242: William Fikhman — Navigating Amazon’s Complex Marketplace

Jan 13, 2021

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Let’s talk about Amazon. If you’re impacted by e-commerce or thinking about getting into this space, this is one tech giant you shouldn’t ignore. Today’s guest knows how to win in the world of Amazon.

William Fikhman is the Founder and Chief Strategy Officer at Amazzia, a firm that helps brands navigate the complex world of the Amazon marketplace. With over 16 years of experience, William has helped hundreds of brands thrive, and understand, this complex ecommerce channel.

From 2009 to 2016, selling things on Amazon was kind of the Wild Wild West. Everyone was buying what they could, where they could, flipping products, etc. Amazzia was trying to find their footing then when they struck gold in 2016 and pivoted into more of a brand management business.

Amazzia’s typical client is usually a brand or product that has zero control over how Amazon is ranking them. Because of the way the marketplace is set up, you don’t always know if you’re getting the right product or a fake one.

Amazon doesn’t suffer when this happens, the brand does because consumers think their product has gone down in quality. Amazzia’s role is to make sure the brand has 100% control over how their product is being distributed and that there are no bad actors in the space.

Brands are essentially outsourcing their Amazon operations to Amazzia and use their services to become fully optimized in the Amazon space without having their products misrepresented or stolen. Amazon has its own ecosystem and you need people who understand it if you really want to thrive in this marketplace.

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