Why “Amazon will never do something like this” is not a good justification for an Amazon strategy
With this paper, there is finally a basis which serves to explain the advantages and disadvantages of Amazon in a structured fashion. Due to its strong growth and negotiating power, Amazon has proven that is has indeed become its very own market. The competition in e-commerce is increasingly becoming supplementary and this fact has led to very strong conflict of interest among the affected manufacturers and retailers. E-commerce strategies, which were considered promising two to three years ago, are suddenly being nullified by Amazon’s market power. The question is no longer “with or without Amazon,” but rather “what can I do there?” The authors manage to guide us through the jungle of options with some entertaining anecdotes and have a lot of exciting insider information about how to optimize selling on Amazon.