Marketplace participation grows in 2022

Amazon’s sheer size has made it impossible for other retailers to ignore and increasingly difficult to avoid doing business with. In 2021, more than half of the Top 500 retailers sold on the Amazon marketplace.

The most likely if-you-can’t-beat-’em-join-’em retailers that sold their goods on Amazon were consumer brand manufacturers. A full 76.5% of them offered products on Amazon in 2021, a slight increase from 75.3% in 2020.

Looking across all marketplaces, including Amazon, Walmart, et al, some 59.3% of Top 500 retailers sold their goods through sites they do not own. The percentage of Top 500 consumer brand manufacturers selling on Amazon hit a new high, 76.5%, in 2021.

That’s up dramatically from 57.4% in 2019, based on those Top 500 brands for which we have three years of data on marketplace activity. More merchants of other types also began selling on Amazon in the last two years, but the increases were more modest. Retail chains, many of which view Amazon as an existential threat, are the least likely to sell on Amazon.

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