Why Companies Decide to Sell on Amazon—or Not

It's a dilemma facing more and more brands: should you sell your
goods on Amazon? It's the most visited e-commerce platform in the
U.S. and the dominant retailer in 28 other countries. But that
reach comes at a price. There are downsides like costs,
competition, and lack of data. Ayelet Israeli is an associate
professor at Harvard Business School and a coauthor of the HBR
article "Should Your Company Sell on Amazon?" She talks through
step-by-step how businesses can decide whether Amazon is right for
them.