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Established consumer packaged goods (CPG) brands have typically relied on retailers to do the heavy lifting in traditional grocery ecommerce channels, and may treat Amazon like just another retailer. That’s a miscalculation. For many legacy brands, which offer hundreds of products in brick-and-mortar stores, getting started on Amazon can be overwhelming.

Decisions about whether to go direct to consumer or to disrupt the usual retail channels and how to implement an effective ecommerce strategy are all on the table. Marketers often admit they are continually figuring out what works on Amazon, while trying to determine who on their internal team is responsible for overseeing that work. To start, a brand should consider taking ownership of its Amazon product detail page and optimize it for search.

Click here to read the full article on emarketer.com