With the surge in demand for services such as Shopify, Amazon is evidently rethinking its stance on its own role in the business. Shopify and other platforms like it give small to medium sized businesses a way to participate in e-commerce – a capability that became especially important in the year 2020, when the coronavirus pandemic forced many businesses to close their doors. Now, Amazon has acquired an Australian small-business platform called Selz. Analysts are saying that the acquisition signals Amazon's intent to re-enter the market very quickly.
Amazon has apparently changed its mind about selling multichannel services for small and medium businesses, an area it abandoned more than five years ago.