Sellers on Amazon can list their products entire range of products featured right alongside items carried by Amazon.
Marketplace's early days were not easy. First, we launched Amazon Auctions. Not many customers came. Auctions transformed into zShops, which was basically a fixed price version of Auctions. Again, no customers. But then we morphed zShops into Marketplace.
Internally, Marketplace was known as SDP for Single Detail Page. The idea was to take our most valuable retail real estate—our product detail pages—and let third-party sellers compete against our own retail category managers.
It was more convenient for customers, and within a year, it accounted for 5% of units. Today, more than half of total global units are sold by third-party sellers worldwide.