# What is Amazon Marketplace?

What is Amazon Marketplace? The world's largest commerce platform — 300M active customers.

## How it works in practice

Amazon is the 'big network' that can double your sales — but it can also eat your margin. Revenue from Amazon isn't equivalent to revenue from your own store: Amazon takes a bigger cut, you can't build a brand there, and you're bound by their rules. Use Amazon to scale volume; use your own store to build a brand.

## Related metrics

- FBA — Amazon's fulfillment service
- ASIN — a unique product identifier
- Buy Box — the key to success on Amazon
- PPC Amazon Ads — advertising within Amazon

## Common misconception

'Amazon means easy sales.' Amazon is highly competitive — many products compete for the same Buy Box. Without PPC, optimization, and reviews, a new product won't be found. It's a marketplace with rules very different from an independent store.

## How to fix it

Low Amazon sales? (1) Check the Buy Box — are you winning it? (2) check reviews — fewer than 15 means low visibility, (3) run Amazon PPC — a basic Sponsored Products campaign, (4) optimize the listing: title, bullets, images.

## Real-world example

A local manufacturer had $0 in US Amazon sales. They invested $2,200 in FBA setup, 10 review requests, and basic PPC. Month 3: $9,000 in sales. Month 6: $22,000. FBA made the difference — the Prime badge doubled visibility.

## Where to start

Amazon is a channel for products with existing demand — not for creating demand. Use Jungle Scout/Helium 10 to check if there's demand for your product. If yes, go FBA plus PPC plus reviews. If not, don't rely on Amazon to discover your product.

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Category: Marketplaces · From the [Jimmy OS KPI Glossary](https://jimmy-os.com/glossary/kpi.md) · Source page: https://jimmy-os.com/glossary/kpi/amazon-marketplace