Amazon appears to be on a journey from discount-driven apparel outlet to full-line fashion store distinguished by its own fashion ranges and greater collaboration with major brands. But our survey found that many shoppers do not see Amazon as a full-price retailer. In fact, almost half of Amazon apparel shoppers surveyed expect to always pay less than full price on the site.
The company launched amazon.com Auctions, a web auctions service, in March 1999. However, it failed to chip away at the large market share of the industry pioneer, eBay. Later, the company launched a fixed-price marketplace business, zShops, in September 1999, and the now defunct partnership with Sotheby's, called Sothebys.amazon.com, in November. Auctions and zShops evolved into Amazon Marketplace, a service launched in November 2000 that let customers sell used books, CDs, DVDs, and other products alongside new items. As of October 2014, Amazon Marketplace is the largest of its kind, followed by similar marketplaces from Sears, Rakuten and Newegg.