Buy Box Experts Partner Plays Key Role in eControl Summit for Brand Executives
Partner at leading consulting firm for Amazon sellers moderated cutting edge discussions on brand control at inaugural summit for 250+ senior brand executives
(PRUnderground) November 11th, 2019
Amazon presents a world of opportunities for retail companies — as long as they can maintain the integrity of their brand in the online marketplace. The first-of-its-kind Vorys eControl 360 Summit launched on November 6 to help the country’s top retailers find the most effective ways to control sales in the age of Amazon. Helping to lead the charge was James Thomson, a thought leader in brand control for online sellers and a partner at Buy Box Experts.
Buy Box Experts is an Amazon marketing agency that helps sellers manage their accounts and improve their branding strategies. It is led by a team of seasoned eCommerce experts, including James Thomson, a respected author and former Amazon leader.
Thomson was selected to play a prominent role in the inaugural eControl summit organized by Vorys eControl, one of the oldest and largest legal teams in the country dedicated to helping companies protect their brands and grow their business. Thomson moderated discussions on the pressing topic of distribution strategies for controlling online sales.
According to Thomson, we have reached a critical moment for online sellers where brand control is more important than ever.
“We have seen eCommerce grow so fast and so large that it has made it difficult for brands to control their sales,” said Thomson. “Products are being sold by a mass of anonymous online sellers, which can result in a loss of quality control and brand value.”
The conference brought together 250+ brand executives, attorneys, sales and marketing professionals, and a host of thought leaders in eCommerce, sales, and channel management to brainstorm solutions to this rising challenge.
Thomson was tasked with facilitating a panel discussion with four large brands. They examined the merits of different distribution models (first party, third party, and hybrid) and the impact of unauthorized sellers on brand equity.
Thomson said that the takeaway from the discussion was that while brands have to work harder not to lose their strength in the eCommerce world, strategic, carefully-enforced controls are the secret to success.
“Companies can continue to perform well with a range of different distribution models as long as they are very careful in limiting who can affect their sales online,” said Thomson. “This means that unauthorized seller activity must be kept to an absolute minimum.”
The one-day Vorys summit took place in Columbus, Ohio. More than a dozen brand executives from Fortune 1000 companies spoke about their firms’ efforts to create more effective internal and external alignment on distribution, pricing, and branding efforts, both on and off Amazon.
Thomson is no stranger to trailblazing eCommerce events such as these. He is a frequent speaker and moderator at Amazon seller conferences and has also guest-lectured at more than a dozen top U.S. business schools.
Thomson is the former head of Amazon Services — the team that recruits tens of thousands of new sellers to the Amazon marketplace each year. Prior to that, he served as Amazon’s first Fulfillment by Amazon (FBA) account manager.
Thomson earned a Ph.D. in Marketing (B2B Pricing and Distribution) from Northwestern University (Kellogg) as well as an MBA from Vanderbilt University (Owen).
In his current role at Buy Box Experts consultancy, he and founding partner Joseph Hansen have managed over $2 billion in Amazon revenue and provided consulting services to more than 10,000 Amazon sellers.
Thomson and Hansen draw on their 30+years of eCommerce experience to help companies cut waste and cultivate strategies for sustainable growth. Through personal consulting and their proprietary software, they help clients assess competitors, manage inventory, master Amazon listing optimization strategies, minimize counterfeit listings, streamline processes, map out data-driven advertising plans, and integrate eBay listings.
To learn more about Buy Box Experts’ consulting services and brand management strategies, visit www.BuyBoxExperts.com.
About Buy Box Experts
Buy Box Experts specialize in Amazon account management, including A+ content detail pages, Amazon product SEO, and brand equity management. Amazon sales consultants and branding strategy managers at Buy Box Experts help businesses sell more on Amazon and protect their brand equity.
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Original Press Release.