Case Study
Dec 5, 2023

Amazon multi-vendor marketplace case study you can emulate

Written by, founded by Jeff Bezos in 1994, began as an online bookstore and has since evolved into the world's largest online retailer, offering an extensive range of products and services. Renowned for its technological innovation and commitment to customer satisfaction, Amazon has become a benchmark in e-commerce and cloud computing.

Vendo simplifies and economizes the launch of your multi-vendor marketplace, enabling you to start selling products from various vendors quickly, often within days. This approach allows you to bypass the complexities of inventory management and shipping logistics, streamlining your entry into the marketplace.


Vendo is also a one-stop-shop for all your marketplace needs, providing you with a marketplace platform automating day-to-day operation, a catalog of brands to pick from or an ability to invite your own brands, merchandising and promotional tools, ability to sell through multiple channels (your existing website, emails & SMS, mobile app, social media), and ongoing daily support scaling your marketplace business.   

Amazon multi-vendor marketplace case study

Early Beginnings and Rapid Growth: began in Jeff Bezos' garage in Seattle and rapidly grew, generating $20,000 per week in sales within 30 days. It soon had customers in every U.S. state and 45 countries. By the end of the first year, Amazon employed 250 people. The success was so substantial that by 1997, Amazon released its IPO at just $18.00 per share, which would be worth more than $12 million in 2020 for those who invested $10,000 on that day​​.

Expansion Beyond Books: Initially an online bookstore, Amazon started diversifying its product range in 1998 by adding computer games and music. Over the next few years, it expanded further into categories like computer software, toys, and video games. This diversification was a key step in transforming Amazon into the 'everything store' it is known as today​​.

Technological Advancements: Amazon's success wasn't just about selling a wide range of products; it was also about leveraging technology. Notable was the development and patenting of the 1-Click buying system in 1999, which significantly streamlined the online shopping process and improved customer conversion rates. Another key development was the launch of Amazon Prime in 2005, offering 2-day shipping for a yearly fee, which significantly increased customer loyalty and spending​​.

Recent Growth and Adaptation: In recent years, Amazon Marketplace has continued to grow significantly. For example, in the first quarter of 2021, it grew by 60%, the fastest in five years, with third-party seller services revenue growing over 50% each of the last four quarters. This growth was further accelerated by the pandemic, which led to a surge in online shopping​​.

Investment in Infrastructure and Advertising: To support its growth, Amazon has heavily invested in infrastructure and advertising. It spent almost $50 billion in the last twelve months on fulfillment and data centers, an increase of 80% from the previous year. Amazon's advertising segment has also seen rapid growth, with a 73% increase in the first quarter of 2021 alone, and is expected to soon overtake Amazon Web Services (AWS) in revenue size​​.

Following Amazon's Path to Success in Starting Your Marketplace

To mirror the achievements of in establishing a new marketplace, you might adopt these strategies::

  • Start Small and Scale Quickly: Emulate Amazon's initial focus on a niche market (like books for Amazon) and then rapidly scale up as you understand the market better.
  • Diversify Product Offerings: Gradually expand into different product categories to appeal to a broader customer base, as Amazon did.
  • Leverage Technology for Customer Convenience: Implement technological innovations to enhance the shopping experience, such as one-click purchases or a loyalty program like Amazon Prime.
  • Focus on Customer Service: Prioritize customer satisfaction and build a loyal customer base. This could mean investing in fast shipping, easy returns, or customer service.
  • Invest in Infrastructure and Data Analytics: Like Amazon, invest in the necessary infrastructure to support growth and leverage data analytics to understand customer behaviors and market trends.
  • Adapt to Market Changes: Be ready to adapt quickly to market changes, as Amazon did during the pandemic, by capitalizing on the increased demand for online shopping.
  • Develop a Strong Online Presence: Invest in online marketing and advertising to reach a wider audience and build brand recognition.
Vendo simplifies and economizes the launch of your multi-vendor marketplace, enabling you to start selling products from various vendors quickly, often within days. This approach allows you to bypass the complexities of inventory management and shipping logistics, streamlining your entry into the marketplace.

Get started with a marketplace like Amazon on Vendo!


  • Book a demo call: We’ll set up your demo marketplace and populate it with products
  • Customize your Storefront: We’ll help you craft a storefront that aligns with your brand identity, ensuring a cohesive and on-brand shopping experience for your customers.
  • Onboard Brands: Invite your favorite brands or choose brands from the Vendo brand catalog. We can also start reaching out to brands you’d like to sell on your behalf.
  • Select Products: Curate product collections manually or automate the process to efficiently manage your catalog and meet customer demand.
  • Embed products: Make your editorial content shoppable with products embedded right where your customers expect them to find. Simplify and streamline product discovery.
  • Start Selling Programmatically: Push products through multiple touch points: on your website, share it on social media, and include products in your newsletters.
  • Get Paid: Get paid as soon as products are shipped by the brands. No need to wait 30-60 days or worry about orders not attributable to your affiliate links.
  • Get Repeat Sales: Since you’re not linking out, your customers will keep coming back. We’ll help them with abandoned cart emails and promotional email blasts.


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