Brands That Once Avoided Amazon.com Now See No Alternative to Selling There
Before the coronavirus pandemic, many brands steered clear of Amazon. They felt they could rely on their own websites and deals with brick-and-mortar retailers to grow sales, and they were wary of the online retailer’s practices. Now, as brick-and-mortar stores close, some never to reopen, those same brands are reluctantly turning to Amazon, seeing in the online giant their only chance of surviving the crisis.
“Brands are absolutely terrified to be reliant on Amazon right now, but they have no other choice,” says Cowan, an account manager at Streiff Marketing. “Amazon has been the one place where brands in all categories have said we have to double down.”