The Amazon Marketplace Dilemma

You’ll Learn How To:

Develop and roll out an online reseller policy that can help you select and align authorized sellers to represent your brand.
Implement brand standards to ensure consistency across all online marketplaces.
Align your internal stakeholders and authorized sellers to support a sales strategy that addresses the unique pressures of online marketplaces.

What does your brand need to succeed on Amazon?

The Answer: Brand Control and Margin Growth

Which of these paths a brand chooses—and the distribution strategy it employs—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.

In The Amazon Marketplace Dilemma, James Thomson and Joseph Hansen uncover the many considerations involved in developing and implementing the right Amazon distribution strategy for your brand.

The decision to sell your brand’s products on the Amazon marketplace isn’t always solely within your control. It’s better to start with the assumption that if your products are popular, they will eventually show up for sale on Amazon—whether you want them 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: