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All the Things Amazon Is Doing to Encourage Indie Brands to Sell on Its Platform

Amazon is looking to indie brands to grow its beauty category sales, and has introduced a series of programs to engender them to its platform. The e-commerce giant has not always had a cohesive beauty strategy, but two years ago began to piece together a strategic vision for the future, hoping to bridge the gap between its strongest asset — online reviews — and the fact that 70 percent of consumers prefer to make beauty purchases in-store, said Justin Boettcher, senior strategic business development leader, Amazon Beauty. “A lot of brands don’t realize that customers review feedback online and then make the purchase in-store,” said Bottecher, who noted that Amazon generates a massive amount of reviews per day. “When I built this slide, there were 12,000 reviews on product from just the day before.” But purchase isn’t always immediate — Bottecher said it can take about 11 days from when a customer starts searching or a product online to actual purchase. And while Amazon’s 31 million active cosmetics customers may go to the site to read reviews, he said only 14 million are making a purchase on Amazon directly. To bridge the gap, Amazon is hoping that promoting indie brands and encouraging them

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