Amazon Introduces Small Business Storefronts

Amazon announced today that it has launched “Amazon Storefronts,” a new store for customers to shop exclusively from U.S. small and medium-sized businesses selling on Amazon.

With Storefronts, customers can shop a curated collection of over one million products, and deals from nearly 20,000 U.S. small and medium-sized businesses, and learn more about profiled businesses through featured videos and stories.

“We’ve created a custom, one-stop shopping experience for customers looking for interesting, innovative and high-quality products from American businesses from all across the country. Amazon first invited businesses to sell on Amazon nearly two decades ago, and today, small and medium-sized businesses are a vital part of Amazon’s large selection and commitment to customers. We’re championing their success with this new store and a national advertising campaign featuring a successful Michigan business selling on Amazon to customers across the U.S. and worldwide.”

Nicholas Denissen, Vice President for Amazon.

Amazon Storefronts Features

  • Curated American Collections: Customers will enjoy shopping from more than 25 product categories to discover unique items from U.S. innovators, artisans, entrepreneurs and more, including products like a matching Halloween pajama set for the family, wooden name puzzles and protein sandwich cookies.
  • Storefront of the Week: Each week the store will highlight a featured U.S. business through a fun video to help introduce the many faces and types of businesses that customers are shopping from on Amazon Storefronts.
  • Meet the Business Owner: Rotating exploratory feature that profiles U.S. small and medium-sized businesses selling on Amazon. At launch, customers can learn and browse more than a dozen businesses that are Family-focused, Artisans, Innovator-Makers and Women-owned Businesses.

Amazon Marketing Push

To support the launch of the new store, Amazon is unveiling its first-ever national TV commercial featuring real businesses that sell on Amazon.

With more than a million small and medium-sized businesses in the U.S. selling on Amazon, the ad gives customers a glimpse into a real business on Amazon and how Amazon is actually a ‘Big collection of Small.’

The commercial shows how Amazon helps businesses get their products to customers all over the world. To help illustrate the growing number of businesses on Amazon, a series of business logos come together at the end of the ad to form the Amazon smile logo.

Branding Amazon As a Small Business Engine

Going into the busy holidays season, Amazon is trying to brand itself as a big supporter for small business.

The company which has endured much criticism through the years for destroying small and large retail businesses is trying to show that much of its success is dependent on small business operators.

Earlier this year, Amazon introduced the Small Business Impact Report.

According to the report, small and medium-sized businesses selling on Amazon are estimated to have created more than 900,000 jobs worldwide and in 2017, more than 300,000 U.S.-based small and medium-sized businesses started selling on Amazon.

READ MORE: Amazon Marketplace U.S. Grows by Over 300,000 Businesses

With about half of all Prime orders fulfilled through third-party marketplace sellers, there is a valid reason for Amazon to show that it is supportive of small businesses.

READ MORE: Amazon Ships More Than 5 Billion Items with Prime in 2017

However, some businesses still maintain a huge distrust of Amazon as the company holds all the sales data.

Some business owners believe that successful products, originally only sold by third-party sellers, eventually make Amazon a competitor for the same product or category.

To check out Amazon’s new Storefronts, head over to

What do you think about Amazon expanding its promotion of small and medium-sized businesses with a special storefront? Drop us a line in the comments section below or head over to our Facebook Group.

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