Brand executives face two key questions in addressing the Amazon marketplace:

1.Will the brand be sold on the Amazon Marketplace?

2.If yes, then what distribution approach makes most sense for the brand?

As we discuss throughout the book, the decision regarding whether the brand will be sold on the Amazon marketplace is not always solely within a brand's control. It's better to start with the assumption that any popular brand's products will eventually show up for sale on Amazon, whether the brand wants those products there or not.

The second question is more complex for...