by Lauren Poel, General Manager, Momentum Factor
The direct selling industry thrives on personal connection and entrepreneurial spirit, but today’s landscape demands reinvention. Shifting consumer behaviors, regulatory scrutiny, and the Amazon-driven expectation for fast, seamless shopping have forced the industry to evolve.
Amazon is often seen as a threat to direct sales; impersonal, algorithmic, and potentially cannibalizing field sales. But what if Amazon could be a strategic partner? Over 70% of product searches begin there, and not having a presence risk lost credibility, counterfeit sales, and an uncontrolled brand narrative.
There are now services that help direct sales companies establish a controlled Amazon presence while eliminating unauthorized sellers, preserving brand integrity and protecting the field.
Done right, Amazon can expand reach, boost credibility, and support acquisition. Success lies in strategy:
- Limited SKUs: Reserve core offerings for the field while offering select products on Amazon.
- Premium Pricing: Maintain field price advantages.
- Lead Funnels: Convert Amazon customers into consultant relationships.
- Exclusive Perks: Offer rewards only accessible through consultants.
The field must see Amazon not as a replacement, but as a brand-building tool beyond their personal networks. Corporate must align with clear policies, open communication, and strong field value propositions.
The future belongs to brands that honor the essence of direct selling while evolving how customers buy. With the proper setup and guidance, direct sellers can confidently meet modern consumer expectations, without compromise.
It’s time to stop asking whether to be on Amazon. The real question is: can we afford not to be?
To learn how Momentum Factor’s FieldWatch SecureSell can help make Amazon the ally your direct selling company needs, contact our team today!
And to expand your knowledge regarding unauthorized sellers and marketplace enforcement, check out the following links:
