How Amazon Prime Day helps build million-dollar businesses

John MacDougall | AFP | Getty Images

Come Oct. 13 and 14, Amazon’s annual two-day members-only online sales extravaganza Prime Day will bring customers over one million deals on myriad products in popular categories including home accessories, toys, and electronics. But in addition to providing shoppers with steep savings starting at midnight PST on Tuesday, the popular sales promotion will also offer thousands of small businesses opportunities to quickly scale customer awareness and revenue.

Currently, more than 500,000 small and medium-sized businesses in the U.S. sell on Amazon, and the company’s goal is to onboard an additional 100,000 vendors as new sellers to its store. Despite the ongoing pandemic, third-party sellers continue to crowd its virtual aisles, and presently account for over half of all units sold via the online retailer. In the 12-month period ending in May alone, American SMB sellers sold more than 3.4 billion products, up from

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