案例库 · 战略与领导 · 战略决策 · 2006–2010
这条还没译成中文，下面是英文原文。
Amazon rented its own warehouse network to third-party sellers.
Amazon opened its order-fulfilment network to outside sellers, turning a cost centre into a product.
Amazon
那一手
Third-party sellers on Amazon's marketplace often shipped slowly and from their own stock, which put them a step behind Amazon's two-day offer and made them look worse to buyers.
On 19 September 2006 Amazon launched Fulfillment by Amazon: a seller stores goods in Amazon's fulfilment centres and Amazon handles storage, picking, packing, shipping, returns and customer service on its behalf. Sellers who joined got the Prime badge and free-shipping eligibility for their listings.
The move converted a network Amazon had built for its own catalogue into an external service, so each new seller added paid volume to facilities Amazon already needed, and the marketplace got a reason for more sellers to join and for more shoppers to come.
为什么管用
- Turning idle warehouse capacity into a paid service raises utilisation of an already fixed cost
- Sellers who use FBA gain Prime eligibility, which lifts their sales and feeds the marketplace
- More eligible inventory means faster shipping on a broad catalogue, drawing more customers back
- Amazon captures the fulfilment margin on sellers' orders, not just a listing fee
可以搬走什么
A warehouse is also a product: when you already own a capability that others would pay for, rent it out before you sit on the cost.
后来呢
FBA became the default way for sellers to reach Amazon's Prime shoppers, and it fuelled the growth of third-party sales to most of Amazon's units. It also drew the scrutiny of regulators and antitrust cases over whether Amazon ties marketplace placement to its own fulfilment service.
资料来源
- Amazon Launches New Services to Help Small and Medium-Sized Businesses Enhance Their Customer Offerings by Accessing Amazon's Order Fulfillment, Customer Service, and Website Functionality
- Amazon launches shipping services for selling partners
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