The Good, the Bad, and the Ugly of Resellers on Amazon

The Upside

In this episode, Zamir and Ali explore the complex world of resellers on Amazon, breaking down the good, the bad, and the ugly scenarios that brands face when dealing with third-party sellers. From businesses losing control of their listings to the opportunities resellers can provide, the duo leaves no stone unturned.

They discuss how resellers can be both a blessing and a curse, highlighting key challenges like loss of the buy box, pricing issues, and maintaining brand integrity. On the flip side, they look at how some brands can benefit from working with the right resellers and how to set up agreements that keep everyone aligned.

Whether you’re a brand manager navigating Amazon or an entrepreneur considering resellers as part of your e-commerce strategy, this episode is packed with actionable insights on how to control and optimise your brand’s presence on the world’s largest marketplace.

Key Takeaways:

• The Ugly: Brands can lose control of their listings and their buy box, leading to lost sales, dropped prices, and a devalued brand presence.
• The Bad: Losing the buy box often means brands can’t advertise, and resellers may not invest in brand growth or advertising.
• The Good: For brands without the capacity to sell on Amazon, resellers can help manage sales, provided there are clear agreements and revenue targets in place.
• Transparency Program: A powerful tool to help brands take back control of listings, though it comes at a cost.

Quote of the Episode:

“If you lose control of the buy box, resellers become an issue. If you control it, resellers aren’t a problem.” — Zamir