Amazon's size and scale make it impossible to ignore for consumer brands. Even if brands decide to not sell their products directly on Amazon, third-party sellers will most likely emerge. This requires brand managers to take a careful and thoughtful approach to how they engage with the eCommerce behemoth.

Especially for small brands, Amazon is a welcome platform giving them not just another outlet to sell their wares, but an important partner due to its size, scale, and prominence. However, for larger brands, selling on Amazon is a potential risk, as it can be difficult to control how the brand is presented and ultimately perceived by customers. So while smaller brands tend to rely on Amazon as a growth engine, larger brands typically establish other channels such as retail partnerships and their own direct-to-consumer sites to sell products. These larger brands want to ensure that Amazon is not cannibalizing these other channels, but rather adding to their total sales. We examined a few case studies to better understand the dynamics of selling on Amazon. Similarweb's Shopper Intelligence platform allows us to uncover the data that illustrates the opportunities and potential pitfalls of managing your brand on Amazon.