Why Duke Cannon Rebuilt Its Amazon Strategy

Duke Cannon built its brand through retail shelves and loyal fans, but turning Amazon into a true growth channel required a very different strategy.

In this episode, Destaney sits down with Josh Webb, Director of E-commerce at Duke Cannon, to unpack what it really takes to scale Amazon inside a retail-first brand. Josh shares how his team navigated the shift from a 3P model to 1P, solved major pricing and inventory challenges, and repositioned Amazon as a channel for new customer acquisition rather than just convenience purchases.

They also discuss how brands should think about channel roles across Amazon, DTC, and retail—and why success in e-commerce often comes down to navigating ambiguity and solving problems without a playbook.

Connect with Josh on Linkedin: linkedin.com/in/joshuajwebb

Connect with Destaney on Linkedin: linkedin.com/in/destaney-wishon