#1 new release in “Business Consulting” on Amazon.com (6/19/2017)
What does your brand need to succeed on Amazon?
The Answer: Brand Control and Margin Growth
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:
Sell to Amazon
Sell on Amazon
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.
James Thomson was formerly head of Amazon Services, the division of Amazon responsible for recruiting tens of thousands of sellers annually to the Amazon marketplace. He also served as the first Fulfillment by Amazon (FBA) account manager. Prior to Amazon, James was a management consultant and banker. He holds a bachelor of science from University of Alberta, an MBA from Vanderbilt University (Owen School), and a Ph.D. in marketing (B2B pricing and distribution) from Northwestern University (Kellogg School). James has published or contributed to more than 20 articles and podcasts on e-commerce issues, and guest lectured at more than a dozen top business schools around the world.
Joseph Hansen is a seasoned entrepreneur and e-commerce expert. He has founded and sold four brand companies. In 2012, Hansen founded Buy Box Experts, a consultancy supporting brands on Amazon. Buy Box Experts provides strategic-level advisory services to help executives and management teams develop an Amazon strategy to control online brand equity, stabilize pricing, and improve product sales. The company also provides full-service account management to help organizations entirely outsource the day-to-day operations of their marketplace channels. By developing an innovative marketplace optimization strategy for e-retailers, Joseph has created an invaluable toolkit for brands looking to grow and control their e-commerce operations. He holds a Bachelor’s degree in Exercise Science from Brigham Young University.
Invitation to Share Your Brand Story with Us
If you run a brand that has sold on the Amazon Marketplace, and have experienced unique challenges and/or successes gaining control of your brand content, pricing, distribution, catalog selection or inventory levels, please fill out the form below. We want to share the stories of many brands that have had different experiences handling the Amazon marketplace channel. We will remove your company name, while highlighting your key learnings for benchmarking purposes.