Straubert, ChristianChristianStraubert0000-0003-0342-1524Sucky, EricEricSucky0000-0001-6197-4480Felch, VanessaVanessaFelch0000-0002-6133-1570Karl, DavidDavidKarl0000-0002-0326-5982Altewischer, DeliaDeliaAltewischer2023-01-272023-01-272023978-0-9981331-6-42572-6862https://fis.uni-bamberg.de/handle/uniba/57951We 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.engB2C e-commercethird-party selleronline marketplaceAmazon650conferenceobjecthttps://fis.uni-bamberg.de/handle/uniba/57596https://hdl.handle.net/10125/103100