Making loans to the small businesses selling through its website seemed like a straightforward win for Amazon.

After all, the US tech giant has granular trading data to help it assess the credit worthiness of the millions of independent sellers on its site.

But eight years after it launched, Amazon Lending, which offered annual loans at interest rates of between 6 per cent and 17 per cent, is languishing.

In the last two years, growth has slowed significantly — outstanding loans almost doubled between the end of 2015 and end of 2016, to US$661 million ($1 billion), yet growth fell

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Consumer credit