What what?!? Amazon Conversion Rate Nearly Double that of Competitors (ie Walmart, Costco, Target).
Which begs the question...at what point do you drive customers direct to Amazon b/c you'll get a higher conversion? Yes, you will have to pay a fee to Amazon, and yes you won't be able to get any of the customer data...but the sale and potential review you may garner could end up having a halo effect back to your site/b&m business at some point.
And, if the customer is net-new, you might need that conversion rate boost through Amazon to get them over the hump and try it out.
I always love offering a product on Amazon as an introduction to the brand, and then something completely unique or a better value on your direct website. At the end of the day customers are going to shop where they want to shop...and most of those shoppers are on Amazon.
Embrace that truth and then determine where you want those customers to go next, and then what strategies you are going to deploy to get them there.
A great article by Adam Levy from The Motley Fool.
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