A number of respondents also said they had cut down on buying tech and gadgets (26%), bags and accessories (21%) and furniture and home products (20%) from traditional retailers in favor of D2C brands.

These goods—which include items like cleaning supplies and furniture—effectively compete with those from third-party sellers on Amazon Business. In April 2020, The Wall Street Journal reported that Amazon used data gathered from independent sellers on its platform to develop competing products, as well as price and market them.