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Amazon debuted Storefronts, a section of its site that will feature products from approximately 20,000 small- and medium-sized businesses, shoppable via 25 product verticals. The page displays videos in which individual companies voice their brand and business stories—Amazon is also drawing attention to Storefronts with its inaugural television commercial, to be broadcasted nationwide. Smaller vendors have increasingly expressed concerns about being deprioritized and targeted as Amazon strikes more deals with larger brands and retailers, such as J.Crew, penalizes smaller brands for static inventory at its warehouses and enacts sudden changes in vendor policies.

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