December 1, 2021

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The Most Surprising Stats From Amazon’s 2021 Tiny Business Empowerment Report

Yesterday, Amazon launched its yearly report into the functions and improvements of little firms on its platform: the 2021 Tiny Business enterprise Empowerment Report. Titled the “SMB Affect Report” in past yrs, it tracks metrics like all round gross sales volume from third get together retailers, spruiks new initiatives that Amazon has released, and provides snippets of perception into the retail behemoth’s priorities more than the past calendar year in just the 3rd party marketplace division. 

In regular Amazon design, the details factors really don’t constantly match up like-for-like just about every 12 months. For instance, Amazon has defined its full universe of SMB’s (modest to mid-sized enterprises) differently in the past 3 many years. 

In 2019, a whole universe of 1.9 million SMBs was identified in the U.S., not just together with Amazon sellers but also material creators (authors working with Kindle, for illustration), and developers (startups using AWS). In 2020’s report, a universe of around 2 million U.S. SMBs was identified, this time outlined as ”independent sellers, authors, information creators, shipping and delivery providers, developers and IT answer vendors in the U.S.” In 2021’s report, Amazon has narrowed the aim to Amazon sellers, of which there are now virtually 2 million. 

The incredibly definition of ‘SMB’ bears clarifying, as it is fairly expansive. Amazon uses Gartner’s definition of Compact to Medium Business enterprise: businesses with fewer than $1BN in yearly revenues and up to 999 employees. 

People details apart, the report delivers attention-grabbing insights for brand names, retailers, and field pundits. Below are some of the most shocking statistics from this year’s report. 

Where by sellers are located and how a great deal they provide

There are just about 2 million SMB sellers providing on Amazon’s marketplaces all over the planet. 

Of this, there are a lot more than 500,000 sellers are primarily based in the United States. 

For brands offering on Amazon who experience the landscape as becoming more competitive each individual 12 months, you’re not just imagining it. In 2020, Amazon additional 200,000 new sellers from all over the entire world, a 45% raise on the prior yr (2019). 

But even in the deal with of additional international entrants, US sellers are rising their small business overall. For the interval of September  2020 to August 2021, American sellers on the platform averaged $200,000 in profits.  This is up from $175,000 in the prior 12 month period.  

There are also much more substantial-volume sellers. The range of US sellers who surpassed $1M in revenue grew by nearly 15%, and the selection of US sellers that surpassed $10M in income increased nearly 40% about the prior interval. 

Use of Success By Amazon (FBA)

Amazon says that fifty percent of American 3rd social gathering sellers acquire edge of FBA. This means 250,000 US sellers are employing FBA. The statistic that Amazon does not share here is the amount or share of intercontinental sellers, for illustration sellers situated in China, who are working with FBA. 

Amazon did provide around the world FBA usage in its 2020 report however, stating that a lot more than 450,000 around the globe SMB sellers on (the US internet site) took edge of Achievement by Amazon. Amazon correlates use of FBA with a sales enhance of 34% among the this cohort. 

This calendar year, Amazon has aggressively grown the capacity of FBA, escalating square footage across its around the globe network of distribution facilities by 50% worldwide. It also hired 450,000 new workers to extend potential. 

Amazon says that on normal, transport with FBA is additional than 30% reduce in expense compared with other shipping carriers. It’s inarguable that 30% decrease costs on success is a fantastic offer, and one particular that will draw in several SMB’s to the plan. But when the entry to that fulfillment support is abruptly paused or throttled, it can leave these SMBs out in the cold.   

In 2020, Amazon de-prioritized the fulfillment of non-necessary items in the course of the top of the pandemic, meaning that several sellers could not truly promote their stock. And in 2021, I wrote how Amazon throttled the storage ability for a lot of sellers as it changed the parameters for stock storage limitations for merchants.    


Amazon marketing plans

440,000 manufacturers are enrolled in Amazon Brand registry, a plan which is obtainable only to retailers who own their individual trademark. Manufacturer Registry makes it possible for brands to access a bigger suite of promoting resources like increased product or service material capabilities and additional advanced promotion campaign types. 

In this subset of brand-registered sellers:

  • 300,000 sellers are working with Amazon Outlets, basically dwelling web pages that can be set up by makes to showcase their product assortment, explain to their manufacturer story, and spotlight promotions.   
  • 500,000 sellers making use of Amazon Manufacturer Analytics to glean sector and solution insights. 

Amazon also highlighted a number of new advertising and marketing capabilities for sellers that are ramping up. 

“Brand Follow” is a reasonably new method that lets Amazon buyers to ‘follow’ favourite models on Amazon, substantially like on social media platforms. The evolution of this plan sprang from Amazon Posts which released in late 2019. In yesterday’s report, Amazon claims that model followers devote more than double what standard consumers do. This statistic behooves brands to build their playbook all around Model Abide by. 

In 2021, Amazon also released the Manufacturer Referral Bonus software, offering makes a rebate of up to 10% from profits of their products and solutions, when they send out outside the house targeted visitors to their Amazon item pages. No information details were being offered in the report on the volume of bonuses paid out underneath this method or the amount of sellers enrolled. 

Lastly, Amazon Investigate is a new program that will allow smaller business sellers to host clients at their physical premises for activities. 

Curiously, the report did not point out any stats about the use of Amazon advertising and marketing by its SMB cohort. Promoting is a considerable and increasing financial gain middle for Amazon, and holds the mantle of the third biggest promotion platform immediately after Google

and Facebook. In my expertise operating an Amazon agency for this pretty phase, each individual solitary shopper is leveraging Amazon Marketing to develop their enterprises. As a essential instrument in a seller’s toolkit, its absence in this roundup is surprising.