There are three key ways in which brands' perceptions of Amazon have changed and how it impacts the professional beauty industry:

1. Control over pricing and positioning
Brands are realizing that they need to maintain control over their pricing and positioning on Amazon to protect their brand image and maintain profitability. This is particularly relevant in the professional beauty industry, where brand image and perceived value are crucial for success.

2. Shift towards a multi-channel approach
Brands are increasingly recognizing the importance of diversifying their sales channels beyond Amazon. This means investing in their own direct-to-consumer channels and other retail partnerships. For the professional beauty industry, this may involve strengthening relationships with salons and spas, as well as exploring e-commerce platforms specialized in beauty products.

3. Investment in data and analytics
Brands are prioritizing investments in data and analytics to better understand consumer behavior and optimize their strategies on Amazon and other channels. In the professional beauty industry, this data-driven approach can help brands tailor their products and marketing efforts to meet the specific needs and preferences of their target audience.

Read more about Amazon Briefing: 3 ways brands’ perceptions of Amazon have changed on Modern Retail

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