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"If we can get this for under 10 bucks, it's a home run." "We're getting it for 11 bucks," Vagenas said. "But we're going to be number one on this product--and it's ranked 1,451 in all of personal care, number two in vitamins. While the Seattle-based giant still sells the most popular items on the site itself, Marketplace sellers now ship nearly half of the products--about two billion items each year, all told--and those sales are growing twice as fast as Amazon's, according to the consultancy Channel Advisor. 500 list of America's fastest-growing private companies, something stood out about the retailers. They build their businesses on platforms--e Bay, Walmart.com, Overstock, and especially Amazon.

As you click and shop, a battle rages in that little box, fought every day by entrepreneurs like Vagenas and Tramunti on practically every one of Amazon's 410 million product pages.

Mastronardi soon joined them to help run the numbers.

As they hammered out kinks, they discovered that selling on a platform like Amazon was totally different from running their drugstore or even a standalone website. You could fill a book with all the differences, of course, but the big one was: They could sell whatever they wanted, at whatever price, for whatever period of time.

He's 33 years old and hefty, with a two-day scruff and a faded T-shirt wrapped around his torso. Blackberry nectar." He took it to his desk and brought up its product page. He pursed his lips and calculated the shipping cost in his head: "

"If we can get this for under 10 bucks, it's a home run." "We're getting it for 11 bucks," Vagenas said. "But we're going to be number one on this product--and it's ranked 1,451 in all of personal care, number two in vitamins. While the Seattle-based giant still sells the most popular items on the site itself, Marketplace sellers now ship nearly half of the products--about two billion items each year, all told--and those sales are growing twice as fast as Amazon's, according to the consultancy Channel Advisor. 500 list of America's fastest-growing private companies, something stood out about the retailers. They build their businesses on platforms--e Bay, Walmart.com, Overstock, and especially Amazon.

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"If we can get this for under 10 bucks, it's a home run." "We're getting it for 11 bucks," Vagenas said. "But we're going to be number one on this product--and it's ranked 1,451 in all of personal care, number two in vitamins. While the Seattle-based giant still sells the most popular items on the site itself, Marketplace sellers now ship nearly half of the products--about two billion items each year, all told--and those sales are growing twice as fast as Amazon's, according to the consultancy Channel Advisor. 500 list of America's fastest-growing private companies, something stood out about the retailers. They build their businesses on platforms--e Bay, Walmart.com, Overstock, and especially Amazon.

As you click and shop, a battle rages in that little box, fought every day by entrepreneurs like Vagenas and Tramunti on practically every one of Amazon's 410 million product pages.

Mastronardi soon joined them to help run the numbers.

As they hammered out kinks, they discovered that selling on a platform like Amazon was totally different from running their drugstore or even a standalone website. You could fill a book with all the differences, of course, but the big one was: They could sell whatever they wanted, at whatever price, for whatever period of time.

He's 33 years old and hefty, with a two-day scruff and a faded T-shirt wrapped around his torso. Blackberry nectar." He took it to his desk and brought up its product page. He pursed his lips and calculated the shipping cost in his head: "$1.89," he muttered. "He just gave me a crazy product right now," Tramunti said. Unlike e Bay, where each vendor maintains a separate listings page, Amazon tidily groups its Marketplace sellers by item, hiding away the inferior offers, to showcase the best deals up front.

But he held the lip balm in his paw carefully, inspecting its lollipop-purple-swirl case like a savant. He pointed to his screen: The vitamins already had 201 Amazon reviews. " Whatever you want to call it, within hours, Pharmapacks would be the number-one seller on Amazon for both of those products--a ranking it would hold for weeks. The next time you buy some humdrum product on Amazon, pause for a moment and check the Other Sellers listed on the right side of the page. (In seller parlance, landing the number-one spot is called "getting the buy box.") What looks so clean on your screen obscures the messy and massive jungle of the Marketplace: There are now more than two million sellers on Amazon. That's because, these days, such retailers don't use their own sites much.

While other platform retailers have identified a niche opportunity and capitalized--search Amazon for horse brushes or pickle ball paddles and you can buy from two other Inc.

.89," he muttered. "He just gave me a crazy product right now," Tramunti said. Unlike e Bay, where each vendor maintains a separate listings page, Amazon tidily groups its Marketplace sellers by item, hiding away the inferior offers, to showcase the best deals up front.

But he held the lip balm in his paw carefully, inspecting its lollipop-purple-swirl case like a savant. He pointed to his screen: The vitamins already had 201 Amazon reviews. " Whatever you want to call it, within hours, Pharmapacks would be the number-one seller on Amazon for both of those products--a ranking it would hold for weeks. The next time you buy some humdrum product on Amazon, pause for a moment and check the Other Sellers listed on the right side of the page. (In seller parlance, landing the number-one spot is called "getting the buy box.") What looks so clean on your screen obscures the messy and massive jungle of the Marketplace: There are now more than two million sellers on Amazon. That's because, these days, such retailers don't use their own sites much.

While other platform retailers have identified a niche opportunity and capitalized--search Amazon for horse brushes or pickle ball paddles and you can buy from two other Inc.

As soon as one crackled into shape, he grabbed the next, 15 times a minute. Originally, Vagenas and Tramunti and another friend ran a pharmacy in the South Bronx.From there, you can see the new World Trade Center, but otherwise the glitz of Manhattan might as well be a thousand miles away. (La Guardia Airport is across a nearby inlet.) The closest neighbor is a vast parking lot jammed with Time Warner Cable vans. The in-house sourcing expert knows how to get suppliers to go lower. His fascination with figuring out precisely what to charge for products led to the insights that drive the Pharmapacks system the guys call the Master Brain. He joined his old friends Vagenas and Tramunti shortly after they took their business online.Pharmapacks' warehouse has a different name on the sign out front.Vagenas, a problem solver at heart, loved turning Tramunti's tricks into rules. But that's all chump stuff when you have a Master Brain.He and the team had a developer code the tactics into algorithms, and baked them right into their proprietary software. "We can make listings in seconds," Tramunti boasted.

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He toyed with different pricing strategies, figuring out formulas for how much they could charge for certain products and still get the sale. They protect it the way a star pit master guards the recipe for his barbecue's rub. He showed me the You Tube clip of the scene in which Johnny Depp, who plays the kingpin drug smuggler in the film, has his product tested by a black-market chemist--who goes gaga over its off-the-charts purity. We've got the Colombian cocaine of algorithms," a proud Tramunti declared. Neighbors began complaining about the never-ending stream of UPS and postal trucks.

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