Primed for Domination: The threat of Amazon as a challenger brand

Amazon’s sheer size and scale sees it dominate some markets and poised to expand into new ones. But why does it succeed so consummately in some sectors, yet fail to make a significant impact in others? How powerful is Amazon’s brand, and how much of a threat does it pose to new markets? We conducted a behavioural survey and randomised control trials (RCTs) to find out.

Primed for Domination: The threat of Amazon as a challenger brand