"Entrepreneurship is the last refuge of the trouble making individual." -- Natalie Clifford Barney

eCommerce: Amazon Storefronts

Indianapolis, IN (October, 2018) -- Amazon recently launched a new section of its site called Amazon Storefronts, a space that looks almost identical to the handmade e-commerce giant Etsy and offers customers access to “over 1 million products” from 20,000 “small and medium-sized” US businesses.

Amazon Storefront Logo

Storefronts features “Curated Collections” including seasonal-themed sections like back-to-school and Halloween and very generic sections like home, kitchen, jewelry, pet supplies, and electronics. There’s also a “Meet the Business Owners” section which features shops owned by “artisans,” families, women, and “innovator makers.” It’s a move to position Amazon as a friendly corporate giant, one which encourages entrepreneurship and the revitalization of small businesses.

How Amazon defines a small business

Earlier this year, the company published a Small Business Impact Report, which is three slides long and says that “small and medium-sized businesses selling on Amazon have created more than 900,000 jobs.” The Storefront homepage banners says “small and medium-sized” businesses make half of all of the products sold on Amazon.

A representative from Amazon says that “small” and “medium” businesses are defined by the number of employees a business has and the amount of revenue it brings in: small businesses have fewer than 100 employees and less than $50 million in yearly revenue, medium-sized businesses have fewer than 1,000 employees and less than $1 billion in yearly revenue.

Storefronts will be marketed with a colloquial understanding of what a small business is, but function using a definition that includes basically anything less than a publicly-traded global brand.