Why Companies Decide to Sell on Amazon—or Not

Ayelet Israeli, an associate professor at Harvard Business School, explores the complex decision-making process for brands deciding whether to sell on Amazon. She discusses the platform's advantages, such as reach, and the downsides like competition and data limitations. The conversation covers crucial strategies for maintaining customer loyalty, navigating genuine reviews, and managing Amazon's challenges. Additionally, Ayelet highlights the importance of data insights while sharing a case study of a cereal company successfully boosting direct consumer engagement through Amazon.