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Amazon Marketplace Dilemma: A Brand Executive’s Challenge Growing Sales and Maintaining Control

Amazon.com Price:  $23.40 (as of 08/05/2019 19:02 PST- Details)

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Description

Brand executives face two key questions in addressing the Amazon marketplace: 
1. Will the brand be sold on the Amazon Marketplace? 
2. If yes, then what distribution approach makes most sense for the brand? 

As we can discuss right through the book, the decision regarding whether the brand will be sold on the Amazon marketplace isn’t all the time solely within a brand’s regulate. It’s better to begin with the assumption that any popular brand’s products will eventually show up for sale on Amazon, whether the brand wants those products there or not. 

The second question is more complex for brand executives. At its core, this question represents a pivotal “fork in the road” that we call the Amazon Marketplace Catch 22 situation. That choice is: 

Sell TO Amazon vs. Sell ON Amazon 

Which of these paths a brand chooses–and the distribution strategy it employs in that domain–will resolve a brand executive’s issues, challenges and priorities. 

Either option will affect the brand executive’s ability to regulate their brand strategies (e.g., pricing, brand content, marketing, and the like.), to generate profits, and to create a stable cadence for managing activities on the Amazon marketplace channel. In our book, we uncover the many considerations involved in developing and implementing the right Amazon distribution strategy for a given brand.

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