Third-party merchants account for more than half of all Amazon sales. Third-party sellers sold 54 percent of all items sold on Amazon in the third quarter of 2020.
Amazon is a first-party behemoth and it continues to cultivate partnerships with suppliers across the globe and manufactures its own products under in-house brands including AmazonBasics.
But lets be clear: Amazon’s business model relies heavily on third-party retailers.
Both the numbers and Amazon’s activities (such as recruiting thousands of new fulfillment center workers in 2020) show no indications of decelerating soon. The connection with both Amazon and third-party sellers is mutually advantageous.