Why Brands Don’t Love Resellers (And How to Win Them Over): Insights from Robyn Johnson

Amazon Seller School, How to Sell on Amazon

Amazon sellers, are you struggling to break into brand partnerships or facing challenges with reseller dynamics? This episode dives deep into the friction between brands and resellers and reveals actionable strategies to bridge the gap. Robyn Johnson, founder of Marketplace Blueprint, shares her decade-long expertise in eCommerce, offering insights that could redefine your approach to selling.

Show Notes: https://amazonseller.school/why-brands-dont-love-resellers-and-how-to-win-them-over-insights-from-robyn-johnson/

"Many brands struggle with resellers because of liability issues, compliance concerns, and lack of control over listings. But as a reseller, if you can position yourself as a problem-solver, not a problem, you can earn their trust."

We discuss how to address brand pain points, including creating Amazon-only SKUs, improving compliance, and running data-driven ads to add real value. Robyn also explains why transparency is your strongest weapon when building trust: "It’s not about getting engaged on the first date; brands want to know you bring real value to the table."

Key Topics:

👉 Why brands often resist resellers—and how to change their minds.
👉 How Amazon’s focus on compliance is reshaping the marketplace.
👉 Strategies for resellers to stand out and add value.
👉 The future of resellers in a maturing Amazon ecosystem.

Robyn also highlights the importance of diversifying beyond Amazon and understanding your role in a brand's broader e-commerce strategy. Whether you’re a reseller trying to stand out or a brand deciding whether to work with resellers, this episode is packed with insights you can’t afford to miss.