Why Companies Decide to Sell on Amazon—or Not

It's a dilemma facing more and more brands: should you sell your goods on Amazon? It's the most visited e-commerce platform in the U.S. and the dominant retailer in 28 other countries. But that reach comes at a price. There are downsides like costs, competition, and lack of data. Ayelet Israeli is an associate professor at Harvard Business School and a coauthor of the HBR article "Should Your Company Sell on Amazon?" She talks through step-by-step how businesses can decide whether Amazon is right for them.

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HBR IdeaCast
Episode 872

Why Companies Decide to Sell on Amazon—or Not

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A conversation with HBS professor Ayelet Israeli weighing the pros and cons of the e-commerce platform.

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August 23, 2022

It’s a dilemma facing more and more brands: should you sell your goods on Amazon? It’s the most visited e-commerce platform in the U.S. and the dominant retailer in 28 other countries. But that reach comes at a price. There are downsides like costs, competition, and lack of data. Ayelet Israeli is an associate professor at Harvard Business School and a coauthor of the HBR article “Should Your Company Sell on Amazon?” She talks through step-by-step how businesses can decide whether Amazon is right for them.

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This article is about CUSTOMER STRATEGY

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