It is hard to see how a competing comics distribution platform could be useful to Google or Apple without Marvel in its catalogue. The exclusive deal with Marvel is a major competitive advantage. More importantly, Marvel comics are the gateway to merchandise and media franchises worth billions-something that Amazon certainly understands.

Marvel dominates the single-issue market with a 41% dollar share and a 43% unit share, according to the most recent industry statistics. In June Amazon announced that Marvel had extended its exclusive distribution deal with Comixology (adding 12,000 periodicals to Amazon) for single issues, covering both the Comics by Comixology and Kindle reading platforms. One advantage of buying comics directly from white-label publishers is that they also show up in customers’ Comixology libraries. Consumers can also buy through the publishers’ apps, most of which, until recently, used a “white label” implementation of Comixology’s platform-meaning that Comixology powers the back-end of many publisher branded apps-as the infrastructure for their storefronts. They can buy through competing services such as iVerse ComicsPlus and Madefire, or buy single issues and collected editions directly from Apple and Google. Though the move sparked some outrage from digital pundits, most customers rapidly adapted to making purchases through the website.Ĭonsumers wanting in-app purchasing for new comics, however, still have options. Immediately following the acquisition, Comixology disabled in-app purchasing in iOS and Android, cutting out the 30% commission paid to the platforms. Now the online giant is taking steps to protect its dominant position from rivals such as Apple, Google, and independent-minded publishers that prefer to support a variety of e-tailers. The digital comics market crossed the $100 million sales threshold in 2014 (according to pop culture trade news site ICv2), and purchases from Amazon, following its acquisition of Comixology last year, could account for as much as 90% of it.

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