Amazon closes Selz, the e-commerce startup it acquired last year

(Image Selz)

Amazon is closing Selz, GeekWire has learned, about a year after acquiring the small e-commerce startup.

Founded in 2013, Selz helps entrepreneurs sell products online. Amazon’s acquisition signaled its continued focus on third-party sellers and sparked speculation that Amazon would compete more directly with Shopify in providing e-commerce services, whether merchants sell on or elsewhere.

“We planned to continue supporting Selz merchants, however, after careful consideration, we have made the difficult decision to no longer offer the Selz offering as a standalone service,” an Amazon spokesperson said in a statement to GeekWire. “We are committed to supporting Selz merchants through this process by giving them 60 days notice, facilitating their transition to one of many other vendors of merchants’ choice, and immediately waiving monthly service fees and associated annuals.”

Amazon has not confirmed the number of employees working for Selz.

“This decision does not affect the talented and experienced Selz employees who are working hard to innovate and support merchant operations in their direct selling stores with the launch of Buy with Prime,” the spokesperson said.

Amazon last month unveiled Buy with Prime, a new program that will allow Prime members to purchase items from non-Amazon e-commerce sites just as they would from, including simplified checkout and delivery. shipping items the next day. It allows merchants to place a “Buy with Prime” button next to eligible items on their own e-commerce sites.

The move was seen by some analysts as a direct competitor to Shopify, which introduced its own shipping service. Shopify today announced that it will pay $2.1 billion to acquire logistics startup Deliverr.

Earlier this year, Amazon acquired Veeqo, a UK-based software company that offers inventory and fulfillment tools for e-commerce sellers on and other platforms.

Selz CEO and founder Martin Rushe is currently a director of Amazon, according to his LinkedIn profile.


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