Thinking about Amazon as simply an e-commerce platform misses the point. Raghbir Rana, who runs marketplace enablement in the EU for a Wunderman subsidiary, Marketplace Ignition, helps brands to get onto Amazon. The platform is so important as to have fuelled an entire consultancy sector, which is unsurprising, but his insights are valuable for thinking about moving into Amazon, and about the way Amazon thinks about commerce. Rana is well placed to talk about the company, having worked there for five years.

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Amazon’s homepage in 1994

“Amazon works very differently,” according to Rana. Meetings, sign-offs, and traditional business plans are largely “out the window”. Instead, the company trades on data, having built systems that parse and manipulate and understand that information. Its aim has always been, and continues to be, keeping the customer at the centre.