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

by James Thomson, Joseph Hansen

Brand executives face two key questions in addressing the Amazon 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 will 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 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.

156 pages, Kindle Edition

Published June 12, 2017

Reviews

[Karla Covarrubias · Rating 4 out of 5]

Si estás interesado en el algoritmo de posicionamiento, evaluación y ventas de Amazon, así como las estrategias para que tus productos en este marketplace puedan destacar, este es un gran libro para ordenar y entender todo lo necesario del tema.

Faltó poner superíndices que llevarán al glosario y no descubrirlo al final. Espero hagan esa mejora en una próxima edición.

Marcas mexicanas vendiendo en Amazon: les URGE leer este libro.

[Leanna Schwartz · Rating 5 out of 5]

SUPER insightful book. Read “the everything store” prior to this and found this one to be much more beneficial to read if you’re actually interested in learning the logistical side of Amazon and the multi-faceted nature of their business. As someone who works in sales/marketing for a brand, but also uses Amazon Prime weekly - it was incredibly interesting to understand the difference between being a brand VS a consumer when dealing with Amazon.

[Marek Dorsz · Rating 3 out of 5]

Great for beginners, to easy for experienced marketers.