Amid accusations of monopolistic practices against Amazon by the FTC and 17 state attorneys general, Justin Floyd, CEO of RedCloud®, introduces Open Commerce as a revolutionary alternative. RedCloud’s AI-powered platform empowers small and medium-sized businesses (SMBs) with instant inventory visibility, reducing inefficiencies, and preventing counterfeit goods. Floyd criticizes traditional eCommerce as predatory and calls for a transparent trading system to promote fairness and growth, positioning Open Commerce as a game-changer in online retail.

LONDON, June 10, 2024 /PRNewswire-PRWeb/ — According to Google, a monopoly is “the exclusive possession or control of the supply of or trade in a commodity or service.” In September 2023, the Federal Trade Commission (FTC) and 17 state attorneys general concluded that Amazon, the world’s largest online retailer, fits that bill, alleging in a lawsuit that Amazon is a monopolist that employs anti-competitive and unfair methods to perpetuate its supremacy in the eCommerce domain illegally. (1) Justin Floyd, Founder and CEO of RedCloud, observes, “In the current eCommerce climate, it seems as if there is no real viable alternative to Amazon. But there is: Open Commerce, which is poised to unseat eCommerce as the best way for online retailers to do business. The second generation of eCommerce is here, and it’s time to set this retail revolution in motion.”    

The world needs an open and transparent trading system that unlocks the supply chain and empowers businesses to grow and flourish. That system is Open Commerce. RedCloud is on a mission to democratize the way online retail is done. RedCloud’s AI-powered platform cuts through the chaos by providing millions of small and medium-sized businesses (SMBs) with instant visibility of their inventory, helping to resolve inefficiencies and identify and prevent counterfeit goods from entering the supply chain.

Among the FTC’s allegations against the retail giant is Amazon’s “exclusionary conduct” that stifles the growth of current and emerging competitors with “punitive and coercive tactics” and “preventing its current or future rivals from attracting a critical mass of shoppers and sellers.” (1) Third-party sellers, primarily small and medium-sized businesses, are responsible for 60% of Amazon’s total sales. (2) Third-party sellers are Amazon’s most valuable commodity; however, a survey by Marketplace Pulse reports that Amazon siphons off 50% of all third-party sales—a 15% referral fee, a 20% to 35% Fulfillment by Amazon (FBA) fee, and up to 15% for advertising and promotions. (3)

Then there’s “Project Nessie,” an algorithm deployed by Amazon to control pricing. Nessie identified profitable products and raised their prices, encouraging other online retailers to do the same, inflating consumer spend. According to the FTC, Nessie generated over $1 billion in excess profits for Amazon. (4) The FTC lawsuit also points to Amazon’s “anti-discounting strategy” that punishes third-party sellers if they offer lower prices by dropping them so far down the search results hierarchy that they essentially disappear into oblivion. (1)

Reuters examined a trove of Amazon’s documents, including emails, strategy papers, and business plans, revealing a corporate strategy to create knockoffs of its competitors’ products. The internal documents showed that Amazon studied the proprietary data of other brands on its site to identify and copy products as a “reference” or “benchmark.” They replicated the products and then rigged search results to steer consumers to Amazon’s private brands. (5)

Another issue is the proliferation of counterfeit items on Amazon’s platform, which reportedly comprises up to 60% of its products. (6) One study analyzed a whopping 33.5 million reviews for Amazon’s bestselling products and found that 43% of them were fake. (7) Social media influencers can earn over $2,000 per month through Amazon Vine or the Amazon Influencer Program to review and recommend products. (8)
Floyd contends, “Amazon creates an artificial economy for consumers. Its lack of transparency creates an illusion of what it means to shop online. By not providing accurate information, people frequently must buy the same item three times over until they get what they were looking for in the first place. And despite the massive number of products available, consumers actually have fewer choices because they are Amazon’s choices.”

There is a common misconception that most third-party sellers owe their existence solely to Amazon, and there is some truth to that within the framework of traditional eCommerce. However, industry giants are not immune to shifts in consumer behavior. Blockbuster Video, once the unquestioned leader in at-home entertainment, was done in by the convenience, choice, and instant gratification of on-demand streaming services.
Traditional eCommerce is predatory and controlling, solely benefitting big-tech providers who own all the data and try to own the entire supply chain. This centralized model is eradicating small businesses by restricting access to the tools needed to drive growth.

Floyd explains, “Third-party sellers are two million strong. Imagine amassing that strength to turn the tables. It’s all about purchasing power. If you get the purchasing right, then the selling takes care of itself. Open Commerce grants SMBs more autonomy and freedom to engage with trusted trading partners who provide authentic, top-quality products, leveling the playing field of online trade.”

RedCloud’s Intelligent Open Commerce Platform™ gives SMBs the keys to the eCommerce kingdom.

About RedCloud    
RedCloud Technology, founded in 2012, stands as a “Rebel Alliance,” leading a bold, second-generation e-commerce transformation. Rejecting the high fees of tech giants, RedCloud leverages AI-driven supply chain solutions to empower smaller businesses, giving them the tools to compete with major corporations. Their democratized, cloud-based platform provides real-time financial visibility, offering a level playing field that breaks free from the dominance of conventional marketplaces. RedCloud embodies a fairer, more inclusive digital commerce future where Davids can stand tall against Goliaths. For more about RedCloud Technology visit their website at https://redcloudtechnology.com/.

References:

Staff in the Office of Technology and The Division of Privacy and Identity Protection. “FTC Sues Amazon for Illegally Maintaining Monopoly Power.” Federal Trade Commission, 5 Dec. 2023, ftc.gov/news-events/news/press-releases/2023/09/ftc-sues-amazon-illegally-maintaining-monopoly-power.Pymnts. “Amazon Says Third-Party Sellers Drive 60% of eCommerce Sales.” PYMNTS.Com, 24 May 2023, pymnts.com/amazon/2023/amazon-independent-sellers-make-up-60percent-of-ecommerce-sales/.Amazon Is Taking Half of Third-Party Seller Revenue – Thestreet, thestreet.com/investing/heres-how-much-amazon-takes-from-every-third-party-sale. Accessed 15 May 2024.Press, Associated. “Amazon Used an Algorithm to Essentially Raise Prices on Other Sites, FTC Says.” Maryland Daily Record, 2 Nov. 2023, thedailyrecord.com/2023/11/02/amazon-used-algorithm-to-secretly-raise-prices-and-destroyed-internal-messages-ftc-says/#:~:text=Amazon%20used%20a%20secret%20algorithm,against%20the%20e%2Dcommerce%20giantAmazon Copied Products and Rigged Search Results, Documents Show, reuters.com/investigates/special-report/amazon-india-rigging/. Accessed 15 May 2024.Sravanthi Munagapati Sravanthi works as a Marketing Manager at SellerApp. She helped successful D2C brands launch. “A Quick Guide on Amazon Counterfeit Products 2023.” SellerApp Blog, 26 Oct. 2023, sellerapp.com/blog/amazon-counterfeit-products/.Millions of Amazon Reviews Fake, Study Finds | Cybernews, cybernews.com/security/millions-amazon-reviews-fake/. Accessed 15 May 2024.Loper, Nick. “7 Real Ways to Get Paid for Amazon Reviews in 2024: $2000+/Mo.” Side Hustle Nation, 15 Mar. 2024, sidehustlenation.com/get-paid-for-amazon-reviews/.

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