Amazon is a behemoth but in many ways, it’s a surprise that its functional. It makes TV shows, sells washing powder, delivers computing horsepower to thousands of firms and is moving into healthcare. Its profits are negligible yet it’s the 3rd most valuable company on the planet. Its even auditioning a couple of dozen US cities in a corporate Battle Royale to find a location for its HQ2, which is effectively a race to the bottom thanks to cities falling over themselves to give Amazon vast tax breaks that it doesn’t need.
Much of the marketing press have been enthralled by this stunt, with Adweek, the usually sensible marketeers trade bible describing it as a ‘brilliant little stunt’. However, it feels like this is at best a bit of a mis-hit and at worse, an incredibly ill-thought and inappropriate stunt that perpetuates some of the myths around counterfeiting.
With the news last week from Earnst Research that Amazon had once again cornered the e-commerce market over the holiday period, one would think this can only be good news if you are a brand who sells on there.
But should you sell to Amazon or on Amazon, or forgo the retail behemoth altogether as some brands choose to do?
CEO of VerifiR, Jurgen Schmerler was invited onto BISTalk Radio to discuss the future of retail and what role cellphone's and NFC will play.