HOW AMAZON HELPS SMALL BUSINESSES THRIVE

Little upfront capital investment required.

With the advent of online marketplaces, specifically Amazon, many of the upfront capital investments are simply not required. A brand can begin with a single product offering in its catalog, later expanding when necessary. This reduces the risk of stale inventory.

Earlier, establishing a business was synonymous with deep pockets and an extensive network.

Additionally, e-commerce businesses can open virtual storefronts, and conduct business from websites, eliminating the high costs of buying/renting office space and maintenance. Because Amazon holds the majority of the eCommerce market share, with dedicated traffic and loyal customers, brands can take a low-risk approach to expand their product offerings. 

Online marketplaces and Amazon specifically, aid in helping small businesses to flourish by eliminating the requirement of substantial upfront capital to start a brand.

This approach  would not be viable for brick and mortar store only owners, as they need to have a variety of products to keep customer interest. However having an e-commerce storefront as well on Amazon, is the single most effective thing one can do to significantly boost and complement overall sales.