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While there are a lot of similarities and a few dissimilarities, the Seattle-based firm clearly has the first-mover advantage.

Online sellers, major brands and ecommerce platforms are gearing up for robust sales through the festive season, as the online shopping ecosystem shakes off a relatively muted first half of the year, industry executives said.

Sales in terms of gross merchandise value are likely to be between $9.7 billion and $11 billion this festive season, rising roughly 15-16% from a year earlier, according to data. Companies are betting on premiumisation and non-urban markets.

Sales in terms of gross merchandise value are likely to be between $9.7 billion and $11 billion this festive season, rising roughly 15-16% from a year earlier, according to data. Companies are betting on premiumisation and non-urban markets.