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Market Size & Growth

● Amazon: The global leader with hundreds of millions of active users and an established reputation as the “everything store.” It’s the default platform for online shopping.

● Target.com: Smaller but growing rapidly, especially after the pandemic accelerated digital shopping. Target leans on its strong U.S. retail presence and loyal customer base. Its online sales growth has consistently outpaced industry averages in recent years.

● Takeaway: Amazon gives you scale, while Target.com gives you exclusivity and brand association with a trusted retailer.

Marketplace Model

● Amazon: Open marketplace where almost any seller can join. This creates massive opportunity but also intense competition.

● Target Plus (Target+): Target.com operates on an invite-only marketplace model. Sellers cannot simply sign up — Target handpicks partners to ensure quality, brand alignment, and reliability.

● Result: Amazon is about competition and visibility, while Target.com is about exclusivity and partnership.

Ranking Algorithm

● Amazon: Heavily influenced by sales velocity, click-through rate, conversion rate, and keyword relevance. Success snowballs with performance.

● Target.com: Focused more on product relevance, brand fit, inventory, and competitive pricing. Since fewer sellers compete on Target, ranking is less about aggressive bidding wars and more about meeting Target’s merchandising standards.

Advertising & Advertising

● Amazon Advertising: A robust ecosystem with multiple formats (Sponsored Products, Sponsored Brands, Sponsored Display, DSP). It’s essential for scaling visibility and driving organic rank.

● Target Roundel (Target’s Ad Platform): Target has its own ad network that spans Target.com, in-store, and external placements. While not as advanced as Amazon, it allows integration across Target’s omnichannel ecosystem.

● Takeaway: Amazon ads are hyper-competitive but necessary. Target ads are niche-focused and help sellers align with Target’s loyal customer base.

Fulfillment Options

● Amazon: FBA (Fulfillment by Amazon) is the gold standard in e-commerce logistics. Prime eligibility makes a huge difference in conversion rates.

● Target: Uses its own fulfillment network, leveraging stores for same-day pickup, curbside delivery, and shipping. This omnichannel advantage appeals to U.S. shoppers but is less global than Amazon’s reach.

Customer Demographics

● Amazon Customer: Broad and global. Prime members expect speed, variety, and convenience.

● Target Customers: U.S.-based, middle to upper-income households, value-driven but style-conscious. They’re brand-loyal and trust Target’s curation.

What Sellers Should Consider

● Amazon: Best for scale, speed, and aggressive growth.

● Target.com: Best for established brands that want prestige and exclusivity. Getting into Target Plus is harder, but competition is significantly lower.

Final Thoughts

Amazon and Target.com aren’t interchangeable — they serve different purposes. Amazon gives you reach and data; Target.com gives you credibility and exclusivity.

At Sell Harbor X, we help brands optimize their Amazon growth while guiding them toward opportunities like Target Plus. By understanding each marketplace’s strengths, you can position your brand for both scale and trust.