Amazon says Exclusives store sales top $50 million in first year
SAN FRANCISCO (Reuters) - Amazon.com Inc said that sales on Exclusives, its platform for products not available anywhere else, topped $50 million in less than a year since its launch and the site includes more than 120 brands, the first time it has disclosed the data.
The sales represents a tiny fraction of those on Amazon's third-party marketplace platform, which allows other merchants to sell on Amazon's site. Third party merchants account for roughly 40 percent of Amazon's total site sales.
But Amazon said the store serves as an important avenue for the retailer to get first dibs on new products that could be the next best-seller on the marketplace platform.
It is also part of Amazon's effort to target niche shoppers through stores like Handmade, which offers hand-crafted items, and Launchpad, which sells crowd-funded products.
Now the company plans to expand the site, which lists 10,000 products including a bluetooth-enabled "smart bag," although it did not provide details.
"We do expect the broadening of the product categories and geographical expansion," said Peter Sauerborn, director of business development at Amazon who leads the store.
In order to be listed on the site, brands agree to let Amazon be the exclusive third-party retailer for their products.
In exchange, merchants gets access to the Fulfillment by Amazon program, which refers to the company's global network of warehouses and its fast shipping and loyalty program, Prime.
"There's a whole new group of consumers (the third-party retailers) can draw to Amazon," said Seattle-based Christine Boerner, who runs Cielo, which sells fashionable metallic pillholders through Exclusives. Continued...