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

Thomson, James; Hansen, Joseph

Softcover

ISBN 10: 0998484601 ISBN 13: 9780998484600

Publisher: Buy Box Experts, 2017

Synopsis

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.

About this title

From the Inside Flap:

THE AMAZON MARKETPLACE DILEMMA


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 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 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.

From the Back Cover:

What does it take for a brand to control how it is distributed, priced and presented on the Amazon marketplace?
 
As consumers thinking about the Amazon marketplace, we are often drawn to the great selection at prices commonly lower than other online or offline retail sites.Yet for brand executives, the Amazon marketplace can be the source of never-ending frustration  and perceived lost opportunities.
 
In this ground-breaking book, Thomson and Hansen develop a clear path for executives to take back control of their brands on the Amazon marketplace. By laying out the key issues that brand leaders all too often don't adequately  understand, the authors bring clarity to a complex set of issues involving profits, pricing, access to product, and the consistent messaging of the brand. 

About this edition

• Publisher: Buy Box Experts
• Publication date: 2017
• ISBN 10: 0998484601
• ISBN 13: 9780998484600
• Binding: Paperback
• Edition number: 2
• Number of pages: 154