"Amazon is reaching an entire audience that Sephora is probably not reaching,"
"They're feeding each other in terms of brand awareness, and getting the brand in front of more eyes,"
""smart retailers" can use it as a barometer for demand,"
"Being native on TikTok Shop and Amazon with organic and affiliate content, and owning your keyword search and"
Experiment launched on Amazon while negotiating Sephora placement, projecting over $1 million in Amazon sales in its first year and expecting a halo effect for Sephora. Premium retailers historically discouraged Amazon listings to protect exclusivity and assortment control. Marketplace presence now reaches audiences that some premium retailers miss, increasing overall brand awareness and customer acquisition. Retailers can leverage Amazon data for demand forecasting, marketing insights, and community-building signals. Multi-platform strategies, including TikTok Shop and Amazon, enable faster community growth through organic and affiliate content and help brands own keyword search and discovery.
Read at The Business of Fashion
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