{"product_id":"9780998484600","title":"Amazon Marketplace Dilemma: A Brand Executive's Challenge Growing Sales and Maintaining Control","description":"Brand executives face two key questions in addressing the Amazon marketplace: \u003cp\u003e1. Will the brand be sold on the Amazon Marketplace? \u003c\/p\u003e\u003cp\u003e2. If yes, then what distribution approach makes most sense for the brand?\u003c\/p\u003e\u003cp\u003eAs 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. \u003c\/p\u003e\u003cp\u003eThe 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. \u003c\/p\u003e\u003cp\u003eThat choice is: Sell TO Amazon vs. Sell ON Amazon. \u003c\/p\u003e\u003cp\u003eWhich 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. \u003c\/p\u003e\u003cp\u003eEither 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.\u003c\/p\u003e","brand":"Buy Box Experts","offers":[{"title":"Default Title","offer_id":47036254060784,"sku":"9780998484600","price":24.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780998484600_p0.jpg?v=1763942357","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780998484600","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}