Amazon Marketplace

Market leader in third-party e-commerce marketplace and rapidly growing retail media platform

Amazon Marketplace, launched in 2000, is one of the world's largest e-commerce platforms enabling third-party sellers to list and sell products directly to Amazon's massive customer base. As part of Amazon.com, it has grown to represent over half of all units sold on Amazon, with millions of sellers worldwide using the platform. While not a traditional AdTech company, Amazon Marketplace is deeply integrated with Amazon's advertising ecosystem, including Sponsored Products, Sponsored Brands, and Amazon DSP, making it a critical component of retail media and e-commerce advertising. The platform provides sellers with access to Amazon's fulfillment network (FBA), customer service infrastructure, and sophisticated advertising tools that allow them to promote their products both on and off Amazon. Amazon Marketplace has become a dominant force in retail media, offering sellers performance-based advertising solutions that leverage Amazon's first-party shopping data. This positions it as a major player in the convergence of e-commerce and advertising technology, competing with traditional retail channels and other online marketplaces while providing unique advertising opportunities through its closed-loop attribution and purchase data.