Amazon Marketplace. A Catalyst or Potential Competitor?

Inhaltsverzeichnis (Table of Contents)

• Abstract
• Table of Content
• Introduction
  • Problem and Mission Statement
  • Structure
• Literature Review
  • Amazon's Value Capture through its Ecosystem
    • Value Creation through Coopetition
    • Marketplace as an Ecosystem
  • Amazon's Entry into E-tailer's Product Space
  • Defense Strategies for Third-Party Sellers
  • Influence of COVID-19 on E-Commerce
  • Research Gap
• Methodology
  • Research Design
  • Sample and Data Collection
  • Interview Guide
  • Data Analysis and Credibility
• Results and Discussion
  • Business Models on Amazon Marketplace
  • Benefits
  • Risks
  • Strategies to Mitigate Risks and Sell Successfully
  • Influence of COVID-19 on Third-Party Sellers
  • Market Saturation and Future Outlook
• Practical Implications and Recommendations
• Limitations and Future Research Approaches
• Conclusion
• References
• List of Appendices
• List of Figures
• List of Abbreviations

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis investigates whether Amazon serves as a catalyst or competitor to its third-party vendors, specifically focusing on German e-tailers. It examines the impact of Amazon's entry on the German market and analyzes how third-party sellers have adapted their strategies in light of the global disruptions caused by COVID-19.

• Amazon's role as a catalyst or competitor for third-party sellers
• The impact of Amazon's entry on the German e-commerce market
• The influence of COVID-19 on e-commerce and third-party sellers
• The benefits and risks of selling on Amazon Marketplace
• Strategies for third-party sellers to mitigate risks and achieve success on Amazon

Zusammenfassung der Kapitel (Chapter Summaries)

• Introduction: This chapter introduces the thesis topic, outlining the problem statement and research questions. It also presents the structure of the thesis.
• Literature Review: This chapter delves into existing research on Amazon's ecosystem, focusing on value creation through coopetition and the impact of Amazon's entry on e-tailers. It analyzes the role of marketplaces as ecosystems and explores defense strategies for third-party sellers. The chapter concludes by examining the influence of COVID-19 on e-commerce and highlighting the research gap addressed by this thesis.
• Methodology: This chapter details the research design, sample selection, data collection methods, and data analysis techniques used in the study. It provides insights into the interview guide and discusses the credibility of the findings.
• Results and Discussion: This chapter presents the results of the research, analyzing the business models of third-party sellers on Amazon Marketplace. It explores the benefits and risks associated with selling on Amazon, including strategies for mitigating risks and achieving success. The chapter also examines the influence of COVID-19 on third-party sellers and discusses the market saturation and future outlook for the German market.
• Practical Implications and Recommendations: This chapter draws practical implications from the findings, offering recommendations for third-party sellers based on the research.
• Limitations and Future Research Approaches: This chapter acknowledges the limitations of the study and suggests potential areas for future research.

Schlüsselwörter (Keywords)

The primary keywords and focus topics of this thesis include Amazon Marketplace, third-party sellers, coopetition, e-commerce, and COVID-19. The study examines the dynamics of the Amazon ecosystem and its impact on e-tailers, particularly in the German market, with a specific focus on navigating the challenges and opportunities presented by the pandemic.