AMAZON PULLS THE RUG

With the exception of a few larger volume sellers, Amazon is shifting away from the retailer model by limiting their wholesale partnerships to the most impactful partners. The rules of the consumer economy are changing faster than ever. Some of these changes have had dire consequences, especially for independent retailers and challenger brands. Thi... See more

Amazon’s affiliate marketing community is another cohort that undermines Amazon’s quest to increased profitability. And while Amazon may never retract the program in its entirety, it’s very possible that a reduction in commissions will follow as their own demand gen operation shifts into high gear

Amazon is at a crossroads and like the brands who depend heavily on Instagram or Facebook.com, the rule of online retail is multichannel diversification. The product manufacturers and brands who keep up an even-handed approach to acquisition will not be impaired when one channel determines their fates for them.