Scale-up brands
This article is part of a series of articles from the WARC Guide to scale-up brands. Read more
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...