Inside Amazon’s internal initiative to woo DTC brands
This is an excerpt from an article that appeared on Modern Retail.
For brands selected to work with Amazon’s emerging brands group, the retailer’s black box approach to doing business becomes more transparent.
Mike Grillo, the founder and CEO of Gravity Products, which owns the weighted Gravity blanket for calming the skittish, said that Amazon’s emerging brands group team pitched his company to start selling on Amazon in 2017, by showing him proof that customers were searching for the name-brand Gravity Blanket on the site and then buying competitor products when the search came up short. Grillo said Gravity Products was part of the emerging brands group for one year through the 2018 Prime Day and holiday shopping calendar, and the blanket was featured as part of Amazon’s promotional push on Prime Day and Cyber Monday. Over that first year, Amazon became 15% of the company’s overall business, pulling revenue in the low seven figures...
Read the full article on Modern Retail.
