Monday, September 25, 2023

Prime Power: How Amazon Squeezes the Businesses Behind Its Store

Prime Power How Amazon Squeezes the Businesses Behind Its Store

Amazon, a titan of the e-commerce world, has not only altered the way consumers shop but has also significantly impacted the dynamics of the retail industry. The company’s Prime membership program, with its convenience and the promise of fast, free shipping, has created a massive consumer base. However, there is a growing concern among small and medium-sized businesses (SMBs) about how Amazon wields its Prime Power to control the businesses behind its store. This article dives into the various strategies Amazon employs and how they affect the vendors that are part of its vast ecosystem.

The Allure of Amazon Marketplace

Amazon Marketplace is an attractive platform for SMBs. It grants access to an enormous customer base, which can potentially transform small ventures into profitable entities. The initial phase often looks promising, but as businesses become dependent on Amazon for a significant chunk of their sales, they start feeling the squeeze.

High Fees and Rising Costs

One of the main ways Amazon squeezes businesses is through the increasing fees associated with selling on its platform. These include referral fees, fulfillment fees, and storage fees. Amazon is known to increase these fees often, which eats into the margins of the sellers.

Additionally, sellers are encouraged to use Fulfillment by Amazon (FBA) to qualify for Prime. This service requires sellers to store their inventory in Amazon’s warehouses, which subjects them to additional storage fees and can lead to other costs if inventory does not move quickly.

Forcing Advertisements

Another aspect where businesses feel the squeeze is through Amazon’s advertisement system. With an increasing number of sellers, the competition to be seen on the first page of search results is fierce. This often forces sellers to invest in Amazon’s advertising, which adds another layer of costs.

Privileging Private Labels

Amazon uses data from its marketplace to understand consumer trends and preferences. It then utilizes this data to create its private label products, which often directly compete with sellers on its platform. As Amazon controls the marketplace, its products usually get prime real estate on the platform, making it harder for other sellers to compete.

Impact on Brand Identity

Amazon’s emphasis on uniformity often strips businesses of their unique brand identity. The interaction with the customer is owned by Amazon, and businesses have very little control over how their products are presented or how they communicate with their customers. This can erode brand value over time.

Push for Exclusivity

Amazon often pushes businesses to offer products exclusively on its platform, limiting their ability to explore other sales channels. This makes them further reliant on Amazon, thereby amplifying the effect of any changes Amazon makes to its fees or terms of service.


Amazon’s Prime Power has undeniably created a retail revolution, making shopping convenient for consumers. However, the businesses behind Amazon’s store often find themselves in a vice, caught between the need to access Amazon’s vast customer base and the pressures of shrinking margins and eroded brand identity.

As regulatory bodies across the world start scrutinizing Amazon’s practices more closely, it remains to be seen if any changes will be made to level the playing field for the countless businesses that rely on this platform for their livelihood.