Why Duke Cannon Rebuilt Its Amazon Strategy

Duke Cannon's e-commerce director, Josh Webb, joins the podcast to discuss navigating the complexities of e-commerce growth, particularly within Amazon's marketplace. Webb emphasizes the importance of understanding the P&L to identify impactful levers for business improvement. He recounts challenges transitioning from a third-party Amazon seller to a first-party (1P) model, including inventory issues with transparency, marketing restrictions due to potential high prices, and pricing mismatches. Despite these hurdles, the move to 1P aimed to lower prices, facilitate new customer acquisition, and shift Amazon's role from a convenience channel to a growth driver. The discussion also highlights the need to tailor KPIs to each platform (D2C, Amazon, retail) based on its specific purpose and strategic goals.