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A few things to keep in mind when benchmarking Amazon growth:
-- Amazon's gross margin has been increasing substantially (about 4% in past 24 months). It's more likely that higher prices are causing their growth slowdown than changes to competitors services, like click-and-collect.
-- Marketplace (3P) sales aren't recognised as revenue, only the commissions are, and since 3P is increasing rapidly as a share of Amazon sales, it is likely that total growth in sales on Amazon's site was closer to 18% or 19%, versus the 14% revenue growth.
-- Non media categories are probably still growing over 20% which means Amazon is still growing ecommerce share. Media is still a large part of Amazon, and very slow media growth weighs down the total growth rate.

The upshot is, if you sell branded general merchandise in the UK, Amazon's threat hasn't diminished, it's just getting more threatening at a slower rate.

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