Already, Amazon is a certified seller of refurbished Apple products. But Amazon shoppers up until now had to wade through a sea of third-party sellers in the hopes of finding authentic, new Apple products. Now, Apple will get in front of Amazon’s loyal customer base — including its more than 100 million Prime members — while Amazon gets first-party access to Apple’s high-end, covetable electronics. This could be a sign of Amazon turning a new leaf when it comes to brand partnerships.
“This sends a message to premium brands that are holding out: Be smart; meet your customer where they are. Don’t presume you will be able to keep them coming back in your retail door,” said Fred Killingsworth, CEO of Hinge Consulting, an agency specializing in helping sellers grow their Amazon business. “Amazon has principles similar to Apple to deliver the best experience.”
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