Why Control Is Key

While your model to sell on Amazon is a critical choice to make, any of them can work well, as long as it’s a good fit for your company and goals. 

But whatever the choice you make, a critical aspect you need to have clarity about is: who has control over the channel?

Lack Of Control Creates The Mess

If nobody has tight control on Amazon, it invariably devolves into a jungle. As we said before, Amazon is one store, and should be run like one.

With many players and no one in charge, this happens:

• Your catalog and listing content are all over the place, creating customer confusion and devaluing your brand;
• Sellers competing amongst each other introduce MAP violations, price instability, and fulfillment issues;
• Any marketing strategy is invariably fragmented and suboptimal, with nobody seeing the big picture.

The result? Customer issues, brand damage, and no growth.

A Controlled Channel Can Grow

All the problems above stem from the same root causes: internal competition, and the fragmentation of control and strategy.

On the flip side, if someone is in complete control, then:

• Your catalog, pricing, and brand content is managed, stable, and consistent, representing your brand at its best.
• Full view of sales and stock data can be used to guarantee your products stay in stock, across your lines.
• They can run an optimized marketing strategy, with an accurate view of the complete data, and own the results.

One party should be in control of your strategy. But it should also be the right one, with the expertise to run a winning Amazon strategy.

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