In this episode of the Amazon Seller School podcast, the intricate dynamics between brands and resellers on the Amazon platform take center stage. The discussion kicks off with an introduction to Robyn Johnson, a seasoned expert in Amazon sales and marketing. It then delves into the reasons why brands often have reservations about resellers, including concerns over liability, loss of control regarding listings and pricing, and the unpredictability of growth.
As the conversation progresses, it highlights effective strategies for fostering successful collaborations between brands and resellers. Key elements include maintaining transparency, open communication, and aligning on goals that benefit both parties—such as sharing advertising costs to boost product rankings.
The episode also considers alternative marketplaces for brands looking to expand beyond Amazon, with Walmart emerging as a notable contender. A crucial takeaway is the necessity of grasping customer buying intent across various platforms, which is essential for refining sales strategies.
