Under Armour asks if Amazon has become the preferred search engine for shoppers

Under Armour, the sporting-goods manufacturer, has made strategic use of Amazon, the e-commerce platform, as a sales driver.

Brands face a difficult tradeoff when it comes to selling products on Amazon’s ecommerce platform – namely, entrusting the consumer experience to a third party in exchange for accessing a massive potential audience.

Under Armour was “probably...

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