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The last four years have seen an exodus by household names such as Birkenstock, IKEA, and Nike from powerhouse marketplace Amazon. Once considered a “must-have” channel in any successful selling strategy, the high-profile exits from the world’s top online marketplace were each triggered by their own catalyst, but all of which centered around customer experience.
Nike withdrew from Amazon citing its desire for more direct, personal relationships with its own customers. Birkenstock pulled its products from Amazon’s virtual shelves due to concerns of brand dilution that arose from…
