AmazonBasics private label brand is getting better at both launching successful products and expanding to more categories. One of the AmazonBasics products is in the Top 100 in 170 categories, up from 150 four months ago. 725 different AmazonBasics products are in the Top 100 in any category, up from 550.
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Unlike the Canal Street where locals and tourists walking by are fully aware that they are buying a fake handbag, on Amazon the consumer is lost.
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The future of commerce is not just direct-to-consumer, as it is not just cheap stuff from China. There is going to be more sunglasses sold by future Warby Parkers, just like there will be more $2 sunglasses sold directly from China.
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In two years the number of successful sellers from China on the Amazon marketplace has doubled. 36% of the top sellers are now based in China, up from 15% two years ago.
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Half of the top Amazon.com sellers were also top sellers two years ago. Despite the growing competition, increasing Amazon fees, and new trends like private label taking over the market, they are still at the top.
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Retail didn’t change. But now everyone can be in it. Becoming a retailer is a matter of creating a Shopify store or joining the Amazon marketplace. Becoming a brand is a matter of finding the right product on AliExpress.
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Amazon is not ignorant or evil, it is economical. It built a shopping experience fit for most people and for most products.
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The growth of the internet and Amazon is fundamentally changing retail. The mechanics of retail of the past are no longer the monopoly - consumers have flocked online because it showed a different way of shopping. That way is making brands listen, and retailers compete with each other.
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The challenge in creating new products to sell online, be it private-label or new inventions, is capital and time. The capital and time is the cost of creation. The goal is to drive the cost of creation down to zero.
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Only 2.4% of the top 10,000 sellers on the Amazon.com marketplace started selling during the past 12 months. The takeaway is two-fold: new sellers do not immediately break out in to the top, and top sellers are able to stay in the top for years.
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