The tone from brands is increasingly optimistic, or at least less terrified, as many see signs of engagement and willingness to work with the e-commerce giant to manage their identity on its platform. While there have been instances of mixed signals in the past, and Amazon’s overt intention to solicit diversions from retailers when brands refuse to engage, those who are establishing a brand presence with Amazon Marketing Services report better results. Several vendors we spoke to at the SFIA Industry Leaders Summit expressed cautious optimism towards a future that includes it as an official partner.

Amazon’s Brian Finegan, who is ... Log in to view full article.