Premium brands don’t win on Amazon by chasing discounts

The fastest way to destroy a premium brand on Amazon isn’t a bad product page. It’s a 20%-off badge that never comes off. That is where many brands get into trouble. Sales soften, competition heats up, and promotions start to feel like the simplest way to keep momentum going. The short-term lift may look encouraging, but the longer-term effect is harder to reverse. Shoppers begin to expect a deal, full-price purchasing becomes less common, and the brand gradually conditions...