{"product_id":"amazon-marketplace-dilemma-book-joseph-hansen-9780998484600","title":"Amazon Marketplace Dilemma","description":"Brand executives face two key questions in addressing the Amazon marketplace: \u003cp\u003e\u003c\/p\u003e1.Will the brand be sold on the Amazon Marketplace? \u003cp\u003e\u003c\/p\u003e2.If yes, then what distribution approach makes most sense for the brand? \u003cp\u003e\u003c\/p\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. \u003cp\u003e\u003c\/p\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. \u003cp\u003e\u003c\/p\u003eThat choice is: Sell TO Amazon vs. Sell ON Amazon. \u003cp\u003e\u003c\/p\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. \u003cp\u003e\u003c\/p\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.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49710832779537,"sku":"GOR013771121","price":10.0,"currency_code":"USD","in_stock":false},{"title":"US \/ GOOD \/ SBYB","offer_id":50376555856145,"sku":"CIN0998484601G","price":3.98,"currency_code":"USD","in_stock":true},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":50376558215441,"sku":"CIN0998484601VG","price":4.16,"currency_code":"USD","in_stock":false},{"title":"US \/ WELL_READ \/ SBYB","offer_id":51821982023953,"sku":"CIN0998484601A","price":5.23,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0998484601.jpg?v=1786134654","url":"https:\/\/www.worldofbooks.com\/products\/amazon-marketplace-dilemma-book-joseph-hansen-9780998484600","provider":"World of Books ","version":"1.0","type":"link"}