As the Internet company with the highest sales in the world, Amazon attaches great importance to brands, which is difficult for other e-commerce platforms to achieve. While some platforms continue to relax their entry standards and attract third-party sellers to engage in fierce price competition, Amazon is constantly tightening its entry standards and looking for more competitive and high-quality suppliers to cooperate with. Whether it is the product-oriented algorithm as always, or the increasingly common second-inspection of stores in recent years, it is increasing the difficulty for individual sellers to enter the market.
E-commerce began with the spread of the Internet. By cutting off the information gap in the middle of the transaction, buyers can obtain the same products as offline at a lower price. Even though the United States has an extremely developed retail industry, under the impact of the e-commerce model, many offline supermarkets have to reduce their scale and further lower prices to compete with online. In the actual operation process, many online products are sold by distributors and retailers, and there are still middle links. When the competition becomes more intense, offline, with its advantages in stores and shopping guides, will inevitably have a reverse impact on the online model, so brands become an important tool for gaining users’ minds.