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

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.

• The Amazon Expansion Plan: Learn how to skyrocket your sales, sell globally and make your brand an international success
• The Amazon Roadmap: How Innovative Brands are Reinventing the Path to Market
• Profit First for Ecommerce Sellers: Transform Your Ecommerce Business from a Cash-Eating Monster to a Money-Making Machine
• Become a Bestseller on Amazon.com; Vendor Central and Seller Central FBA Sales Strategy for Beginner to Intermediate Sellers
• Ultimate Guide to Amazon Advertising
• Amazon Selling Secrets: How to Make an Extra $1K - $10K a Month Selling Your Own Products on Amazon
• Profit First: Transform Your Business from a Cash-Eating Monster to a Money-Making Machine
• The Ultimate Sales Letter: Attract New Customers. Boost Your Sales.
• Sell on Amazon: A Guide to Amazon's Marketplace, Seller Central, and Fulfillment by Amazon Programs
• Flywheels and Feedback Loops: A Guide to Success for Amazon Private-Label Sellers