Amazon Marketplace

World's largest third-party e-commerce marketplace and a top-three global digital advertising platform by revenue

Amazon Marketplace is the third-party seller platform embedded within Amazon.com, launched in 2000 to allow independent merchants to list and sell products alongside Amazon's own retail inventory. It has grown into the world's dominant e-commerce marketplace, with third-party sellers now accounting for more than 60% of Amazon's total unit sales. The platform provides sellers with tools for listing management, fulfillment (via Fulfillment by Amazon, or FBA), customer service, and increasingly sophisticated advertising capabilities through Amazon Ads. In the AdTech ecosystem, Amazon Marketplace is a critical node because it serves as both a retail channel and an advertising platform. Sellers invest heavily in Sponsored Products, Sponsored Brands, and Sponsored Display ads to gain visibility within search results and product pages, making Amazon one of the largest digital advertising platforms globally. The marketplace's first-party purchase intent data — derived from hundreds of millions of active shoppers — gives it a unique and powerful targeting advantage that few competitors can match. Amazon Marketplace operates as a distinct platform from Amazon's own retail business, functioning as a two-sided marketplace connecting third-party sellers with consumers. It supports sellers ranging from individual entrepreneurs to large enterprise brands across virtually every product category, with operations spanning North America, Europe, Asia-Pacific, and beyond. Its scale, data assets, and integrated logistics infrastructure make it a central pillar of modern retail media and performance advertising.