Gartner for Marketers Research

Insight Report March 1, 2019

Beverages and Beer U.S.: Optimizing for
E-Commerce

As explored in Gartner's Digital IQ Index: Beverages & Beer US 2018, Amazon is a double-edged sword. While the online retailer presents one of the largest growth opportunities for brands, it has also expanded its private label assortment, become a breeding ground for small, indie brands and increased demand around SKU-level profitability — threatening brands’ visibility on the platform. This report details various strategies brands can deploy to capitalize on those opportunities while also taking measures to both defend their base and influence profitability.

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