Sell Direct-to-Consumer or Through Amazon? (HBR Case Study)

Publication Date: March 01, 2019

For a company that’s trying to reach more customers, selling on Amazon might seem to be a no-brainer. But there are plenty of risks: A firm might get dragged into a price war with low-cost competitors, and Amazon, not the firm, will own the data on customers–and could use it to create its own competing products. In this fictional case study, the head of marketing at a young e-bike maker thinks through the pros and cons of selling on Amazon and of sticking with a direct-to-consumer strategy, and considers the long-term implications of each for his brand. For teaching purposes, this is the case-only version of the HBR case study. The commentary-only version is reprint R1902Z. The complete case study and commentary is reprint R1902M.

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Sell Direct-to-Consumer or Through Amazon? (HBR Case Study)

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