Dive Brief:
- Amazon.com has sold more than $50 million worth of Exclusives—products consumers can’t buy anywhere else—since introducing them in March 2015.
- Amazon Exclusives comprises more 10,000 products, including items seen on reality show Shark Tank, “Handmade” small-maker items, and crowd-funded products.
- Sellers behind Amazon Exclusives allow the marketplace to be the exclusive retailer of their products, and take advantage Fulfillment by Amazon perks.
Dive Insight:
Amazon is ramping up an expansion for its Exclusives to offer more new products that consumers just can’t buy anywhere else. Sales for the more than 120 brands and 10,000 products available through Exclusives have been brisk, totaling more than $50 million in the 10 months since its launch.
That’s a drop in the bucket compared to revenues from all of Amazon’s third-party sellers. But Amazon Exclusives offer crowd-funded and limited-run items from the “Launchpad” and “Handmade” collections, offering competition for sites such as Kickstarter and Etsy and an additional discovery outlet for entrepreneurs.
To place products among the Exclusives, sellers agree to have Amazon as their exclusive third-party seller. Amazon then provides fulfillment through Fulfillment by Amazon—a booming business for the $100 billion company—giving new products the added attraction of free two-day shipping for Prime customers.
Amazon’s goal is to release the next “it” items on its marketplace platform. “Our mission on behalf of customers is to make Amazon the destination for brands and innovators to launch and sell their products, providing our customers early access to new products,” said Amazon Marketplace Vice President Peter Faricy upon Exclusives’ debut.
