Terry Wise, VP, Channels and Alliance, Amazon Web Services, Inc. “Supported by AWS, this launch will give sellers a seamless way to grow their business and scale for the peak shopping period.”
For more details, Amazon has offered the option to create a brand store on Amazon.com since 2017. The disadvantage of this is that they are limited to their interface and do not provide much control to the seller in terms of functionality. Navigate outside the first page, and you tend to find yourself again in the basic Amazon experience: great for Amazon, and I think it is rather helpful in terms of predictability, but not what each brand wants or needs right now.
To continue to grow, Amazon has made a gradual step to expand the way the trading tools it has built for its own platform can be applied elsewhere. In March, the company announced a partnership with “Worldpay” to be built