Protect your brand on ecommerce marketplaces

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Ecommerce marketplaces can help brands add incremental sales — and build awareness. The more avenues on which the consumer sees your brand, the more recognizable it becomes. As your brand gains recognition, consumers will remember it and will be more likely to purchase. But selling on ecommerce marketplaces could backfire without careful execution. Keep a watchful eye on Amazon and the other marketplaces to control your brand. Fixing problems after the fact is a nightmare and, in some instances, impossible. I have become very familiar with this because it involves a brand I’m working to improve. This omnichannel brand is focusing on sales from its ecommerce site and from Amazon. Historically, the brand was more concerned with its overall retail coverage. […]

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