Most retailers have been feeling the effects of Amazon’s dominance for years, but one industry — consumer packaged goods — has been able to float by largely unaffected by the e-commerce giant. That’s all starting to change, thanks to Amazon’s acquisition of Whole Foods.
Historically, a CPG brand would focus on battling for prime physical shelf space in grocery stores rather than pouring money into online ad campaigns, but this deal is forcing them to make digital a priority. Ten years ago, most people would have laughed at the thought of ordering things like canned goods and boxed cereal online, but if you asked one of the 90 million Amazon Prime members living in the United States today if they’d order these items online, they’d likely say yes.
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