Stratechery The Anti-Amazon Alliance
Apr 28, 2020
Unconventional PR tactics during the pandemic reshaped retail, with Google helping retailers sell online. The shift from traditional advertising to digital is explored, focusing on buyer-centric marketing. Amazon's private label practices reveal a trust dilemma, contrasting with Shopify's customer connection strategies. The evolving retail landscape highlights new partnerships, as Google works with Shopify to empower small retailers amidst Amazon's dominance and regulatory challenges.
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BASIC's COVID Connection
- A PR pitch absurdly linked the 55th anniversary of BASIC to the COVID-19 pandemic.
- It claimed BASIC's purpose was to bring people together, relevant during social distancing.
Google Shopping's Free Listings
- Google used the pandemic to justify making Google Shopping listings free.
- Ben Thompson argues this change is unrelated to the crisis and signifies Google joining the "anti-Amazon alliance."
Shelf Space Dominance
- Shelf space was crucial for CPG companies, offering distribution and discovery.
- Swiffer's launch leveraged P&G's existing relationships with retailers.