AmazonSupply . . . Amazon's Camel's Nose Under The B2B eCommerce Tent?

For years the cognoscenti have speculated that Amazon would make an official move into B2B eCommerce. Well . . . they’re finally right. Just a few days ago, Amazon launched their first purpose-built B2B eCommerce site called AmazonSupply.

And yes . . . the entrenched and established e-distributers in the B2B space should be worried.  Here’s why:

  • B2C core assets are very leveragable into B2B. Online merchandising is online merchandising. Logistical support is logistical support.  World-class customer service is world-class customer service. And don’t forget about economies of scale and low prices. It can all be extended into this new space. And Amazon’sB2C infrastructure is similar enough to the infrastructure required to sell B2B that Amazon can do it -- and with relative ease.
  • Integration with Amazon’s buying process is inherently powerful. By bringing their universal login and one-click checkout to the table, Amazon’s vaunted ease-of-use and frictionless eCommerce will now live fully within AmazonSupply’s B2B offering. Customer behavior will not have to change and the user experience will remain second-to-none. Both are powerful influences. 
  • Amazon Marketplace is a force multiplier. Now accounting for nearly 1/3 of Amazon’s unit shipment volume, Amazon Marketplace has clearly established itself as a force to be reckoned with.  AmazonSupply nicely complements the already compelling Amazon Marketplace value proposition for B2B companies and further expands Amazon's B2B eCommerce story.
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