Commerce Today

Episode 144: The Amazon Dilemma: Winning on Marketplaces Without Killing Your Brand

October 7th, 2025  |  21 mins 25 secs

amazon profitability, amazon strategy, brand protection, channel friction, channel metrics, dtc, ecommerce, ecommerce growth, inventory management, marketplace management, marketplace optimization, multi-channel sales, profitability, retail strategy, vendor management

For many brands, selling on Amazon isn't a choice—it's a necessity. But it's a double-edged sword. The volume is massive, but the risks are real: margin erosion, brand dilution, and the danger of cannibalizing your own DTC sales. The question isn't if you should be on marketplaces, but how you do it profitably and on your own terms. This episode provides a strategic framework for navigating the Amazon dilemma. Learn how to manage channel friction, why real-time inventory is non-negotiable, and which metrics truly define success in a multi-channel world. It's time to treat Amazon not as a sales channel, but as a powerful vendor you need to control.