In the past 20 years, the growth of the Amazon marketplace has created complex, new challenges that most brand executives don’t know how to address effectively. As an “open marketplace”, Amazon welcomes millions of sellers that offer products to hundreds of millions of customers. The marketplace is full of unauthorized sellers that impose on the brand executive’s ability to maintain stable prices across all channels. And any marketplace seller has the ability to create online brand content that is often not aligned with what the brand executive is seeking to populate across all channels. At the same time, Amazon’s central access to so many ready-to-buy customers has created advertising opportunities that most brands haven’t yet worked effectively into their overall marketing strategies.
Brand Authority Summit is an educational conference bringing together leading practitioners sharing best practice on the strategic issues of a) branding control, b) channel control, and c) online advertising so as to help answer these two questions for brand executives:
Brand Authority Summit is brought to you by Emerald Expositions and the team that created the largest conference for Amazon marketplace sellers. The event takes place September 18-20, 2019 in Las Vegas.
James Thomson is a partner at Buy Box Experts, a managed services agency supporting brands selling online. Earlier, he served as the business head of Amazon Services, the division of Amazon responsible for recruiting tens of thousands of sellers annually to the Amazon marketplace. He also served as the first Fulfillment by Amazon (FBA) account manager. Prior to Amazon, James was a management consultant and banker.
In 2015, James co-founded the Prosper Show, a continuing education conference for large Amazon sellers, and in 2017 published the book “The Amazon Marketplace Dilemma”, designed for brand executives seeking to control their brands on the Amazon marketplace.