Amazon has created a logistics system to ship items with heavy and bulky product characteristics more cost-effectively through that platform. (There is a way for CPG companies to bypass Amazon and meet customer demand but that is a topic for a different article). Amazon understands that CPG companies sell products that regardless of the performance of the economy, customers will still buy the products. For some CPG companies, Amazon is critical to their success. My advice to CPG companies is similar to the advice outlined in the Wall Street Journal article: engage with Amazon.

Source: Forbes December 17, 2018 21:07 UTC