Company A had a complex distribution model which handed direct sales to 3rd parties whilst they focused on product and brand development. They developed a plan to take more of the value chain by selling directly. Amazon presented unique challenges with many resellers selling an array of their skincare and beauty products.
This presentation charts our process, wins and failures as we attempted to compete and dominate the buy-box without getting into a price battle. I’ll share what this story means for brands as they consider Amazon and also what it means for resellers who can expect to see more and more brands to invest in Amazon.