How and when emerging CPG brands should launch on Amazon

Chris Moe and Jonathan Willbanks

This article explains how emerging CPG brands can scale through Amazon.

Amazon's already enormous presence swelled to such a degree during the pandemic that its importance to consumer goods brands is now far too large to ignore. Before, brand owners used to be asked the "Amazon question", and some would say it's not a priority, or not a good match for their brand. Nowadays, the answer to the question is much less of an "if", and more of a "how".

Success on Amazon is not just driven by ads. A large portion of the value comes from the work done before the product gets to Amazon and the product pages are...

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