亚马逊:科技巨头如何利用小企业为其垄断帝国提供资金(英)-ILSR-2021.12-23页.pdf
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1、By Stacy MitchellDecember 2021Amazons Toll Road How the Tech Giant Funds Its Monopoly Empire by Exploiting Small Businesses终生学习成长计划立即扫码获取更多报告、方案、文档、模板一切报告均为公开发行版本,一切权力归原作者所有,仅作内部使用!每日分享报告!每周更新报告、方案、文档、模板目录2Amazons Toll RoadWWW.ILSR.ORGAbout the Institute for Local Self-RelianceThe Institute for Loca
2、l Self-Reliance (ILSR) is a national research and advocacy organization that partners with allies across the country to build an American economy driven by local priorities and accountable to people and the planet. Whether its fighting back against the outsize power of monopolies like Amazon, ensuri
3、ng high-quality locally driven broadband service for all, or advocating to keep local renewable energy in the community that produced it, ILSR advocates for solutions that harness the power of citizens and communities. More at www.ilsr.org.About the AuthorStacy Mitchell is co-director of the Institu
4、te for Local Self-Reliance and directs its Independent Business Initiative, which produces research and analysis, and partners with a broad range of allies to design and implement policies to reverse corporate concentration and strengthen local economies. Shes written several influential reports and
5、 articles about Amazons power. Find her on Twitter stacyfmitchell.AcknowledgmentsMany thanks to Ron Knox for research help and thoughtful feedback. Thanks also to Susan Holmberg for shepherding this along, and to Katy Milani, Hal Singer, and Kennedy Smith for their comments on the draft. And, finall
6、y, Im grateful to the many independent retailers, product-makers, and online sellers who have shared their experiences with me and informed this analysis.For monthly updates on our work, sign up for the Hometown Advantage Bulletin: http:/hometownadvantage.orgThis report is licensed under a Creative
7、Commons license. You are free to replicate and distribute it, as long as you attribute it to ILSR and do not use it for commercial purposes.3Amazons Toll RoadWWW.ILSR.ORGTable of ContentsKey Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Introduction & Executive Summary . . .
8、. . . . . . . . 5PART ONEHow Amazon Price-Gouges Sellers . . . . . . . . . . 10Amazons Baseline Toll: Referral Fees . . . . . . . . . . . . . . . . . . . . . .11Demanding a Bigger Cut: Advertising . . . . . . . . . . . . . . . . . . . . .11Building a Logistics Empire: Fulfillment Fees . . . . . . .
9、. . . . . . . .12Blocking Competition and Driving Up Consumer Prices . . . . .14PART TWO Seller Fees are the Linchpin in AmazonsMonopolization Strategy . . . . . . . . . . . . . . . . . . . 15Marketplace is Likely a Bigger Source of Profit than AWS . . . .16How Seller Fees Spin Amazons Monopoly Flyw
10、heel . . . . . . . . .19Sellers Fund Amazons Expansion into New Markets . . . . . . . . .19CONCLUSION How Lawmakers Must Respond . . . . . . . . . . . . . 21Notes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 224Amazons Toll RoadWWW.ILSR.ORGKey FindingsAmazons dominance of on
11、line retail means that small businesses have little choice but to rely on its site to reach consumers. This report finds that Amazon is exploiting its gatekeeper power to pocket a growing cut of the revenue earned by these independent sellers. Its doing this by imposing ever-larger fees on them. The
12、se exorbitant fees make it nearly impossible for sellers to sustain a viable business online. Most fail.Operating an unregulated, monopoly tollbooth that sits between businesses and consumers is wildly lucrative. Amazons revenue from the tolls it imposes on sellers has soared, growing much faster th
13、an every other major revenue stream, including Amazon Web Services (AWS), its vast cloud division. These fees generate huge profits for Amazon, a fact that the tech giant conceals in its financial reports.Amazons ability to extract such steep tolls from businesses selling online is a striking illust
14、ration of its monopoly power. These fees also play a crucial role in how Amazon maintains that power. As this report details, Amazon depends on profits from seller fees to fund massive losses in other areas of its operations losses that serve to entrench and expand its dominance.Policymakers must ac
15、t to end Amazons exploitation and create an open, dynamic, and competitive online market. Key Finding: Amazons fees have grown sharply and are harming independent businesses. Amazon pockets an average of 34 percent of each sale made by independent businesses on its site. Thats up from 30 percent in
16、2018, and 19 percent in 2014. In just two years, Amazons revenue from seller fees has more than doubled, rising from $60 billion in 2019, to $90 billion in 2020, to a projected $121 billion in 2021. Seller fees have grown much faster than every other major revenue stream at Amazon, including AWS. At
17、 a Congressional hearing last year, Jeff Bezos testified that Amazon was taking a larger cut of sellers revenue because sellers had opted to buy more of its services. In fact, the average price sellers pay simply to list and sell a product has risen by 28 percent since 2015. Amazon penalizes sellers
18、 that offer lower prices on other, less expensive shopping sites. This thwarts competition by ensuring that Amazons steep fees inflate consumer prices across the web and not just on its own site. The crushing weight of these fees makes it almost impossible for sellers to operate a profitable busines
19、s. Most fail. Yet Amazon faces no risk of running out of sellers. A growing share of those on its U.S. site are based in China.Key Finding: Amazon relies on profits from seller fees to fund its monopolization and expansion strategies. Marketplace is almost certainly a bigger source of profit than AW
20、S. Although Amazons financials conceal the profits it makes from seller fees, we estimate that Amazon may have generated $24 billion in profits from Marketplace in 2020, compared to $13.5 billion from AWS. Profits from seller fees form the linchpin in Amazons market domination strategy. For one, the
21、se profits allow Amazon to sustain huge losses on Prime. By providing free shipping for an annual fee that doesnt come close to covering the cost, Amazon has induced more than two-thirds of U.S. households to join Prime and made its platform the first, and often only, shopping site they visit. Amazo
22、n also relies on profits from seller fees to prop up its own retail division, enabling it to offer prices on household staples that are on par with big chains like Walmart. This is essential to blocking competition. With revenue from seller fees pouring in over the last two years, Amazon spent heavi
23、ly to buy other companies and expand its U.S. logistics footprint by 70 percent.Key Finding: To end Amazons exploitation of small business, policymakers must focus on structural solutions. While regulating Amazons fees is one option, a more market-oriented solution would be to split up Amazon, separ
24、ating its major divisions into stand-alone companies. This would remove both the incentive and the ability for Amazon to exploit sellers and use the proceeds to fund its monopoly-maintenance strategies. 5Amazons Toll RoadWWW.ILSR.ORGIntroduction & Executive SummaryOne of the most striking measures o
25、f Amazons monopoly power is the extraordinary amount of money that its able to extract from the independent businesses that rely on its site to reach customers. In this report, we find that, over the last two years, Amazons revenue from the fees it levies on third-party sellers has more than doubled
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