Amazon: Equal Opportunity Addiction - an Interview with Kiri Masters, Author "Amazon for CMOs"
Future Commerce · with Kiri Masters · September 13, 2019 · 50 min
Summary
This episode delivers critical insights for established brands navigating the complex Amazon ecosystem. Kiri Masters, author of 'Amazon for CMOs,' breaks down how Amazon functions as both a distribution and marketing channel, the challenges of competing on the platform, and the importance of understanding its ever-changing programs. It's a must-listen for mid-market and enterprise brands looking to optimize their Amazon strategy beyond basic order fulfillment.
Key takeaways
Amazon is not just a distribution channel; it's a powerful marketing channel requiring strategic engagement for established brands.
Many large, household-name brands are still underinvesting in their Amazon channel, viewing it merely as a fulfillment mechanism rather than a growth driver.
Be aware of Amazon’s dual narrative: while claiming to be "just a platform" for regulatory purposes, it explicitly owns the customer relationship, limiting direct brand-to-consumer interaction for sellers.
The wealth of information available on Amazon operating mostly caters to "wantrepreneurs," making it challenging for established mid-market companies to find relevant, high-quality strategic advice.
Amazon’s pay-for-performance advertising model can lead to an "addiction" for brands, similar to high customer acquisition costs on DTC platforms, without the benefit of direct customer data or retention strategies.
Brands and consumers alike are addicted to Amazon. In this interview Kiri Masters, Author of "Amazon for CMOs", joins us to talk about her new book launch, how brands are battling addiction to the big-A, how consumers are being lured in with everything from advertising to QVC-style programming, and how everyone from Lady Gaga to Mitsubishi are competing for your attention on the world's biggest store. Listen now!
What does this episode say about amazon & marketplaces?
Amazon is not just a distribution channel; it's a powerful marketing channel requiring strategic engagement for established brands.
What does this episode say about paid acquisition?
Many large, household-name brands are still underinvesting in their Amazon channel, viewing it merely as a fulfillment mechanism rather than a growth driver.
What does this episode say about dtc strategy?
Be aware of Amazon’s dual narrative: while claiming to be "just a platform" for regulatory purposes, it explicitly owns the customer relationship, limiting direct brand-to-consumer interaction for sellers.
What does this episode say about brand & content?
The wealth of information available on Amazon operating mostly caters to "wantrepreneurs," making it challenging for established mid-market companies to find relevant, high-quality strategic advice.
What does this episode say about amazon & marketplaces?
Amazon’s pay-for-performance advertising model can lead to an "addiction" for brands, similar to high customer acquisition costs on DTC platforms, without the benefit of direct customer data or retention strategies.
