Gillian Waddell, MD and Martin Knowles ask: If 72% of consumers use Amazon as a catalogue, who’s merchandising your brand? In case anyone was unclear on Amazon’s proposition, its website page describes itself as “Earth’s Biggest Selection”. If we want to buy it, Amazon will sell it. One function of this is that Amazon is also the world’s biggest catalogue. With a few simple clicks we can read product specifications, compare prices and assess other users’ product reviews of […]
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