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Major brands and retailers have increasingly established their mini storefronts within Amazon, a trend that continues in 2025 with high-profile launches like Michael Kors and David’s Bridal. Even Nike, which exited the platform in 2019 due to concerns over brand control, has re-entered, seeking to bolster its direct-to-consumer sales through Amazon.
Brands aim to combat unauthorized sellers flooding the marketplace, a persistent challenge in protecting brand image and pricing integrity. For example, North Face has worked to curb unauthorized distribution channels on Amazon.