Making Third-Party Sellers More Attractive : the Case of Amazon
Faculty/Professorship: | Operations Management and Logistics |
Author(s): | Straubert, Christian ![]() ![]() ![]() ![]() |
Publisher Information: | Bamberg : Otto-Friedrich-Universität |
Year of publication: | 2023 |
Pages: | 1-10 |
Source/Other editions: | Proceedings of the 56th Hawaii International Conference on System Sciences. Honolulu : University of Hawaiʻi, 2023. S. 3838-3847 |
Year of first publication: | 2023 |
Language(s): | English |
Licence: | Creative Commons - CC BY-NC-ND - Attribution - NonCommercial - NoDerivatives 4.0 International |
URN: | urn:nbn:de:bvb:473-irb-577012 |
Abstract: | We 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. |
GND Keywords: | Amazon Web Services; Bezugsquelle; Externe Beziehung; Business-to-Business-Marketing |
Keywords: | B2C e-commerce, third-party seller, online marketplace, Amazon |
DDC Classification: | 650 Management & public relations |
RVK Classification: | QR 760 |
Peer Reviewed: | Ja |
International Distribution: | Ja |
Open Access Journal: | Ja |
Type: | Conferenceobject |
URI: | https://fis.uni-bamberg.de/handle/uniba/57701 |
Release Date: | 1. February 2023 |
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University of Bamberg