HBR On Strategy
Should Your Business Sell on Amazon?
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It’s a dilemma facing more and more brands: Should your business sell 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. Harvard Business School associate professor Ayelet Israeli says there are downsides for many Amazon sellers, like costs, competition, and the lack of data. In this episode, Israeli offers a scorecard that can help you decide, step by step, whether or not the Amazon marketplace is right for your business.