Amazon Marketplace Dilemma: A Brand Executive's Challenge Growing Sales and Maintaining Control
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Specificatii
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 discuss throughout the book, the decision regarding
whether the brand will be sold on the Amazon marketplace is not
always solely within a brand's control. It's better to start 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 Dilemma. 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 determine a brand executive's issues, challenges and
priorities. Either option will impact the brand executive's ability
to control their brand strategies (e.g., pricing, brand content,
marketing, etc.), 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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