Katie McKee, founder of Morphology Consulting, explains how Amazon, retailers, and your branded site all fit together.
1:31 Why some brands have issues with Amazon
2:46 Amazon is not a retailer
5:04 Amazon scrapes pricing, deal with it
6:28 If your go to market is off, you'll likely make up for that in trade spend
7:29 Forecasting with retailers vs Amazon
8:40 Selling to traditional retailers presumes you'll run promotions
11:27 Amazon is a data platform
14:19 Amazon is rigid on operations
15:31 You need data people
15:52 ... all that free information ...
18:52 How to think about shoppers on Amazon vs brand store/site vs retailer
21:08 A brand store is not meant for revenue
22:48 A retailer is the third space ...
24:40 Example: deodorant!
26:47 Target doesn't punish you for not having stock. Amazon OTOH ...
28:45 One more example: furniture!
33:54 How to balance brand site, retailers, and Amazon
34:29 The 3 places where brands lose money