Digiday+ Member Article

Amazon may be the biggest player in retail, but it’s not the most popular among brands.

It’s often seen as untransparent and tightfisted with its data. And its presence in a generally volatile industry is seen as threatening. Entire categories like fashion often turn it away, falling back on the persistent (if a bit tired) question, “Do we really want to be bought in the same cart as toilet paper?”

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