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Amazon acquires Selz, a Shopify competitor that helps small businesses build online stores


Amazon has bought Selz, a company that makes tools to help businesses launch their own online stores.

Amazon quietly acquired the e-commerce platform on Jan. 15, but it didn’t publicize the acquisition. Selz announced the deal in a company blog post

“We have signed an agreement to be acquired by Amazon and are looking forward to working with them as we continue to build easy-to-use tools for entrepreneurs,” Martin Rushe, CEO and founder of Selz, said in the blog post.

An Amazon spokeswoman confirmed the acquisition. The spokeswoman declined to disclose the terms of the deal. Representatives from Selz didn’t immediately respond to a request for comment. 

In recent months, Amazon CEO Jeff Bezos has zeroed in on Shopify, an e-commerce enabler that has seen its business skyrocket during the pandemic, as a competitor as consumers have turned to online retailers for both essential and non-essential goods during the pandemic. 


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