Making Third-Party Sellers More Attractive : the Case of Amazon
Faculty/Professorship: | Operations Management and Logistics |
Author(s): | Straubert, Christian ![]() ![]() ![]() ![]() |
Title of the compilation: | Proceedings of the 56th Hawaii International Conference on System Sciences |
ISSN: | 2572-6862 |
Conference: | 56. Hawaii International Conference on System Sciences, January 3-6, 2023, Maui, Hawaii |
Publisher Information: | Honolulu : University of Hawaiʻi |
Year of publication: | 2023 |
Pages: | 3838-3847 |
ISBN: | 978-0-9981331-6-4 |
Language(s): | English |
URL: | https://fis.uni-bamberg.de/handle/uniba/57596 https://hdl.handle.net/10125/103100 |
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/57951 |
Release Date: | 27. January 2023 |

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University of Bamberg
University of Bamberg