Amazon was founded in a garage in Seattle, Washington, in 1994 by Jeff Bezos. Originally, it served as an online bookstore, but Bezos envisioned it as a digital "General Store," which he preferred to call "The Everything Store." The business expanded rapidly, incorporating a diverse range of products and services, including Prime and Alexa.

Over the years, Amazon acquired notable companies such as Whole Foods Market, a nationwide specialty and organic supermarket chain, Twitch, IMDb, and MGM Holdings. Today, it stands as one of the largest, most influential, and valuable businesses in the world.

A pivotal moment came in 1999 when Amazon began allowing third-party sellers to market their products through its platform for a fee, particularly with the introduction of the Fulfillment by Amazon (FBA) service. This innovation enabled third-party sellers to market their products on Amazon while taking advantage of Amazon’s fulfillment services—a major leap forward and a brilliant strategic move on the part of the company.

It's also important to recognize that very few competitors can match Amazon’s fulfillment capabilities. The concept of "Economies of Scale" reaches its peak in Amazon’s operations, making it one of the most compelling reasons to launch a product through an Amazon partnership.

Evidence of this is seen in 2024 when Amazon’s revenues from services to third-party sellers (including product listings and fulfillment services) accounted for 61% of unit sales, demonstrating that this segment constitutes well over half of their business.

Additionally, in 2017, Amazon introduced "Amazon Stores," enabling vendors to create customized storefronts within the platform, allowing sellers to showcase their products in a multi-page immersive shopping experience.