Amazon scares many consumer brands. It’s the world’s biggest marketplace so it cannot be ignored, but many businesses just don’t know whether to compete or collaborate.
According to Magento, 55% of customers start their search on Amazon and 50% of products sold globally on Amazon are from third party sellers. However certain brands, particularly in the luxury sector, have tried to resist what they see as a race to the bottom.
You can decide to exclude your brand but if you do, Amazon customers might choose a suitable alternative from one of your competitors. Once they have jumped ship, it’s going to be tough getting them back. Any margin you save by not selling on to Amazon, you are going to have to spend trying to re-acquire that customer anyway.
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