Cutting Out the Middleman: Why Amazon's Move to Skip Distributors and Wholesalers in Europe is a Game-Changer for Brands

Amazon is making a big move in Europe. The company has announced that it will be dealing directly with brand manufacturers, cutting out the middlemen and streamlining its supply chain. This strategy has already been implemented in the United States, and it could have a number of benefits for both Amazon and the manufacturers. Let’s take a look at what this shift could mean for the future of e-commerce.

The European Union has recently reached a settlement with Amazon to end antitrust investigations. This agreement will allow brands to directly sell their products on Amazon's platform in Europe, without having to go through distributors or wholesalers. This is beneficial for brands as it allows them to have more control over pricing and product placement, as well as the ability to reach a wider audience. Additionally, it eliminates the need for third-party fees associated with using distributors and wholesalers, which can help reduce costs for brands. By cutting out the middleman, brands are also able to build closer relationships with customers and provide better customer service. Overall, this agreement between the EU and Amazon is a win-win situation for both parties involved.

Benefits for brands

One major benefit for brands is the increase in control over product placement. By selling directly on Amazon, brands can ensure that their products are prominently displayed on the platform, giving them more visibility to potential customers. Additionally, they can use Amazon's powerful data analytics tools to better understand their customer's shopping habits, enabling them to better tailor their products and marketing strategies.

Another major advantage of this deal is the ability to reach a wider audience. By selling directly on Amazon, brands gain access to the platform's massive customer base. This can help them expand their reach and attract new customers, which can lead to greater revenues and brand recognition. Brands can also offer exclusive products and services to their Amazon customers, further increasing customer loyalty.

Finally, this deal can help brands save money on third-party fees associated with distributors and wholesalers. By cutting out the middleman, brands can keep more of their profits and invest in other areas such as product development and marketing. Additionally, this reduction in costs means that brands can offer their products at lower prices, making them more competitive in the market.


In conclusion, Amazon's agreement with the European Union to skip distributors and wholesalers is a game-changer for brands. It offers greater control over product placement, a wider audience, and lower costs, which can lead to increased revenues and brand recognition. By taking advantage of this deal, brands can position themselves for success in a rapidly evolving retail landscape. 


how LUZERN ECOMMERCE can help brands

Luzern eCommerce helps brands grow their eCommerce businesses across platforms and channels which include Amazon, webstores, social media and other marketplaces. With Luzern eCommerce, your brand can meet buyers where they like to shop. We excel at the execution end of eCommerce, bringing speed and agility to ensure fast time to value for the businesses we serve. 

Channel Optimizer - our managed eCommerce acceleration platform - optimises sales, margins and inventory across channels and geographies for brands across the globe including Philips, Fossil, JDE coffee, Petsafe, HTC and Nestle.

Speak to us today about the growth potential for your business on Amazon. We look forward to helping you reach new heights!

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