Download Ebook Amazon Marketplace Dilemma: A Brand Executive's Challenge Growing Sales and Maintaining Control, by James Thomson Joseph Hansen
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Amazon Marketplace Dilemma: A Brand Executive's Challenge Growing Sales and Maintaining Control, by James Thomson Joseph Hansen
Download Ebook Amazon Marketplace Dilemma: A Brand Executive's Challenge Growing Sales and Maintaining Control, by James Thomson Joseph Hansen
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From the Inside Flap
THE AMAZON MARKETPLACE DILEMMABrand 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 AmazonWhich 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.
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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.Â
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Product details
Paperback: 154 pages
Publisher: Buy Box Experts; 2 edition (June 5, 2017)
Language: English
ISBN-10: 0998484601
ISBN-13: 978-0998484600
Product Dimensions:
6 x 0.4 x 9 inches
Shipping Weight: 8.6 ounces (View shipping rates and policies)
Average Customer Review:
4.9 out of 5 stars
13 customer reviews
Amazon Best Sellers Rank:
#197,220 in Books (See Top 100 in Books)
This is the absolute best book every Brand Manager doesn't know they need. There is so much to selling on Amazon that happens beneath the surface, so many decisions being made that you may not even be aware of. Complicating the matter is the breakneck speed Amazon is growing, evolving, and disrupting traditional distribution channels. This book is the road map you need.Every brand has different needs. James and Joseph clearly lay out how to identify and optimize for these needs when choosing among several specific distribution strategies. As a Marketing Consultant, I see brands every day that do not realize they have this choice, and let the momentum of their legacy distribution models determine how they are represented in the future - on Amazon.My main takeaway is that Amazon needs to be separated, controlled, and coordinated with your other distribution strategies. If you are not thinking of Amazon as its own beast, you are not taking advantage of all it has to offer - and it may be harming your brand equity.
The Amazon Marketplace Dilemma is a quick, essential read for brand owners and brand managers. Due to the amount of traffic and sales Amazon has, and the ease at which an individual can create an account and begin selling, at some point your brand will likely show up on Amazon, whether you want it there are not. To paraphrase James and Joseph, if you don't have an Amazon strategy, you don't have an overall strategy for your brand. The Amazon Marketplace Dilemma goes in-depth on the specific strategies and sales models that will help your brand manage pricing, distribution, and other key concepts of effective brand management. Highly recommended.
By far the most useful book on it’s topic. Well written. Very logically laid out. My hard copy is dogeared and highlighted. Only problem: Like Google, Amazon evolves constantly and has moved past some of the things in this book. I look forward to reviewing the authors’ updates to this material in due course. Brand managers: Here’s your book.
For those interested in selling on the Amazon Marketplace this is a great, instructive read, particularly around the pros and cons of various distribution strategies available on the channel, with insight into the many challenges brands may face, including actual seller examples.
As Amazon continues to change the retail landscape worldwide, budding online entrepreneurs like me, with meager resources can now seize the opportunity to market to the world (as we sit in front of our computers at our home office). While it was not even technically possible decades ago, Amazon made it all possible. But the hurried pace that this online selling revolution is morphing into, is so dizzying -it is hard for most of us to keep up and make selling in Amazon a viable sustainable venture. This book by James and Joe forces us to get out heads above the melee and see how things more clearly and appreciate how things are actually playing out in the Amazon marketplace. Sure, this book can scare you about Amazon’s predatory nature but it also provides you with knowledge that will not only dampen the fear but will give you tested tips on how to set yourself up for success as an Amazon seller.
Great book for amazon seller to learn in and outs of business
Full of useful info...
I work with companies to help them build and market their brands. Amazon has become a huge part of the distribution channel for many of these companies and it can be very confusing as to the right strategy to use. James and Joseph have helped clarfy this with their new book.I have been waiting for a book with this depth of knowledge to be written. I learned a lot more about selling on Amazon and I will be recommending it to all my clients.
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