Adobe ties up with Amazon to build D2C stores powered by Amazon's commerce and fulfillment tools

E-commerce giant Amazon was built on the concept of a large marketplace that could be the home for all online shopping, whether it was for items and services it was selling itself or those sold by third parties. Now -- capitalising on the new trend for direct-to-consumer (D2C) selling, it is partnering with Adobe to step up its efforts to play a role in even transactions beyond the Amazon.com web. Today, Adobe announced that it is working with Amazon on a new program called Branded Stores for Amazon Sellers, to create what they are describing as "branded storefronts" (not described specifically as websites) aimed at smaller merchants that have already been selling through Amazon (and possibly other marketplace platforms) to build their own first-party commerce experiences -- while still using some of the transaction and fulfillment tools of the Amazon ecosystem.