This article talks about how brand owners (marketing folks) have a love-hate relationship with Amazon. Amazon customers don't typically go onto pages 2,3, etc. however it's not clear as to how Amazon displays results (black box algorithm). Moreover, being the first result is a huge advantage for products.
Read more: http://www.adweek.com/news/technology/why-its-so-hard-brands-get-noticed-amazon-161429
1 comment:
You bring up a great point. This is one of the many reasons that certain established companies, like CPG players, are not jumping to sell on e-commerce the way smaller players might since they don't have the retail distribution channels that the giants do. It's a bit of a black box and the opportunity is there, but not enormous relative to the rest of CPG big business.
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