Investing.com -- Consumer brands seeking to avoid Amazon (NASDAQ:AMZN).com’s massive ecommerce platform may face an uphill battle.
It is seen that companies foregoing a first-party relationship with Amazon struggle to maintain market share, while those embracing the platform tend to gain.
Estée Lauder, after resisting Amazon for years, launched a first-party business in October 2024 following market share losses. Nike (NYSE:NKE), which shifted to a DTC-first strategy in 2018, saw its U.S. footwear market share remain flat through 2022, a disappointing outcome for an industry leader.
Meanwhile, brands with Amazon partnerships, including L’Oréal, e.l.f. Beauty (NYSE:ELF), Skechers, and Crocs (NASDAQ:CROX) have gained market share.
U.S. retail sectors excluding Amazon are growing at a slower pace, making it difficult for brands to outpace industry trends without a presence on the platform.
“All roads lead to Amazon for retail,” analyst at MoffettNathanson states, saying that fighting against Amazon’s dominance is an “insurmountable lift” for most consumer brands. MoffettNathanson maintains a “Buy” rating on Amazon with a price target of $258.
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