Brand executives face two key questions in addressing the Amazon marketplace p 1.Will the brand be sold on the Amazon Marketplace p 2.If yes, then what distribution approach makes most sense for the brand p As we discuss throughout the book, the decision regarding whether the brand will be sold on the Amazon marketplace is not always solely within a brand's control. It's better to start with the assumption that any popular brand's products will eventually show up for sale on Amazon, whether the brand wants those products there or not. p The second question is more complex for brand executives. At its core, this question represents a pivotal fork in the road that we call the Amazon Marketplace Dilemma. p That choice is Sell TO Amazon vs. Sell ON Amazon. p Which of these paths a brand chooses-and the distribution strategy it employs in that domain-will determine a brand executive's issues, challenges and priorities. p Either option will impact the brand executive's ability to control the