Half of Amazon's purchases through its site are from small and mid-sized businesses, according to the industry giant. In a stunning move to show its support for the little guys, Amazon has launched "Amazon Storefronts" within several categories, including Back to School, Halloween and Pet Supplies. Not only that, but the Jewelry category has promoted brands such as Zoe Lev Jewelry and Jord watches. 

A press release from Amazon has revealed that their new program currently features 20,000 vendors with a combined 1 million products. However, launch appeared to be slow-going, since there were only 55 products listed with 12 “curated collections.”  

“We’ve created a custom, one-stop shopping experience for customers looking for interesting, innovative and high-quality products from American businesses from all across the country,” said Amazon VP Nicholas Denissen.

Amazon’s Small Business Impact Report has revealed that the company has helped small and mid-sized businesses create over 900,000 jobs around the world.

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