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Why Companies Decide to Sell on Amazon—or Not

HBR IdeaCast

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Navigating Amazon: Strategies for Brands

This chapter examines the vital decision of whether brands should sell on Amazon, given its significant stake in U.S. online retail. It discusses the complex strategies required for successful engagement on the platform, including challenges like margin compression and shipping logistics. By comparing Amazon to other retail giants like Walmart, the chapter highlights the critical factors brands must consider in building their online presence and maintaining customer loyalty.

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