The Amazon Imperative: Impacts and Opportunities on Manufacturers' Go-to-Market Priorities (B2B Marketing Series)

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With more than 70 percent of U.S. online product searches now starting on Amazon, the marketplace is not only an E-commerce site but has now become the central place where business and consumer buyers go first to research and discover products and brands. In the B2B sector, Amazon has already become one of the world's largest distributors, completing over $25 BN in sales in 2020. The competitive landscape for manufacturers has changed, and many do not realize it. What are the implications for marketers and executives of this shift? Should practitioners embrace the change and sell on Amazon, or stay away in favor of fully controlled marketing channels? Is this all or nothing, or is there a blended approach? And if manufacturers pursue the channel, what is required to maintain control and optimize?

Key Takeaways:

Learn the latest trends on what Amazon is doing in B2B, and why it is on track to dominate multiple industries
Determine the right path for your business for the Amazon marketplace, and how it can fit into a broader go-to-market program on digital channels
Discover various paths for approaching and selling products on Amazon
Learn ways you can approach Amazon and maintain control of brand and price, and limit channel conflict
Understand what is required to build a successful Amazon program, including optimizing for visibility on the marketplace's search engine