A distributor can be the right way onto Amazon – but not for every brand. These questions help clarify whether it fits.

Questions to answer

  • How important is Amazon in your overall sales – now and in a few years?
  • Do you have, or want to build, the resources to run an Amazon operation yourself?
  • How much control do you need over pricing and customer relationships?
  • Which marketplaces and parts of the range should be covered?
  • How do you want to follow up on the partnership?

When it often makes sense

A distributor is often relevant when a brand wants to be present on Amazon but does not want to build an in-house team – or when an existing setup does not cover all relevant marketplaces or products.

When it rarely does

If a brand wants to control every price and every customer interaction directly, and has the resources to build the operation, selling yourself may be the better model.

In both cases, it is worth putting the guidelines, responsibilities and reporting in writing before you start.