Controlling & Defending Your Brand on Amazon in 2023

2023-01-18

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For many years big brands and manufacturers have taken a passive approach to Amazon, allowing resellers to sell their products on the platform provided they abide by MAP.But the reality is that Amazon is unlike any other sales channel. Failing to control and defend your brand can have devastating consequences well beyond the platform.To highlight this point, many sellers will start their product research on Amazon, even if they buy from another website or a brick-and-mortar store. If no other reason we give you in this...

For many years big brands and manufacturers have taken a passive approach to Amazon, allowing resellers to sell their products on the platform provided they abide by MAP.

But the reality is that Amazon is unlike any other sales channel. Failing to control and defend your brand can have devastating consequences well beyond the platform.

To highlight this point, many sellers will start their product research on Amazon, even if they buy from another website or a brick-and-mortar store. If no other reason we give you in this episode persuades you, then this one should.

The only way to gain control of the marketplace is to establish yourself as the only seller of your brand on Amazon. Allowing multiple resellers creates additional complexities and ultimately harms your business and your customers.

The question then is, why don’t brands do it?

The HUGE obstacle brands face is the internal belief that it’s okay to let resellers stay on the Amazon Platform. They view themselves as only B2B.

In this episode, Jason and Shannon break down the false beliefs behind this mindset and why being the only seller of your brand on Amazon is the best and only way to succeed.

Key Takeaways

- Why brands are unwilling to enforce channel control (03:03)

- Why MAP is not a channel control strategy (05:03)

- Obstacles brands face on Amazon (07:58)

- Profitability on Amazon vs. other channels (09:14)

- The distributor model is dying (10:53)

- Problem with allowing multiple sellers of your product on Amazon (12:26)

- Advertising attribution issues with multiple sellers (14:41)

- Value of having a direct relationship with consumers (19:42)

- If you’re not on Amazon, you’re totally susceptible to counterfeiters (22:02)

- The benefits of controlling your brand (24:39)

Additional Resources:

- Schedule a FREE consultation with the Ave7 team

- Grab the FREE Amazon Seller Central Checklist

- Get the book “The Amazon Jungle” book by Jason Boyce

- Learn more about Avenue 7 Media

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Day 2 Podcast has a goal of helping Amazon sellers learn how to launch, grow and protect their brand on the world's largest online marketplace (and beyond).

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